Introduction to Public Relations Study Guide Exam Two Exam Date 4 9 14 Managing Public Relations Terms beginning practices measure it organization Baseline the point at which we measure future successes failures o Measure awareness before you start campaign o If we are trying to increase something we need to know where we are Benchmark identify people that are doing well and try to model their best Goal an outcome that can be measured but we don t specifically state how to Objective an outcome that can be measured and we know how to measure it o We need measurable objectives that tie back to the bottom line of the Strategy the overall approach to obtain goals and objectives Tactics step by step process to accomplish goals and objectives Zero based budgeting having to prove to management how objectives were accomplished and arguing why you need a bigger budget Good Objectives Cleary describes expected results o Ex 20 increase in overall brand recognition Understandable to everyone Lists a firm completion date o Ex Done by Dec 31 2014 Realistic attainable and measurable Consistent with management objectives Choosing Public Relation Support Internal Practitioners only work for one organization Advantages o Knowledge experience of the organization culture o Vested interest in the organization o Cost might be lower Disadvantages o Too close to the problem o Stale ideas o Fear of disagreeing with management o Cost might be high External Practitioners work for PR firm Advantages o Lots of experience o Looks at issues objectively o They speak their mind o Lots of skills o Cost might be a factor Disadvantages o Don t know the organization o Not always available o Not the only priority o Paranoia between internal and external practitioners o Cost might be a factor Why is cost an advantage disadvantage It depends on what you need and how often you need it o Ex Full time versus Part time External practitioners base their pay on an hourly rate and by experience level Paying for Public Relations Hourly pay per hour Project flat fee based on time it will take to complete project plus incidental costs catering etc Retainer company might retain a PR firm for a set amount of hours a month for a monthly rate for them o If you don t use all of the hours you purchased you still have to pay o This is the method most people want It s good for budgeting Blended Rate look at how many people will work on the project how many hours then set a price determined by those factors o This method only works if both parties are happy about it Don t forget about overhead costs what it costs you to do business Ex Rent electric etc Statements Organizations Make Mission Who we are and what we do Must be short enough for everyone in the organization to commit it to memory Vision This is where we are going Tells people what you are trying to accomplish Value This is what we believe in Might sometimes be blended with mission Position This is what makes us different Heavily used in advertising Differentiates oneself from their competition Successful Organizational Model Definitive mission statement Value statement Organizational cultural statements Shared values Positive public relationships Expressed values Reputation Understood values Employees are the most important public there is Have to make sure they live and breathe the company Strategic Plan The strategic plan is a process that is never finished You should always reevaluate your plan The plan usually encompasses a 2 3 year period There is not only one way to do a strategic plan Page 1 Positioning statement Themes and messages Public relations goals Audiences Page 2 Page 3 Audience 1 o Objectives o Most plans can handle 6 messages themes per year o Themes should be broad safety etc Based on goals and what we are trying to accomplish for the particular audience o Research o Evaluation What we know about the audience How we plan to evaluate ourselves Have to do this for each audience Audience 1 Program Inventory Form o Breakdown of events resources timeline for each audience Page 4 Page 5 Page 6 Start next audience Next audience program inventory form Public Relations Law Censorship prior restraint never get to publish 18 USC 1462 criminal offense to publish obscene materials 18 USC 1464 criminal offense to broadcast obscene materials Sedition Act you can t say things that jeopardize the safety of the country Schenck v US Guy made anti draft pamphlets He was arrested under the Sedition Act He appealed the ruling The Supreme Court upheld the ruling o War Time exception This case brought about the o Clear and Present Danger Test Gitlow v New York constitutionality Near v Minnesota The 14th amendment can t violate due process of law This ruling allowed for the federal government to test all state local laws for Near was declared a public nuisance The Supreme Court agreed that Near was not doing anything what Near was doing Changed the Clear and Present Danger Test to the Near Test o The only time the government can sensor speech is if it s obscene it s an incitement to violence or a threat to national security in times of war Obscene To the average person Community state standards Appeals to the prurient interest craving for sex without redeeming social value Redrup v New York As long as the indecent material is not thrust upon non consenting adults not available to children and not pandered it is constitutional Investor Relations Rule 10b 5 Securities and Exchange Act o No dissemination of false or misleading information to investors o Prohibits insider trading of securities based on material that is not disclosed to the public Defamation of Character Tort any civil wrong other than a breach of contract Libel defamatory and untrue Slander spoken defamation o Very difficult to collect damages from slander Except if you clearly lost money or if you hurt the chastity of a female o One person other than the person who said it and the person it was Elements of Libel Publication said to about Identification o Individual and group Real defamation o Personal reputation o Professional reputation o Social contact Unprivileged Occasion fair accurate account Actual Malice o Knowledge of falsity Or o Reckless disregard for the truth Cases Sheppard v Lanford o Absolute privilege privilege of participants in public official proceedings o Qualified privilege privilege of reporter and it has to be a o Lanford wrote a letter to Sheppard calling her a slut in graphic detail o She sued
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