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78 Cards in this Set
- Front
- Back
John Wherry definition of PR
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-Do a good job
-Do a GOOD job -Do a GOOD JOB -Tell people about it |
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Perception in public relations world
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Reality
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Rex Harlow definition of PR
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Helps establish mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics
-involves management of problems or issues -helps keep informed on and responsive to public opinion -defines and emphasizes the responsibility of management to serve the public interest -helps management keep abreast of and effectively utilize change, serving as an early warning system -uses research and ethical communication techniques as its principle tools |
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Cutlip, Center, and Broom definintion of PR
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The management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics
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Long and Hazelton definition of PR
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Maintain environment for the purpose of achieving organizational goals
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James E. Grunig definition of PR
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Management of communication between an organization and its publics
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Common themes in PR definitions (6)
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-management function
-two way communication -relationships, education, and reputation -deliberate and planned -ethical performance -public interest |
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PR's role in society (5)
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-keep organizations sensitive
-heighten public accountability for government and business -provide important public dialogue -help organizations succeed -build trust |
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Entities in which PR functions (7)
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-corporations
-government and politics -education -non-profit organizations -entertainment, sports, and travel -agency or consulting firm -international organizations or agencies |
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(Genereally) Entry level PR functions/activities--tactical (6)
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-publicity
-media relations -special events -marketing communiation -employee relations -public/government affairs |
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(Generally) More experience, higher paying PR functions/activities--managerial (7)
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-issues management
-financial relations -industry relations -development or fundraising -intercultural relations -research -counseling |
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Differences between PR and journalism (4)
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-journalists write, PR people have many tasks
-journalists report facts, PR is advocacy -journalists must attribute info to some source, in EXACT words; senior PR people often write bosses' words -journalists have mass audience, PR targets audiences, or publics |
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21st Century PR trends (8)
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-demands for more transparency
-expanding PR roles/encroachment -more emphasis on evaluation -changing media; 24/7 demands -outsourcing -life-long learning -diversity slowly coming into field -feminization of the practice |
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Line function
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report to someone in organizational chain, subject to demands of that unit
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Staff function
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positioned to directly advice top management without the line restrictions--strategic PR is usually a staff function
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Resolution of friction (4)
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-senior person in these functions should all have equal status
-clearly delineatte responsibilities, in writing -should serve together on problem solving team and other key committees to exchange expertese and ideas -should have regular contact |
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PR Firms (3)
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-Entities outsource PR work
-small entities use PR firms when they don't see enough day-to-day need -larger entities use PR firms as supplemental "arms and legs" to carry out strategies |
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Some large PR firms (5)
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-Weber Shandwick
-Edelman Worldwide -Hill and Knowlton -Burson-Marsteller -Fleishman-Hillard |
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Global explosion of PR--results of (2)
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-fully owned firms, subsidiaries, affiliated networks like Worldcom, Pinnacle, and IPREX around the world
-growth of communication conglomerates (Omnicom, WPP, Interpublic Group) |
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Agency advantages (5)
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-objectivity
-specialized skills/expertese -resources/contacts -network of offices (sometimes) -credibility |
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Agency disadvantages (5)
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-lack of knowledge of client
-turnover/rapid delegation -limited attention/other clients -network has varying expertese -expensive |
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Early roots of PR (5)
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-ancient Egypt
-Grecian Olympics -Julius Caesar -Alma 46 (title of liberty) -Alma 51 (kingmen and Moroni) |
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US Beginnings of PR (5)
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-Revolutionary War fostered by activists
-Boston Tea Party -Declaration of Independence -1800s: Press agents, hype, pseudoevents (P.T. Barnum "Sucker born every minute") -Industrial Revolution, "journalists in residence" for oil, railroad, other industries |
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PR in 1900-1950 (7)
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-Fostered by WWI
