COMM309 Final
key factors for public relations professionals to consider with regard to international public relations
- Fueling the new age of global pr and marketing is the pervasive presence of the Internet. It allows every corporation to have instant contact with any and all of its operations around the world, but the downside is that any problem or crisis in one plant or country is instantly known throughout the world. -Language and cultural differences: objectives are to compete successfully and to manage conflict effectively, but the task is more complex on an international and intercultural level address differences in language, laws, and cultural mores -high context v. low context comm cultures -HOFSTEDES DIMENSIONS -power distance -individualism -masculinity/femininity -uncertainty avoidance -long term v short term orientation -employ natives to translate your work bc company can easily mess up
issues management
- a proactive and systematic approach to predict problems, anticipate threats, minimize surprises, resolve issues, and prevent crises -5 steps : issue identification, issue analysis, strategy option, an action plan, evaluation of results --effect issues management requires 2 way communications, formal environmental scanning and active sense making strategies "Issues management is the organized activity of identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and more positive range of organizational responses toward the future" -issues management is proactive while crisis management is reactive
what the foreign agents registration act requires of lobbyists
- all legal, political, fund-raising, public relations, and lobbying consultants hired by foreign governments to work int he united states must register with the department of justice -they are also required to file reports with the attorney general listing all activities on behalf of a foreign principal, compensation received, and expenses incurred
how public relations is involved in communicating information to the key publics of hospitals
--focus on diverse audiences -involve themselves in public affairs and legislation because they operate under a maze of gov regulations -produce publications and publicity for external and internal audiences -develop networks of volunteers who assist hospital staff -4 basic audiences: patients, medical and administrative staffs, news media, and the community -Goals are to strengthen and maintain the public's perception of the institution as a place where medical skill, compassion, and efficiency are paramount AND to help market the hospitals array of services such as surgery and cancer treatment
how to communicate during a crisis
--put the public first -be accessible -take responsibility -communicate with key publics -set up central info center -never say "no comment" -be honest. Dont obscure facts -provide a constant flow of info - monitor news and coverage and telephone inquiries -be familiar with media needs and deadlines -designate a single spokesperson
how does the US govt use public diplomacy activities to enhance understanding of our country and its foreign policy objectives
-American govt major disseminator of info around the world -open communication process want to present americans society in all its complexity so that citizens and governments of other nations can understand the context of US actions and policies -want to present american concepts of democracy, free trade, and open communication around the world -Dwight Eisenhower's USIA was primary agency in shaping US image abroad -9/11 attacks also prompted us to "sell americas image" to the world to gain support for actions -public affairs dept of US senate is official voice of US govt and has to react almost instantly to anything that poses a threat to US standing abroad -VOA and govt tv services
the role of public information officers and how they inform the public
-Engage in tasks common to the pr department of corporations -Answer press and public inquiries, write news releases, work on newletters, prepare speeches for top officials, oversee the production of brochures, and plan special events -Review scripts and proposals advise producers on military procedures, and decide how much assistance, if any, a film or TV portraying the military should receive.
rules of social engagement
-Ensure that you honor copyrights and promote fairuse of content -Protect confidential and propreitary info -Dont trash the competition; focus on points of differentiation and value -Take accountability for ur actions and offer no excuses -Always disclose ur identity and affiliation in any posts about ur employer or client -Practice self restraint -Keep things conversational as they apply to portraying and reinforcing the personality and value of ur brand and the brand u represent
role of journalists and PR practitioner in an interview
-In all interviews the person being questioned should say something that will inform or entertain the audience. The pr practitioner should prepare the interviewee to meet this need -Pr person should obtain from the reporter an understanding of the interviews purpose→ with this info they can assemble facts and data for the client to use in the discussion -Journalists should be well acquainted with the interviewers style, whether they are from a local newspaper, TV reporter, or a Wall Street Journal columnist. -Short, direct answers delivered without hesitation help a person project an image of strength and credibility. These provide more accurate quotes or broadcast soundbites, which the media value.
