Public Relations Test 2

Front 1

whats the difference between lawyers and public relation advisors

Back 1

Lawyers correctly advise clients on what they must o, within the letter of legal requirements, to defend themseleves in a court of law
Public relations advisors counsel clients on not what the must do but what they should do to defend themsevels in the court of public opinion

Front 2

public relations and the law both begin with the

Back 2

first amendment to the consitution that guarantees freedom of speech in our society

Front 3

from a legal point of view a organization should say

Back 3

as little as possible prior to there court date

Front 4

from a public relations view a organization should say

Back 4

it often makes sense to go public early on, especially if the organizations integrity or credibility is being called into public question

Front 5

defamination laws include

Back 5

libel and slander

Front 6

defamation

Back 6

is the umbrella term used to describe libel- a printed falsehood-and slander-and oral falsehood.

Front 7

for defamaion to be proved , a plantiff must convince the court that certain requirements have been met

Back 7

1. the falsehood was communicated through print, broadcast, or other electronic means
2.the person who is the subject of the falsehood was identified or easily identifiable
3. the identified person has suffered injury- in the form of monetary losses, representational loss, or mental suffering

Front 8

actual malice in a public figure slander case means

Back 8

that statements have been published with the knowledge that the were false or with reckless disregard for whether the statements were false.

Front 9

actual malice trumps

Back 9

truth is a defense against libel..... NOT ALWYAS TRUE

Front 10

A practitionar in a hostpial should have an understanding of

Back 10

managed care and its ramifications

Front 11

A practitionar at a non-profit organization should understand the

Back 11

laws that govern donors and recipients

Front 12

A practitioner at a college ought to undertsnad the

Back 12

law that govern the privacy of student and faculty records

Front 13

A practitioner in a particular industry- chemical, computer, banking, sports, - should understand

Back 13

the laws germane to that particalr area

Front 14

every public company has an obligation to deal frankly, comprehensively, and immedietly with

Back 14

with any information that is considered material, a material announcement is one that migth cause an investor to buy, hold, or sell, a stock

Front 15

The securities and exchange commission

Back 15

has painted a general portrait of disclousre requirements for practitioners, with which all practitioners in public companies should be familar

Front 16

Securities ACT of 1933 and the securities exchange act of 1934

Back 16

which attempted to protect the public from abuses in issuance and sale of securities .... also gives securities exchange commision SEC its mandate

Front 17

The SECs overriding concern is that

Back 17

all investors have an opportunity to learn about material inofrmation as promptly as possible. basically a company is expected to release news that may affect its stock market price as quickly as possible

Front 18

antifraud statue 10b-5 of the securities exchange act

Back 18

the SEC strictly prohibits the dissemination of false or misleading information to investors , insider trading on the basis of material info not disclosed to the public

Front 19

Ivan Boesky and Michael Milken

Back 19

two wall street legands, who were involved in a huge insider trading scandel at the turn of the 20th century

Front 20

Sam Waksal

Back 20

ImClone got martha stwart to go to prison. knew the drug was no going to be approved by FDA

Front 21

besides cracking down on insider trading , the SEC has challanged

Back 21

cooperations and public relation firms on the accuracy of information they disseminate for clients.

Front 22

regulation FD or fair disclosure

Back 22

regulation FD requires companies to widely disseminate any material anouncments.
media relases used to only be given to large investors or security analuyst. but now evene if the news accidnetly slip out, it must be issued to the news within 24 hours

Front 23

Sarbanes-Oxley act

Back 23

came as a result of large cooperate financial scandals.required all publicly traded companies to increase financial disclosure and submit and annual report of the effectivness of their internal accounting controls to the SEC, with criminal and civil penalties for noncompliance

Front 24

copyright law

Back 24

provides basic, automatic protection for writes, whether a manuscript is registered with the copyright office or even published. an "original work of authorship"has copyright protection from the moment the work is in the following fixed form
literacy work, musical work, dramatic work, choerogpahic wok, pictoral, motion pictures, sound recordings

Front 25

the word fixed means

Back 25

that the work is suffieciently permanent to permit it to be percieved, reproduced, or otherwise communicated

Front 26

copyright law is different from trademark law because

Back 26

trademark refers to a word, symbol, or slogan used alone or in combination, that idenittifes a product or its sponser - for ex nike swoosh

Front 27

when courts have stated again and again is that for the purpose of -----,-----,----,----,or--------, the use of copyright material is not a infrigment but rather------

Back 27

critisim, news reporting, teaching, scholarship , or research
fair use

Front 28

fair use is

and ex

Back 28

vauge....no speicifc limit on how much you can quote or what you can quote.

