Intro to Public Relations Test 2 TERMS Baseline a point in which we measure all efforts We have to know the audience Benchmark It looks at best practices among different organizations Ex southwest airlines Goal outcome that can be measured by what we lack is the specify of the measure What we can measure how to do it There is more than one objective Objective outcome that we can also measure and we know Specifically how to do that We want 40 by 12 31 14 Objective is more specific and broad To the extent you can you should always write measurable Set goals that can be measured Message Strategy Action Strategy what are we going to be Strategy broad general Tactics specific tasks that we take Requirements for a Good objective 1 Clearly describes expected result 2 Understandable to everyone everyone has to know what we re trying to accomplish 3 Lists firm completion date 4 Realistic attainable and measureable 5 Consistent with management s objectives If all is met then you have written a good objective Total Quality Management program created by Edward Demings MBO Management by objective MOR Management Strategic Planning Choosing PR Support Internal Practitioners Advantages they know the organization the cost more invested part of the team and available they are there and everyday too Disadvantages The issue May not have certain specialties you need Inundation their not paying attention their just stuck in the organization they have lack of objection and are stale Yes mam meaning you ll do whatever even if you know it s a bad idea External Practitioners Advantages Perspect objective Skills Variety of skills experience Objectivity Location Disadvantages Cost Not where you need them Don t know the issue organization culture or people Other clients Resistance to advice Staff paranormal Will I lose my job Paying for PR External Hourly Project Retainer the PR firm has promised they will spend a certain amount a month Blended Rate you re paying per hour How many hours time one number Don t forget overhead overhead cost of doing business Successful Organization Model Definitive Mission Statements Value statements Organizational and Cultural statements Shared Values stories that people often tell about the people of the organization It s what makes the company a family Positive Public Relationships go out and tell the word how good a company is Expressed values not what they see but what they hear Reputation Understood values The Strategic Plan Page 1 Positioning Statement what makes us different from everyone else who does what we do Themes and Messages Page 2 Public Relations Goals what you want to do Audiences key publics or key audience Usually half a dozen key audiences Page 3 Audience 1 pick your audience Objectives Research Evaluation Page 4 Audience 2 Public Relations Law Each next page 6 will have a next audience Each audience gets 2 pages So the strategic plan total 1637 John Twine a printer in London published a Treaty on the execution of justice included things like killing the king and Twine was indicted for printing and not telling them WHO wrote it They said they would kill him Censorship prior restraint government can t stop you from saying something under most conditions First Amendment Considerations Schneck v United States Congress passed the Alien and Sedition Acts stating that you can t say or do anything that would cause clear and present danger While WWI was taking place Schenck made pamphlets that stated not to go to war if you were drafted Caused a Clear and Present danger You can t state or print anything that puts this country in danger Ben Gitlow v New York Due Process Benjamin Gitlow was convicted under the New York act that stated that you cannot advocate a violent overthrow of the government of New York Near v Minnesota changed the Clear and Present Danger Test Near published story in paper that was a bit scandalous an got some one shot made a change to clear and present danger Officials will censor IF 1 2 3 If there is obscenity If there is incitement to violence or If it s a threat to national security during times of war never been tested Only one of those Two Sections of the US Code 18 usc 1462 criminal offense to publish an obscene innocent remark 18 usc 1464 criminal offense to broadcast obscene innocent remark Better to let you say it when you shouldn t rather than prohibiting you from saying it the GOV Obscenity whether the average person applying contemporary standards at the community the dominant theme of the material taken as the whole appeals to the prurient unnatural craving for sex Investor Relations Rule 10b 5 of securities and Exchange Act No dissemination of false or misleading info and info to investors Prohibits insider trading of securities based on material not disclosed to the public Very illegal Defamation of Character Tort any civil wrong other than a breach of contract Libel written Defamatory and untrue Slander oral generally spoken defamation or if the remark impulses the chastity of a female and if it s untrue she can sue Elements of a Libel in order to prove a libel 1 Publication you have to prove the remark was published the person who said it whom the remark is about and one more person Shepherd v Landford 1st case to prove libel The case was thrown out because Shepherd published the defamatory letter from a man and she showed her neighbor It would have passed if HE published it She technically published it herself 2 Identification they have to be readily indentified even possible if they re part of a group Neiman Marcus v Lait Lait wrote that all males that worked at Neiman were gay and that all sale girls were call girls perfume girls were prostitutes and that the models were also gay The male models sued but the group was too large 3 Real Defamation Personal reputation ex Sally Jones is a common whore Professional reputation anything untrue published that could jeopardize someone s career Social Contact impeding their right to have social contact with other people Publishing something that makes society treat that person differently 4 Unprivileged Occasion Absolute privilege privilege of the participant If you claim something during a public official setting during a trial preceding then you cannot be sued for defamation Qualified privilege privilege of the reporter If a reporter covering a trial publishes what someone else says they re not allowed to be sued for libel as long as what they publish is fair and accurate 5
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