planning involved to plan and execute events
-Manage the promotional and administrative duties associated with the planning and implementation of sponsored special events that promote messages to targeted audiences, increase brand awareness and drive sales -Create an events calendar leveraging events across different aspects of business and assist in developing event marketing department strategies -identify and negotiate sponsorship and promotional opportunities and evaluate incoming sponsorship proposals -manage all aspects of event planning including budgets, timelines, collateral, signage and legal review as needed -coordinate all event logistics on site, on site set up of events, rep. Of brands, event break down and follow up -develop and maintain relationships with corporate partners, vendors and suppliers -develop event recap/evaluation powerpoint template that will be used to evaluate performance at each event
the role of the white house to disseminate info to the world and the role of the press secretary
-Presidents must be likeable and tough. The president receives more media attention than Congress and all the federal agencies combined -All presidents take advantage of the intense media interest to implement pr strategies to improve their popularity, generate support for programs, and explain embarrassing policy decisions. -Key task of people involved in political public relations is to help their candidate be more likeable, approachable, more like your neighbor
key factors and considerations when conducting public affairs
-Public Affairs: governmental relations at the local, state, national, and even international levels -Public affairs specialists build relationships with civil servants and elected officials, and also monitor governmental actions that may affect the employer or client. -A public affairs specialist primarily provides information about an organization's viewpoint to the public and government entities -A lobbyist has the more specialized function of directly working for the defeat, passage, or amendment of legislation and regulatory agency policies.
corporate government relations and the groups involved
-They gather information, disseminate management's views, cooperate with government on projects of mutual benefit, and motivate employees to participate in the political process -Keep track of various activities by legislative bodies, presenting views of various corporations to the government -Work on mutually helpful projects
wikis
-a collection of web pages that enable anyone who accesses them to provide input and even modify their content -interaction between individuals working on certain projects are facilitated by this, promote meaningful topic associations among different pages, ongoing process of collaboration -ex: GM invited users to share real life experiences -used by PR professionals to keep employees and clients up to date on schedules and plans for executing campaigns
paid media
-a news release is not advertising -organizations contract with the advertising department of media outlet to buy space or time -the organization has total control
conventions
-a series of meetings spread out over two or more days -purpose is to gather and exchange information, meet other people with similar interests, discuss and act on common problems, and enjoy recreation and social interaction -most held by national membership groups and trade association and are "out of town" -must consider timing(avoid peak work periods) -location (glamour, availability, accessibility) -facilities (size and necessary equipment) -exhibits (the main attraction of trade shows) -program (theme, speaker, schedule and size of program) -recreation (cocktail parties, sight seeing, golf) -attendance (need an appealing program and a concerted effort to persuade ppl to attend) -administration (register ppl, get them to where they need to be, etc.)
SMT (satellite media tour)
-a series of prebooked one on one interviews from a fixed location (usually a tv studio) via satellite with a series of television journalists or talk show hosts -make spokesperson available at designated time, such as celeb or industry expert, spokesperson sits at front and viewers can see local news anchor asking questions and spokesperson on a large screen answering them -could also do them on location -85% of nations tv stations participate in these
RMT (radio media tours)
-a spokesperson from a central location conducts a series of around the country, one on one interviews with several radio stations -PR rep prebooks phone interviews that can be recorded and aired for later use -need to know the station, good to tie kit to something that appeals to the audience -spokesperson must be prepared to give early interviews and should have endurance because they may give interview after interview for hours
trademark
-a word, symbol, or slogan used singly or in combination that identifies a products origin -must first sign a licensing letter -brand identity is extremely important -they are proper adjectives and should be capitalized, should never be pluralized, and are never verbs -hard to come up with original ones now
bad pitch
-act like a sales pitch -lack of time to research/ brainstorm -too broad of a target public/too many outlets -didnt do the research -reporter no longer works for outlet, has a different beat, or never covers stories like your pitch
media advisory
-also called media alert -may be sent with an accompanying news release -short, bulleted lines -notify reporters in advance about special events and what dignitaries will be attending -give basic details of date and time, plus video opportunities, so that media organizations can assign staff to cover the event -may contain a one line headline, a brief paragraph outlining the idea story or event, some of journalisms 5 W's and H's and who to contact for more info
strategic phase
-an issue that has become an emerging conflict is identified as needing concerted action by the PR practitioner -risk communication: dangers or threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental issues -conflict positioning: enable the organization to position itself favorably in anticipation of actions such as litigation, boycott, etc. -develop a specific crisis management plan for that particular issue
whats involved in sports promotions
-arouse public interest in teams and players, sell tickets to games, publicize corporate sponsors, sell souvenirs and clothing -prepare media kits, write bios on players, wine and dine reporters, arrange interviews, maintain press box, etc. -social media is becoming HUGE -community relations -Another aspect of sports relations is representing a high-profile athlete to ensure that they get favorable media coverage and endorsement deals Cheerleaders try to build fan and community enthusiasm for the team and make star players celebrities
what is involved in travel promotion?