AP put a limit on how much you can quote

Front 29

overtime the supreme court has stregthened the copyright status of

Back 29

freelance artists and writers. ruling that professionals retain the right to cpyright what they create as long as they were not in a conventional employment relationship with the organization that commisioned their work

Front 30

what to know about censorship

Back 30

in 1996 congress tried to pass Communications decency act(CDA) giving criminal penalties to anyone allowing indecent speech available to a person under 18yrs of age. but it was unconstitutional. then tried to pass child online protection act, and tried to get search documents from google(who refused) also considered unconsitutional

Front 31

intellectual property story

Back 31

everyone hates napster
90percent of all IP in china is pirated

Front 32

cybersquatting

Back 32

grabbing domain names in bad faith, expressly for the purpose of tormenting or shaking down a rightful registrant. cant take exact name because of trademark laws but cybersquatting register names that only differ slightly trying to ether sell the name or disrupt the companys commerce

Front 33

click fraud

Back 33

click you website to make it seem more popular in search ranking giving skewed data to marketers

Front 34

litigation public relations

Back 34

managing the media process during the course of any legal dispute so as to affect the outcome or its impact on the clients overall reputation

Front 35

what are the 7 steps to the litigation process

Back 35

learn the process
develop a message strategy
settle fast
anticipate high-profile variables
keep the focus positive
try settling again
fight nicely

Front 36

public relations people are paid to

Back 36

tell their clients what is the right thing to do

Front 37

what is the job of a inhouse public relations practitioner

Back 37

support management in achieveing its objectives.

Front 38

what is the job of a professional in a public relations agaency

Back 38

contibute to the revenue generation of the company.

Front 39

managers insist on------ so the best public relations program can be measured in terms of

Back 39

results ------------ahcieveing results in buildibng key relationships on which a organization depends

Front 40

boundry role

Back 40

public relation managers, they function at the edge of an organization a a liasion between the organzation and its external and internal publics. . public relation practitionars have one foot inside the organization and one foot out

Front 41

public relation managers are also system managers

Back 41

knowledgable about and able to deal with the complex relationships inherent in the organization

Front 42

what are the 4 questions public managers should ask?

Back 42

1.what are we attempting to achieve, and hwere are we going in that pursuit
2. what is the nature of the enviornment in which we must operate
3.who are the key audiences we must convince in the process
4. how will we get to where we want to be

Front 43

cooperate conscience

Back 43

pr professionals should enjoy autonomy to deal openly and honestly with management. if a idea doesnt make sense, or a product is flawed, its the duty of the pr professional to to challenge the consensus

Front 44

what is the flow of conceptualizing the public relations plan?

Back 44

environement-> business objectives-> public relations objectives and strategies-> public relations programs

Front 45

the public relations management process includes 4 steps

Back 45

1. defining the problem or oppertunity-
2. programming
3.action
4.evaluation

Front 46

defining the probelm or oppertunity

Back 46

this requires researching current attitudes and opinions about issue, product, candidate, or company in question and detemining the essence of the problem

Front 47

programming

Back 47

this is the formal planning stage, which addresses key constituent publics, strategies, tactics, and goals

Front 48

action

Back 48

this is the communications phase, when the program is implemented

Front 49

evaluation

Back 49

the final step in the process is the assessment of what worked, what didnt, and how to improve in the future

Front 50

executive summary

Back 50

an overview of the plan

Front 51

communication process

Back 51

how it works, for understandign and training purposes

Front 52

background

Back 52

mission statement, vision, values, events that led to the need for the plan

Front 53

situation analysis

Back 53

major issues and related facts the plan with deal with

Front 54

audiences

Back 54

strategic constituencies related to the issues, listed in order of importence, with whom you wish to develop and maintain relationships