-George Creel, Creel Committee -Henry Ford -Theodore Vale, Arthur Page -Teddy Roosevelt (brought press relations into White House) -Ivy Ledbetter Lee, first PR counselor, importance of honest, accurate info -Edward Bernays and Doris Fleishman, "engineering of consent, or scientific persuasion, valued the "big idea" |
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PR in 1950-2000 (4)
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"Toward Maturity"
-Government increased after WWII -PR understanding transferred to business -urbanization, growth of media, impersonalized society fostered PR -Departments became more specialized as society got more complex |
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PR Professional Associations (6)
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-PRSA
-International Association of Business Communications (IABC) -Specific practice associations -International Public Relations Association -Some 72 national associations -Global Alliance of PR |
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Key skills to succeed in PR (6)
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-writing
-strategic thinking (problem solving) -information gathering--ability to gain understanding (inquisitiveness) -counseling--speaking your mind AND listening -business (organizational) acumen -Cross-cultural understanding, sensitivity |
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PR Process: RACE
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R-research
A-action, doing something C-communication, telling about it E-evaluation, impact of program |
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Cutlip, Center & Broom Four-Step PR Process
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1-Define problem
2-Plan and program 3-Act and cocmmunicate 4-Evaluate |
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Expect management positions if...
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you show them "stuff," research, appeal to their "bottom line" mentality
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Situation Analysis (6)
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-What is the problem?
-Where is this a problem? -When is it a problem? -Who is involved or affected? -How are they involved or affected? -Why is this a concern to the organization and its publics (what is the ultimate consequence--worst case scenario) |
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Secondary Research
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Research that others have already done that is relevant to your situation
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Primary Research
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Research you do yourself or hire out to be done specific to the problem at hand
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Informal Primary Research (7)
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-Key informants
-Field reports -Focus groups -Advisory committees -in-depth interviews (with experts) -call-in telephone lines -emails/blogs, website feedback |
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Formal Primary Research (3)
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-Content analyses
-Focus groups -Random sample surveys |
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Value of triangulation
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any one method of research we do, if that's ALL we do, you can't gurantee the results reflect true trends
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Things to watch out for when conducting surveys (7)
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-ensure representative samples
-conduct surveys at proper times -avoid biased/leading questions -avoid courtesy bias -start with easy questions -use Likert-type scales to ensure extent of feelings -people are more likely to answer questions about other people |
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James Grunig on Publics
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Organizations don't choose publics; publics choose you.
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John Dewey on publics (2)
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-Group whose members face same problem, recognize it exists, and organize to do something to do something about it
-Problem must have consequences on the public, and vice versa |
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What is public opinion?
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-"...collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, ideas"
-"sum of individual opionions on an issue that affects individuals." -a collection of views held by persons interested in the subject --COMMON THREAD-- >Self Interest< |
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Publics and Events (4)
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-events trigger public opinion
-public opinion does not anticipate events, it only reacts to them -huge events can sway public opinion; often only temporary -if self-interest gets involved, then opinion endures |
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Grunig's Situational Theory (3)
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Distinguished between active information seekers and passive processors
*Three motivators of publics -Problem recognition (something is lacking) -Level of involvement -Constraint recognition (feeling as if little or nothing can be done) |
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Four types of publics over time
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*apathetic: don't care about any issue
*hot issue: active on highly public issue *single-issue: active on one narrow issue (ie saving the whales) *all-issue: impelled to constant activism |
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Strategic PR planning (3)
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-Define overall program goal "where do we want to end up?"
-Determine target publics "Who must the program respond to, reach, and affect?" -Set objectives "What must be achieved with each public to accomplish our program goal?" |
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Objectives must be... (+3)
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measurable!
-behavior -attitude -awareness etc. |
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Woman who won Nobel Peace Prize with her one-woman PR campaign--why?
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Jodi Williams, Land mine campaign
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Setting objectives (5)
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-determine strategies and tactics
-set responsibilities (who will do what?) -develop timeline -establish budget parameters -sell the plan to management |
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Management decision-making, are they...(4)
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-responsible?