-attract visitors to a destination and keep them happy once they arrive -stimulate public desire to visit a place -arrange for the travelers to reach it -make certain that visitors are comfortable, well treated, and entertained when they get there -internet and social media have greatly changed "destination marketing" -fam trip -identify target audiences and create special appeals and trips for them -must be prepared to cope with unexpected situations
why are PR practitioners called publicists in entertainment and what does their work entail?
-because his/her primary purpose is to get publicity in the media for his/her organizations and individual clients (OG press agent) -monitor the relationship between perception and reality to keep things in check -still put a "spin" on the mess ups of their celebrity clients -develop biographies of individual actors -prep digital media kits that include color photos, video clips and fact sheets about individuals and projects -research possible story angles that may interest a publication, an entertainment news site, or an entertainment blogger -maintain a clients fb and twitter -set up media/blogger interviews
SEC
-closely monitors the financial affairs of publicly traded companies and protects the interests of stockholders -liable if no full and timely disclosure -also e encourages the use of "plain english" to inform the average investor -Enron lead to the Sarbanes Oxley act
receptions and cocktail parties
-cocktail hour can be part of reception -purpose is to have people socialize, cost effective way to celebrate org's achievements, introduce new exec, get college alum together -focus on interaction not speeches -receptions 2 hours and people stand -bar is centerpiece and food should be appetizers -hosted bar is free drinks but try to offer beer and wine to keep everything chill -need to plan w caterer in advance about what finger food, how many bartenders, how you will be billed -closing the party is difficult you have to say "the bar is closing in ten"
structure of press release
-concise and streamlined to accommodate online viewing -single space 200 words or less -must identify key message that relates to campaign goals, primary audience, objective, what are the benefits, is this the best format for the info? -use associated press style -inverted pyramid approach: top line organization name and logo, second line date, third line headline in bold face and slightly larger, succinct 2-3 sentences, bullet points, pull quote, links, end w name, number and email -NO BUZZ WORDS
grassroots lobbying
-considered indirect lobbying -advocacy advertising, toll free phone lines, bulk faxing, websites, and direct mail aimed at directing calls to white house, congress etc -want to get individuals and groups with no financial interest in the issue to speak on the sponsors behalf -hearing from private citizens is more influential than people with vested interests
B roll
-contain additional soundbites and video that television news staffers can use to repackage a story -VNR should include 2-3 mins worth -these packages provide plenty of video files and soundbites but are not formally scripted into a complete story, this allows TV news staffs to easily pick and choose material to produce their own stories
new media
-democratized the world because there is internet access all over the world -widespread broadband -cheap and easy to use -new distribution channels -mobile devices -new advertising paradigms
conflict management
-develop communications strategies to influence the course of conflicts to the benefit of the organizations many constituents -Strategic: for the purpose of achieving particular objectives -Management: planned, deliberate action -Competition: striving for the same object, position, or prize as others -Conflict: sharp disagreements or opposition results in a direct, overt threat of attack from another entity. -conflict occurs when 2 groups direct their efforts against each other, devising actions and communication that directly or verbally attack the other group.