Front 55

key audience messages

Back 55

one or two sentence messages that you want to be understood by each key audience

Front 56

implementation

Back 56

issues, audiences, messages, media, timing , cost, expected outcomes, and method of evaluation

Front 57

budget

Back 57

the plans overall budget presented in the organizations accepted style

Front 58

monitoring and evaluation

Back 58

how the plans result will be measured and evaluated against a previously set benchmark or desired outcome

Front 59

4 steps to a public relations camapaign

Back 59

1. backrounding the problem
2. preparing the proposal
3. implementing the plan
4.evaluating the campaign

Front 60

backrounding the problem

Back 60

speicies the major aims of the camapaingn
"whats' to be accomplished

Front 61

preparing the proposal

Back 61

outlines the strategies- hows- and the public relation tools to be used to fufill the objectives

Front 62

situational analysis

Back 62

description of the challenge as it currently exsists

Front 63

scope of assignment

Back 63

description of the nature of the assignment: what the pr program will attempt to do

Front 64

target audience

Back 64

specific targets identified and divided into manageable groups

Front 65

research methos

Back 65

specific research approach to be used

Front 66

key messages

Back 66

speicif selected appeals: what do we want to tell our audience?how do we want them to feel about us?what do we want them to do?

Front 67

communication vehicles

Back 67

tactical communication devices to be used

Front 68

project team

Back 68

key players who will particiapte in the program

Front 69

timing and fees

Back 69

a timetable with proposed costs identified

Front 70

when a outside supplier submits a proposal what should be factored in

Back 70

cancellation clauses, confidentiality of work, and references

Front 71

implementing the plan

Back 71

3rd stage. may contain time chart speicifying when each action will take place. speicif activities defines, people assigned to them, and deadline are established. guts of camapign plan

Front 72

evaluating the campaign

Back 72

to find out whether the plan worked. \did we implement the activites we proposed
did we recieve appropriate public recognition for out efforts
did attitudes change

Front 73

a organizations goals must define what its

Back 73

public relations goals will be,and the only good goals are the ones that can be measured

Front 74

MBO can provide public relation managers with

Back 74

a powerful source of feedbacxk

Front 75

what 2 questions do public relation managers strive to asnwer

Back 75

how can we measure public relation results

how do we know whether the public relations program is making progress

Front 76

4 points of MBO

Back 76

1. specification of the organizations goals, with objective measures of the organization performancee
2.conferences between the superiror and the subordiante to agree on achievable goals
3.agreement between the superior and the subordiante on objectives consistenet with the organizations goals
4.periodic reviews by the superior and the subordiante to assess progress toward achieveing the goals

Front 77

look at pg 88/

Back 77

d

Front 78

fuctional budgeting

Back 78

dollars for staff resources, activites, and so on are linked to specific revenue-generating activities

Front 79

adminsitrative budgeting

Back 79

PR is a "staff" actvitiy.not responsible for generating activites. the budget dollars are assigned generally against the departments allocation for staff and expenses

Front 80

the key to budgeting two steps

Back 80

1.estimating the extent of the resources, both personal and purchases, needed to accomplish each acitivity
2estimating the cost and availability of those resources

Front 81

pay-per-performence

Back 81

PR aganecys are paid on how much attention a event gets. no attentuion no money

Front 82

media relations

Back 82

coordinating relationships with the online, print, and electronic media, which includes arranging and monitoring press interviews, writing news releases, and related press material, organizing press concferences,and answering media inquiries and requests

Front 83

social netowrk marketing

Back 83

the digital revolution has introduced a whole new componenet to public relation skill set market through socail media

Front 84

internal communications

Back 84

informing employees and prinicpals through a varietys of means, including intranet, newsletters, televisions, and meetings. this role has emphasized new-orietnnted communications rather than benefits-oriented ines, which are usually the province of personal departments

Front 85

govenrment relations and public affiars

Back 85

coordinating acitivites with legislator on local, state, and federal levels. including research activites and public policy information

