TermsBaseline - the point that we measure all future effortsBenchmark - best practices of another or your organization Goal - an outcome that can be measured, but lacks specificity Objective - specific outcome - like getting 51% of the vote Strategy - overall approach to obtaining goals and objectivesTactics - short term approach - like winning a battle vs winning a war. The tactics win the formerRequirements for a good objectiveClearly describes expected results Understandable to everyoneLists a firm completion dateRealistic, attainable, and measurableConsistent with managements objectivesInternal practitioners- advantagesThey know the company KnowledgeLoyalCostsLess-disadvantagesLess resources/skillsLimited experience Yes menToo close to the problem External practitionersAdvantages They are objectiveMore skills, resources, and experience LocationCost?Disadvantages Cost?Lack of focus Availability Loyalty Staff paranoia Lack of knowledge about the business If possible you should hire both internal and external people You need to pay about 1/3rd more on every dollar to pay for an employee Paying for public relationsHourlyProject - to you will pay us x amount of dollars, plus expenses, like cake and ice cream for parties, plus 17.65%Retainer - you pay x amount of money each month for a PRs service for x amount of hours a week + stuff bought which is 17.65%Blended rate - both interns, and senior staff hourly for a flat rateDon't forget overhead - cost of doing business 27% of people say they do not charge for overhead Independent practitioners are the fastest growing segmentStrategic planning - long range planning 2-3 years outIt is Process not a thingManagement by objectiveManagement by objective and resultsTotal quality management - TQM work perfectlyStatements organizations make Mission statement - this is who we are and this is what we doVision statement - this is where we want to go and beValue statement - this is what we believe Position strategy - this is what makes us different from everyone else in our field Successful organization definitive mission statement - value statements Organizational and cultural statements, if employees do not buy into your mission statement, it does not work... Needs respect- shared valuesPositive public relationships- expressed valuesReputation- understood valuesThe strategic plan - there are more than one way to do it, but here is this one providedPage one -Positioning statement -Broad Themes & messages may be 5-6 key themesPage two-Public relations goal-Audiences - have half a dozen key publics Most important public is their employeesPage three-Audience 1-- objectives-- research-- evaluationFourAudience programBert/Gamp chartsEct repeat till you do your entire audiences Law ChapterCensorship - prior restraint -'government can prevent you from saying something before it is said... Court has held that it is better to let speech be made, than prevent itYou can go to jail under 14 United States Code 1462 - makes it it a criminal to publish a obscene remark18 United States Code 1464 - makes it it a criminal to broadcast a obscene remarkTreaties on the passing of justice - 1663 twain said that a king can be tried and killed... He was executed for treasonFirst mammy considerationsSchenck (associated with the the American socialist party) v United States - if there is clear and present danger the the speech is illegal test... Espionage act upheld Gitlow vs. New York - criminal anarchy test... Advocating for the violent overthrow of governmentDue process - nobody can be deprived of life, liberty or the pursuit of happiness without the due process of lawJ m. Near vs Minnesota - writing racist, anti-Semitic pamphlets about people... Public nuisance law thrown outOnly under the following circumstances will the courts allow the government to censor speechObscenityIncitement to violenceThreat to national security during times of warThreat to national security in times of warMiller vs California - defined obscenity whether to the average person, applying contemporary standards of a community finds something the dominate theme of the material taken as a whole prurient (creates an unnatural craving for) interest of sexRedrup -vs New York when minors are protected, it is not thrust upon unconcenting adults or was not pandered to it can be published was this standard before miller Investor relations Rule 10b-5 of security and exchange actNo dissemination of false or misleading information to investorsProhibits insider trading of securities based on material not disclosed to the public Defamation of characterTort: any civil wrong other than breach of contractLibel: defamatory and untrue written... To win you must-Prove it was published - only takes 3 people, writer, victim and one other person - according to Shepard vs lampford, the victim can't publish it- identification - by name, or group membership - neamen markus vs laite... Determined that groups that are small enough where you can readily identify all individuals, then you can sue - real defamation - personal reputation - professional reputation - social contact - unprivileged occasion Absolute privilege If you are a part of a public official proceeding , then you can say defamatory things Qualified privilege - reporters who report things like "John said smith killed sally" has to be fair, and accurate Unprivileged occasion - everything else - actual malice case against the New York Times vs Sullivan... Only regarding public officials, former public officials, private citizens involved in a public controversy, public citizens dragged into a controversy, and moral people seeking punitive damages - knowledge of falsity before time of publication or - reckless disregard for the truth... Or publishing without entertaining whether or not this is true Elmer Gertz vs. George welsh expanded the definition of libel to include actual malice beyond the public officials Libel damages Actual - to make you financial whole (whole)Compensatory - for the undue mental anguish (not much)Punitive - money that it costs to punish the publisher (hard to prove but in millions)Libel defensesTruth - (save for one case where paper published that two daughters of a deceased man were illegitimate) Fair comment and criticism Cherry Sisters vs Demoine leader Ruled that when you voluntarily put yourself in front of the public, you are submitting yourself to fair comment
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