-enables users to take pictures on their smartphones, apply digital filters to them, and share them on a variety of social networks -brands use it to post photo, videos, infographics that can be accessed by the public on smartphones -is an iPhone app and has web based site too
EEOC
-ensures that workers are not discriminated against on the basis of their religion, ethnic background, gender or english skills -employers need to accommodate for religious needs their employees (ex: muslims pray 5x/day)
VNR (video news release)
-expensive, take a long time to plan so the news may not even be relevant by the time it comes out -highly technical, and require trained professionals and sophisticated equipment -formatted for immediate use with a minimum of effort by station personnel
blogs
-extremely cost effective way to reach a large number of people -websites maintained by individuals who want to share heir opinions and commentary on various topics -anyone can do it, no start up costs, informal, can include links, can be easily updated, people can comment -corporate blogs written by executives and rep the official voice of an org -employee blogs allow employees to blog on behalf of the organization but there are rules -third party blogs- must monitor and respond to postings on other blog sites
community relations
-good relationship with community is important for ticket sales so teams do charitable work -constantly work to build fan and community enthusiasm for a team and make star players celebrities
FTC
-has jurisdiction to determine that advertisements are not deceptive and misleading -LANHAM ACT says anyone is subject to liability if they release a misleading ad
webcasts
-helps enhance supplement websites -90% companies use webcasts for employee training to briefing financial analysts and news conferences launching a new product -save time and money and eliminate travel -are for specific, invited audiences -can also do live stream
FCC
-historically licensed radio and tv stations, allocating frequencies and ensuring that the public airwaves are used in the public interest -oversees internet policy -directly influence distribution of VNRs -net neutrality -Janet Jackson superbowl performance* -make them tell people where any information came from
recovery phase
-in the aftermath of a heated crisis the organization should employ strategies to bolster or repair its reputation with the key publics -reputation management: involves systematic research to learn the state of the organizations reputation and take steps to improve it. as events occur, the company responds with action -poorly managed issues can damage an organizations reputation -image restoration strategies can help if they include a genuine change from the organization
proactive phase
-includes activities or thought processes that keep a conflict from arising or getting out of hand -environmental scanning: constant reading, listening, and watching of current affairs with an eye to the organizations interests -issues tracking: becomes more focused and systematic through processes such as the daily collection of news stories -issues management: when the organization makes behavioral changes or creates strategic plans in ways that address the issue -develop a crisis plan as the first step in preparing for the worst or can "steal thunder" by exposing its crisis before media can
banquets
-large and formal functions held to honor an individual, raise money for a charity, or celebrate an event -special event so need special invitation -food, room rental, bartenders, decorations and table centerpieces, audiovisual requirements, speaker fees, entertainment, photographers, invitations, tickets, marketing/promotion -all are factored into the per ticket cost or companies can "buy a table" -must contact catering manager months in advance, most have set menu, also must consider tax and gratuity -timeline: need timeline for the process, the days leading up to the event, and the day of -logistics: does everyone have a table, registration lines minimum, table numbers visible
libel and defamation
-libel is a printed falsehood -Libel suits can be filed against organization officials who make libelous accusations in a media interview, send out news releases. Also can be dangerous to make unflattering comments about the competition's products. -defamation is any false statement about a person or organization that creates public hatred, contempt, or ridicule or inflicts injury on a reputation -A person must prove that the falsehood was communicated to others thru print, broadcast or electronic means, the person is identifiable, there is actual injury, the person was being malicious or negligent.
how PR professionals use social media
-listening and two way dialogue are part of todays practice and social media makes they conversation possible -organizations must behave and and perform bc society expects greater transparency and accountability -fully integrated as a tool in almost every PR campaign and PR firms are now hiring social media specialists
press parties
-luncheon, dinner, or cocktail party -host rises at the end of the cocktail party to make the pitch
goals of nonprofit organizations and major public relations tasks of these groups, especially fundraising techniques
-main purpose is to serve the public interest -do not distribute money to shareholders or owners and are tax exempt -foster good will and social responsibility -PR techniques include lobbying, litigation, boycotting, mass demonstrations, and reconciliation -FUNDRAISING TECHNIQUES: corporate and foundation donations, structured capital campaigns, direct mail, event sponsorship, endorsement and tie ins, online and social media
how do you distribute a press release?