Front 86

community relations

Back 86

orchestrating interaction with the community, perhaps including open houses, tours, and employee volunteer efforts designed ti refelect the supportive nature of the organization to the community

Front 87

investor relations

Back 87

managaing relations with the investment community, including the firms present and potential stockholders

Front 88

consumer relations

Back 88

supporting activites with customers and potential customers with activites ranging from hard-sell product promotion activites to soft consumer advisory services

Front 89

public relations research

Back 89

conducting opinion research, which involves assisiting in the public policy formation process through the coordination and interpretation of attitudianl studies of key publics

Front 90

public relations writing

Back 90

coordinsting the insitutions printed voice with its public through reprints of speeches, annual reports, quartely statements and product and company brouchures

Front 91

special public relations

Back 91

coordinating relationships with outside specialty gorups such as supplies, educators, students, nonprofit organizations, and compeititors

Front 92

institutional advertising

Back 92

managing the insitutional-or nonproduct sdvertising image as well as being called on increasingly to assist in the management of more traditional product advertising

Front 93

graphics

Back 93

coordinating the graphic and photographic services of the organization

Front 94

web-site management

Back 94

coordinating the organizations online face

Front 95

philanthropy

Back 95

managing the gift giving apparatus, which ordinarily cosists of screening and evaluating philanthropic proposals and alloacating the organizations available resources

Front 96

special events

Back 96

coordinating special events, including travel for company management, cooperate celebrations and exhibits, dinners, groundbreakings, and grand openings

Front 97

management counselling

Back 97

advising managers on alternative options and recommended choices in light of public responsabilities

Front 98

gantt chart

Back 98

focuses on sequence of tasks necessary for completion of the project at hand. represented in horizontal bars. the wider the bar the more time the task will take

Front 99

PERT

Back 99

developed by navy. shows relationships between each activity .this tasks create a path way. the critical path is a series of tasks that must be completed before a certain time period for the project to be completeed on schedule

Front 100

where are the 2 places public relation professionals work?

Back 100

1.as a staff professional in a public relations department of a corporation, university, hospital, etc whose task is to suppoer the primary buissness of the organzation
2. as a line professional in a public relation agency who primary task is to help the organization earn revenue

Front 101

the biggest difference vetween an external and an internal departmnet is

Back 101

perspective. the former is outside looking in; the latter is inside looking out

Front 102

what are the 2 parts of reputation

Back 102

1. the more rational products and performance
2.emotional behavioral factors, such as customer service, CEO performance, personal experience with the compnay

gained by what one does not but what one says

Front 103

reputation management

Back 103

is the ability to link reputation to business goals to increase support and advocacy and increase organizational success through profit, contributions, attendance, and so on .

Front 104

Gitlow V New York

Back 104

became a question if federal law has jurisdiction over state law and local law. helps federal gov make sure due process was followed

Front 105

near v minnestota

Back 105

changed the clear amd and present danger test :near had a tabloid that was agaisnt everyone besides white males. minnestoa had a law agaisnt obsenity. minnestoa trys to arrest near and near follows gitlow and says that goes against his 1st amendment.

Front 106

court only hold up censorship under 3 circumstances

Back 106

1. obsencene
2. cause violence
3. endanger us during war

Front 107

obsenity

Back 107

whether to the avg person (a jury of your peers) applying the contemporary standards of the community, the dominant theme of the material taken as a whole. appeals to the (prudient/ creates a unnatural craving for) interest in sex

Front 108

Redudrick vs newyork

Back 108

among the 9 of we cant deterine what is obsene as long as its not thrown upon unconsenting adults, minors, are protected and its not pandered (using sensational techniques)

Front 109

john twain

Back 109

printing book, english king overthrown
twain wouldnt rat out people, he was only a printer

Front 110

Rule 10b-5 of Securities and Exchange Act

Back 110

No dissemination of false or misleading information to investors
Prohibits insider trading of securities based on material not disclosed to the public

Front 111

tort

Back 111

any civil wrong other than a breach of contract
not contract or criminal
its civil violation

