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| PR practitioners MUST check their facts before communicating messages. |
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| any false statement about a person or organization that creates public hatred, contempt, ridicule,or inflicts injury on reputation |
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proof of communication
identification of person defamed
actual injury or loss including reputation
person making statement was malicious or negligent |
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| why defamation and actual malice matter to PR |
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Definition
we may be forced to speak out against defamation directed at our organization.
we could make mistakes of our own that result in the defamation of an individual or organization. |
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lasts for life of individual plus 70 years after death
95 years for corporations
begins as soon as expression is put into tangible form. |
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| free lance vs. work for hire |
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free lance workers do NOT automatically give up their rights when producing work for a client.
work for hire(common employee) retains no right to work created during employment. |
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| unauthorized use of well-known entertainers, professional athletes, and other public figures in the publicity or advertising material of an organization. legal doctrine called, right of publicity. |
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| commercial vs. free speech |
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commercial speech is speech used to publicize about a product or organization.
the law is unclear about what falls under commercial speech and what is free speech for an organization. |
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attribution after quotes
contact info at top OR bottom
For Immediate Release
dateline
###
more
lede
boilerplate
200 words or fewer, don't send in an attachment. |
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Term
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| also called media alerts, very simple and only include who what when where, do not send all the time! |
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| bulleted lists of information about a product or service or organization. |
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| media kits aka press kits EPKs or ekits |
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Definition
can include anything to publicize anything.
news releases
backgrounders
fact sheets
media advisories
movies
ads
pictures
quotes |
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Term
| distribution media materials |
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Definition
fax
email
electronic wire services
-PR newswire
-business newswire |
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-all caps
-attribution before quotes
-short sentences
-conversational in tone
-1 sec= 2-3 words
-spell out hard to pronounce and long words |
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| free message placements for non profit organizations 10-60 seconds in length |
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usually includes:
B-rolls- just video images no on camera speaker
evergreens VNR that can be used many times
the script for the edited story |
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Smile
Posture
Eye Contact
Animation
Kinetics(motion) |
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| Should you start a speech with really important information |
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| Make sure sentences are not too long and distribute a print out of the slides to the audience before the speech begins. |
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| executive training and media training, |
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-take control
-tell a story
-pitch platitudes
-stay on point
-bump and run |
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| speeches as publicity opportunities |
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Definition
-distribute speech as news release
-web casts
-media advisories
-audio/video |
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lots of preparation
don't ask specific questions ask for topics
print tv and radio should send background information to interviewer |
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Term
| Print vs. Broadcast interviews |
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Definition
| print interviews do not require as much preparation as broadcast interviews, because the audience cannot see or hear the responses |
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Term
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Definition
Dont cry wolf(meaning organize people for mundane information)
Nothing is off-the-record
location planning |
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Term
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Definition
all expense paid trip by organization for journalist to cover a news item
good for soft news sports travel and lifestyle but not for hard news |
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Dont cry wolf(meaning organize people for mundane information)
Nothing is off-the-record
location planning |
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all expense paid trip by organization for journalist to cover a news item
good for soft news sports travel and lifestyle but not for hard news |
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| Corporate Social Responsibility |
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| the process of improving an organization's reputation and citizenship of its employees through projects and actions that benefit society. |
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do work with groups interested in solutions.
DONT get emotional, work with people making threats, or expect immediate results. |
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| employee relations (meetings) |
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| employees prefer face to face meetings when it involves changes in their responsibilities or the focus of the organization |
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| employee relations (layoffs) |
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| reduction in jobs within the organization |
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| employee relations (outsourcing) |
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Definition
| many organizations are hiring organizations to do work that was recently done internally ie accounting or hiring |
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| when an organization sends jobs to another country to take advantage of lower wages taxes etc. |
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some organizations allow their employees paid time off to volunteer
PR practitioners should not allow "forced volunteerism to exist in an organization. |
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| connects a community issue to an organization |
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Term
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| a profit-making company collaborates with a nonprofit organization to advance its cause and at the same time increase sales. ex. Dannon yogurt and the National Wildlife Federation |
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| ie. olympics usually costs less than traditional advertising. |
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| the long term socially responsible contribution of dollars,volunteers,products and epertise to a cause aligned with the strategic business goals of an organization. the giving can reap large benefits for the corporation |
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| types of government relations |
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Definition
op-ed writing(opinion sections of the newspaper)
newsletters
advocacy advertising(public education campaigns)
position papers(explain a legislators opinion on an issue)
lobbying |
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Term
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Definition
| tries to influence the voting on legislation, or the decision of government legislators. |
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Term
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| educate, influence, advocate |
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| Ethics in government Act(excludes congress) |
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| federal officials cannot lobby their former offices for one year after leaving |
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| targets legislators (very cost effective) |
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| organizing large groups of citizens that contact legislators (used when grass tops doesnt work or when public lacks adequate information.) |
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| occurs when the organization organizing citizens is not making it obvious that it is behind the efforts also known as (astroturf lobbying) |
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| independent partisan organizat,ions- able to retain non-profit status while running "issue" ads they could not directly endorse a particular candidate |
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| Public Affairs Objectives |
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Definition
1. inform the public about the publics business
2. improve the effectiveness of agency operations through appropriate public information techniques.
3.provide feedback to government administrators so that programs and policies can be modified, amended, or continued.
4.Advise management on how to best communicate a decision or program to the widest number of citizens.
5. Serve as an ombudsman. Represent the public and listen to its representatives.
6. Educate administrators and bureaucrats about the role of the mass media and how to work with media representatives. |
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| Gillette Amendment(resulted in no PR titles in govt) |
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| government funds cannot be used for publicity unless designated for that purpose. |
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| Free postage for Congress members, misused in the past can provide financial advantage in reelection campaigns |
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| Hire someone to help you translate and work with publics. |
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| Common language/ cultural differences |
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Definition
| time, gift giving, accepting business cards, roles of women. |
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