-mat release, multimedia release, online -Today most news releases are single-spaced and readily available to almost everyone via email, electronic news services, or from an organization's online newsroom -Multimedia release: make it possible to embed a news release w high-resolution photos/graphics, video, and audio components -can be distributed through 5 major methods: 1)first class mail 2)fax 3)email 4)electronic wire service 5)online newsroom
lobbying
-more formal and more closely aligned with government relations or public affairs -aimed at the defeat, passage, or amendment of legislation and regulatory agency policies -work at local, state, and federal levels of government -represent the interests of virtually the entire spectrum of US business, educational, religious, local, national, and international pursuits -bring together input from many contending perspectives which can help forge actual guidelines and procedures in ways that legislative aides can't always do -can be suspicious "influence peddling"
-most visited social network in the US -most popular site with 1 billion users, 70% of which are from outside US -150 million visitors daily -users spend 7 hrs a month and 20% of online time there -used to gain consumer insights, create awareness, and promote brand loyalty
reactive phase
-once the issue/ conflict reaches a level of impact on the organization, the PR professional must react to events in the external communication environment as they unfold -crisis comm: include implementation of the crisis management plan as well as hectic 24/7 efforts to meet the needs of disaster victims, employees, govt officials and the media -conflict resolution techniques: bring a heated conflict to a favorable resolution -litigation public relations employs communication strategies and publicity efforts in support of legal actions or trial
earned media
-organization does not pay for placement, the gatekeepers choose it -news story based on info provided in a news release is referred to as earned media because editors make the ultimate decision whether a news release meets the journalistic standard of being newsworthy
FDA
-oversees advertising and promotion of over the counter drugs, cosmetics, and prescription drugs -misbranding liability -has specific guidelines for releases about a product 1) Fair balance- must tell about both the benefits and the risks 2) must be clear about the limitations of drug 3) news release should be accompanied by product sheets that give full prescribing info
-photo sharing site that includes a wider variety of content such as infographics that can be pinned by individuals to their websites, blogs, and social media profiles -travel fashion and food industries especially -it is highly integrated with social networking sites and is an app for smartphones -85% of users are women
promotional events
-planned to promote a product, increase organizational visibility, make friends, and raise money for a charitable cause -creativity is so important -use celebrity/personality that fits the product to attract attention -same planning as open house -need to consider liability ex: sign a waiver
fact sheet
-product fact sheet- summary sheet about characteristics of a new product that serves as a quick reference for a journalist writing a story often distributed as part of a media kit or with a news release -corporate profile- one page summary in bulleted list format that gives basic information about an organization and its company to provide reporters with a crib sheet so they can verify basic facts
first amendment protection
-promotion of products and services, whether it be through advertising, public policy, etc. is not protected -classified as commercial speech, over which there are certain restrictions -the gov can regulate advertising that is: false, misleading, deceptive or promotes unlawful goods and services
copyright
-protection of a creative work from unauthorized use -doesnt protect ideas, but protects the specific way those ideas are expressed
how public relations is involved in communicating info to key publics of health agencies
-provide healthcare, fund for health initiatives, and oversight -must be prepared to handle crisis situations done on behalf of citizens -convey health information, prevention measures, and emergency response information as a means of reducing health risks
pitch letter
-public relations personnel "pitch" journalists and editors with story ideas about their employer or client. -Such pitches are usually e-mailed, but can also be a text message or even a tweet. -A good pitch is based on research and a creative idea that will appeal to the journalist or editor.