Front 112

criminal law

Back 112

fine/jail time. crimes against soicety

Front 113

contract law

Back 113

I will do this for you, if you pay me x
people/organizations make contracts

Front 114

libel is usually------ slander is usually-----

Back 114

written.... spoken

Front 115

in most states if the spoken remark, comes from a prepared text (from a news prompter) it is

Back 115

libel not slander because it originally was a written text

Front 116

things on the interent are considered

Back 116

interpersonal relation, so nobody considers it libel

Front 117

how can you get money from slander

Back 117

ONLY
if remark you made caused company to lose x amount of money
only if it wasnt true OR if it is true doesnt need to be said(illegitmate child story)

if you impune the chasity of a female

Front 118

in order to prove libel, you have to prove 5 things

NOT FINISHED

Back 118

1.publication
2.identification
3.real defamation
4.unprivlieged occasion
5.actual malice

Front 119

libel: publication
and ex

Back 119

the remark has to be published, prove it, disseminated for broad consumption

*shedard v landord- loanford wrote letter to mrs.shepard, about how she was a whore. shepard however showed it to the neighbor and THEN tried to bring it to court. however, since she showed it to the neighbor she "published" it herself

Front 120

libel: identification
and ex

Back 120

-the person who said it
-the person about which it was said
very specific arrest record must be very specific in newspapaer, so they and only they are identified. also, can be applied to a group as long as group is small enough so everyone can be readily identified
neiman marcus v leight- legiht published in a tabloid that the male designers were gay, the floor models were prostitues and and all personal shoppers were call girls. only men and floor models made money because they were small, readily identifiable groups
2.) university football team smoking crack, not small enough for people to be readily identifiable

Front 121

libel: real defamation

Back 121

only have to do 1 of 3 things.
personal reputation
professional reputation
social contact- something the newspapaer says makes other people shun you

Front 122

libel: unprivileged occasion

Back 122

absolute privilege: privilege of the participant
qualified privilege: privilege of the reporter

Front 123

libel: actual malice
and ex

Back 123

knowledge of falsity
reckless disregard of the truth

sullivan sures NYtimes for report about alabama univerity

Front 124

you have to prove all 5 elements of libel if

Back 124

your a public officals and former public offical to private citizens who were involved in public matter

Front 125

if you want the big dollars you must

Back 125

prove all 5 elements of libel

Front 126

actual libel damages

Back 126

remark caused by you to lose money

Front 127

compensatory libel damages

Back 127

damages you are awarded for the undue social/mental and anguish

Front 128

punitive libel damages

Back 128

big dollar, millions

Monetary compensation awarded to an injured party that goes beyond that which is necessary to compensate the individual for losses and that is intended to punish the wrongdoer.
norton vs tire kingdom

Front 129

if you are a private citizen not involved in public issues and only sueing for

Back 129

actual/compensatory damages you only need to prove the 1st 4 elements of libel not actual malice

Front 130

gertz v welch

Back 130

if a regular citizens wanted to sue for punitive damages, they would have to prove the 4 elements of libel plus actual malice

Front 131

defense against libel

Back 131

the truth
and
fair comment and criticism

two illegintant incideces where truth was not a defense

Front 132

fair comments and critisim ex

Back 132

cherry sisters suck

Front 133

patenets dont cause

Back 133

Pr probelms

coopyright and trademark does

Front 134

copyright lasts for

Back 134

Lasts for life of the author plus 70 years under the new act of 1976

Front 135

if something is copyright protected you cant

Back 135

charge others to use it

Front 136

fixed form

Back 136

writtendown or recorded NOT just in your head.

copyright cant start until its in fixed form

Front 137

poormans copyright

Back 137

write down or record, take to postoficcie and send it to your self to time stamp it and prove you own it

Front 138

trademark

Back 138

nike swoosh. only use it if you pay nike

Front 139

what CANT you copyright

Back 139

title, short slogans, words that came from the public domain(ex consituttion), speech/perfomance that not in fixed form, ideas

Front 140

copyright is more----- tradmark is more----

Back 140

words
symbols

Front 141

1st amendment considerations

Back 141

broadcasting is protected by 1st amednement but theortically anyone can start a newspapaer, however broadcast states there may only be a limited # because of the specturm space is limited
public airways is owned by we the people