-fully aware of publics who will be affected by decision, positively or negatively? -taking into acocunt the possible reactions of these publics? -including PR in mapping out appropriate communication or response strategies? |
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Communication vs. communications
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Communication-process, goal
Communications-technical, mechanical method to make it happen |
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Communication process (8)
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-source
-process of encoding -a message -a channel -a process of decoding -a receiver -the potential for feedback -the possibility of noise KEEP IN MIND EXPERIENCE, BACKGROUND |
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Communication arenas (3)
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-interpersonal (face-to-face)
-machine assited interpersonal -mass communication |
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Uses and gratification theory on media
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people use media to advance their own goals--whatever they may be
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Theory of selectivity (4)
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-exposure
-attention -perception -retention |
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Media makes you aware...
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but rarely affects opinion--actually reinforce opinions
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Five-stage adoption process
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-awareness
-interests -evaluation -trial -adoption (buying a car...) |
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Elements that constitute effective messages (11)
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-write with clarity (KISS)
-use symbols, acronyms, and slogans -avoid jargon, cliches -avoid euphemisms -are repeated (gen. rule--person must see @ least 4 times) -know your audience -appeal to public's self-interest -credible source/spokesperson -message clarity -timing -audience buy-in or involvement |
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PR is a persuasion function to: (3)
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-change or neutralize hostile opinions
-turn latent opinions into positive attitudes -retain favorable opinions |
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Perfect persuasion
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The Savior :)
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When using celebrity endorsement, remember: (3)
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-use simple messages
-ensure believability -don't overuse |
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To have a credible source/spokesperson: (3)
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-expertese
-sincerity -charisma |
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Modern audience characteristics (4)
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-increasingly visual oriented
-celebrity worshippers -cynical about what they see/hear -expanding globally |
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Print media
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-best for complex messages
-cannot match electronic immediacy -papers accept news releases/news tips -magazines' special editions often match your message |
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Motion pictures
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-strong emotional impact
-silent promos in movies increasing, but still limited cost of inclusion prohibits all but largest entities -institutional films, DVDs, becoming valuable PR tools |
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Television
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-Like movies, strong emotional impact
-leaves strong "visual memories" -local and national reach for entities -interviews and talk show guests -video news releases |
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Radio
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-highly adaptable
-cheap -specific audiences -message prep quick & cheap -easier access -talk shows -live reports -local sponsorships |
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Internet
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-most dynamic of all media
-broadest possible audience -interactive -no gatekeepers -cheap and easy |
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guidelines for media relations
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-recognize differences in media
-follow legit news procedures -make pitches clearly and quickly -do not overly hype story or beg -be honest and helpful -do not speak off record -NEVER say "no comment" -do not ask to edit story |
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photo resolution
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200-300 dpi
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Issue
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difference between "what is" and "what ought to be" from view of publics
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Issue stages
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-potential
-imminant -current -critical -dormant |
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Proactive approach to issues
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-anticipate problems and threats
-minimize surprises -resolve issues properly -prevent crises |
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three degrees of evaluation
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-prep
-implementation -impact |
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ethics
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"How we live our lives; what is right and wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible and the like."
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PR people are accountable to:
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-themselves
-their employers -the public interest -their professional association |
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PRSA's code of ethics
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-Act responsibly
-be accurate and truthful; do not obstruct or corrupt information flow -provide objective counsel and avoid conflicts of interest -be faithful and loyal to organizations -respect the opinions of others -advance the profession through appropriate personal development |
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to prove defamation
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-statement was communicated through media
-person was identified or identifiable -actual injury occurred ($, reputation, mental suffering...) -statement was malicious or negligent |
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Copyright term extension act
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-life of creator +70 years
-corporation +95 years |
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Registration and trademarks
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Registered trademark, or ®, tells you brand is protected
™is also protected, will become registered |