media tours
-purpose is to brief the media/get to know the media and journalists on a more personal basis -junket: most common, editors and reporters are invited to inspect a company's manufacturing facilities in several cities, ride an inaugural flight of a new air route, or watch previews of the TV network programs for the fall season in Hollywood or NY fam trip-offered to travel writers and editors by the tourism industry. All expenses are paid in hope that the writers will report favorably on their experiences -tour of industry place
tv and radio reach
-reach the vast majority of the american public on daily basis -radio reaches 92% of the american population and people over the age of 12 listen for 2.5 hours a day -television reaches 95% of the american population for longer periods of time 4.9 hours a day -they have expanded to other formats
the function of labor unions and who they operate on behalf of
-represent the interests of the entire industry and advocate on behalf of their employees -lobby for better working conditions, higher wages, increased safety regulations,better benefits, and education for their members
good pitch
-research the journalist -consider what the journalist would find most relevant -get creative with the story angle -send the pitch at an appropriate time -follow up ONCE via email and phone -The objective is to contact journalists and bloggers on a one-to-one basis and convince them that you have a newsworthy story or idea Email is the most popular and widely used method to pitch a story Guidlines: -Use a succinct subject line that tells the editor what you have to offer. Dont try to be cute or gimmicky -Get to the point, present your major point or idea in the first paragraph -Keep the message brief, one screen at the most -Dont include attachments, many reporters dont open attachments bc of viruses -Provide links to photos and other background material -Dont send "blast" emails to large numbers of editors -Send tailored email pitches to specific reporters and editors; the pitch should be relevant to their beats and publications -Regularly check the names in your email database to remove redundant recipients -Give editors option of getting off your email list Establish a relationship
group meetings
-schedule the correct size room ex: if room is too big, people will think meeting was not successful -seating ex: luncheon has round tables of 6 to 8 -facilities -invitations with time, date okay, RSVP -registration and identification -representative from company should be at front greeting and directing -name tags -printed program of what is going to go on at the meeting -location -meals -work w catering managers -speakers should be booked in advanced and chosen because of their expertise, crowd drawing capacity, and speaking ability
Youtube
-second most popular search engine site after google and gets more than 4 billion views/day -video is the new best thing to be shared, consumers more likely to buy product -college students and people 35-64 are prime audiences on youtube -must be creative (humor and parody used often) -video posted by third party can be issue (ex: united airlines) -About 48 hours of video are uploaded every minute of the day so PR professionals must be creative thinkers and produce engaging content
conflict management life cycle
-shows the big picture of how to manage conflict -proactive phase -strategic phase -reactive phase -recovery phase
what public relations at colleges and universities involves
-supervise information news service, publications, and special events -writing, photography, graphic design, broadcasting, computer networking -monitor social media to stay atop emerging issues that may damage the reputation of their institution -news bureau produces news releases, brochures, etc. and provide assistance for reporters, editors -attend top level meetings to develop action plans in response to questions -president also important bc he/she is the face of the institution -key publics: faculty/staff, students, prospective students, alumni and other donors
key skills for public relations practitioners who seek opportunities for international public relations work
-take courses in international relations, global marketing techniques, the basics of strategic public relations planning, foreign languages, social and economic geography, and cross cultural communication -should study abroad
trade shows
-the ultimate marketing event -major expense is exhibit booth which are designed for maximum visibility -want best potential for generating sales -plan exhibit 6-12 months in advance -visual -involvement techniques -personable reps -souvenirs -promote exhibit in advance -one on one comm generates sales and exhibits help show what your products do -hospitality suites are used to entertain key prospects, give more in depth demos, and talk business deals -pressrooms where exhibitors distribute media kits to journalists covering the show
open house and plant tours
-to develop favorable opinion about an organization -show facilities where and organizations does its work and plant tour is how the work is done -open house usually a one day affair and attendance is by invitation or can be announced in general media and anyone can come -plant tours common among producers of consumer goods and offer tours daily when plant is in operation and have only a few people at a time -open house must consider day and hour, guests, publicity and invitations, vehicles, reception, focal point of activity, restrooms, safety, routing, guides, explanation, housekeeping and attire, emergencies
why foreign corporations retain public relations council in the united states
-to hold off protectionist moves that threaten their company or industry -to defeat legislation against the sale of their products -to provide ongoing information on political, legal, and commercial developments in the United States that could affect their business interests -to support expansion for their markets in the United States -to deal with a criss situation that threatens the financial health or reputation of the organization
Press release
-todays basic version of the news release -news type article written by PR professional and presented to newspaper or other publication/media outlet; meant to be used either verbatim or as background media -most commonly used PR tactic but social media has changed how it is used
fam trip
-travel writers and/or travel salespeople are invited to resorts, theme park, or another destination for inspection visit
radio PSAs (public service announcements)
-unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest - uppercase, double spaced can be 60, 30, 20, 15, or 10 seconds -submit one PSA in multiple lengths to radio station to give station flexibility to use PSA in a specific time slot -many PSAs use music/ sound effects to set a mood -can be mailed to a stations public service director, sent a CD, provide an 800 number, provide downloads from organizations website -often nonprofits PSAs do not get run during prime time
Flickr
-very popular photo sharing site -6 billion photos and 50 million registered users -used by PR professionals to find photos and videos they can use on an employers website and social media pages and to make photos available for possible use by other bloggers and individuals
podcasts
-webcast designed to be distributed over the internet using syndication feeds for playback to computers, smartphones, etc. -cost effective, users can access it on a 24/7 basis, portability -organizations use for news about company, in depth interviews with executives, features giving consumer tips about products, and training materials for employees -keep to less than 15 min, several segments, dont use a script, create RSS feed, produce new podcast on a weekly basis
fair comment and criticism
-when companies and individuals voluntarily display their wares to the public for sale or consumption, they have no real recourse against criticism done with honest purpose and lack of malicious intent -a defense used by theater and music critics when they lambaste a play or concert.
ANR (audio news release)
-written for the ear -more concise and to the point: average time about 125 words, must be accurately timed and recorded -more conversational, partial/incomplete sentences are OK -cost-effective -dif stations have dif demographics so one ANR should not be sent to every station -should be timely, localized, humanized, and visual appeal -timing and sound quality are vital
three concepts pertinent to PR professionals when dealing with the SEC
1) Full information must be given on anything that might materially affect the company's stock 2)Timely disclosure is essential: company must act promptly to dispel or confirm rumors that result in unusual market activity or market variations 3)Insider trading is illegal: cannot use inside info to buy and sell company stock
roles of journalist and PR practitioner
1) Shoot Squarely -honesty is the best policy -credibility is your most important asset -good news and bad news even out over time -Protect journalist initiative (if a reporter gets a tip and asks for info, the story belongs to them) 2)Give service -give journalists newsworthy, interesting, and timely stories and photos -reporters have tight deadlines, keep their lead in mind -journalists count on/ cooperate with practitioners who respond in a timely fashion -sometimes you have to be "on call" 3) Don't beg or whine -dont beg to have a story used or complain about story treatment -just because your company advertises with an outlet doesn't give you authority or right to pressure editorial staff to run your story -"fire wall" exists between the advertising and news departments (journalists have finely developed sense of objectivity and news values)
how is a press release used by PR practitioners and journalists
1) the reality of mass communications today is that reporters and editors spend most of their time processing info and not gathering it 2) no media enterprise has enough staff to cover every single event in the community
corporate speech
media efforts by corporations that seek to effect political outcomes or social climates
fair use doctrine
part of a copyrighted article may be quoted directly, but the quoted material must be in brief relation to the length of the original work and complete attribution of the source must be given -need permission if it is to be used in promotions/ads
commercial speech
promotes products or services -This means messages can be regulated by the state in the interest of public health, safety and consumer protection
public domain
the state of belonging or being available to the public as a whole, and therefore not subject to copyright