Front 142

a newspaper can endores a candidate and never have to

Back 142

mention the other candidate

Front 143

if a broadcaster endorses a candidate they must

Back 143

give the opponenet free time

Front 144

tornillo v miami herald

Back 144

tornillo filed a lawsuit and wone. however, law was unconsitutional because it violated 1st amendmen

Front 145

if newspapaer has public trust they ought to

Back 145

give both candidates time

Front 146

PICON

Back 146

public interest convicerne or neccessity must be fifilled by broadcasting station

Front 147

Section 315 of the Communications Act of 1996

Back 147

Equal opportunity clause: appearance of a legally qualified candidate
*Meets qualifications for the office
*Eligible to be voted for
you cant censor the candidate (BROADCASTER is not responsible for what candidate says)
Lowest unit charge for amount and class of time

Front 148

appearance exclusions

Back 148

Bona fide newscast
Bona fide news interview
Bona fide news documentary IF appearance is incidental to the subject of the documentary
On-the-spot coverage of a bona fide news event, including but not limited to political conventions

Front 149

equal oppertunity clause

Back 149

if you let candidate a buy 100 spots you have to let candidate b purchase 100 spots if they can afford it .
you dont have to let every office on broadcast

Front 150

---- days before the primary you cant -----

Back 150

45, raise rates

Front 151

----days before the election you cant-----

Back 151

60, raise rates

Front 152

how do you determine the price of a advertisment

Back 152

1. are you buying 1 spot or more
2. do you want to speciy what time the ad comes one

Front 153

you can charge whatever you want for a ad IF

Back 153

your not the candidate and arent using the x amount of spots

Front 154

bona fide newscast

Back 154

if candidate a has a newsconference you dont have to cover candidate b as much, but it may not serve the publics best interest and then you license wont be renewed

Front 155

bona fide news interview

Back 155

does not consitute a usage

Front 156

bonafide news event

Back 156

does not consitute a usage. govornor talking about car crash

Front 157

bonafide news documentary

Back 157

if the apperance is merly incidental . hurrican documentary

Front 158

talkradio is mostly concervative because

Back 158

fair radio went away .
democrats did away with fair doctrine so no liberal voice on radio
if we brought back fair doctrine , if rush limbough gets 3 hrs liberals would need 3 hrs

Front 159

stratigic plans are

Back 159

key

Front 160

baseline

Back 160

point at which all future efforts are measured"what is today"

Front 161

benchmark

Back 161

best practices in other organizations
ex:went over the country to find good employee communication programs and teach others how to build their own employee communication program

Front 162

goals is to----
strategy is to----

Back 162

objectives
tactics

Front 163

goal

Back 163

outcome that can be measured but we dont know how to measure it

Front 164

objectives

Back 164

is a outcome that can be measured and we know exactly how to measure

Front 165

strategy

Back 165

broad apporach to obtaining a goal

Front 166

tactics

Back 166

exact approach how to apporach a goal

Front 167

ex of goal vs objective

Back 167

we can measure awarness by asking "haver you heard of---" but you cant measure it because its so broad. so its a goal. a objective is by dec 31st we want 45% awarness

Front 168

what are the fundamentals of planning

Back 168

goal, objective, strategy, tactics

Front 169

requirements of a good objective

Back 169

Clearly describes expected results
Understandable to everyone
Lists firm completion date
Realistic, attainable and measurable
Consistent with management’s objectives

Front 170

if you didnt meet your objectives... you didnt

Back 170

fail you just didnt meet your objectives

Front 171

you must tie your results to your

Back 171

organizations bottom line

Front 172

most things can be obtained IF you have the

Back 172

budget but you usually dont have the budget.

Front 173

adv to internal praticioners

Back 173

knowledge of organization
availabilty
part of team
less costly

Front 174

disadv to internal practioners

Back 174

not an expert
too close to the problem
overhead/benefits
yes person

Front 175

adv to external practioner

Back 175

location
objectivity
bredth of skills
experiences
variety of skills

Front 176

disadv to external practioner

Back 176

staff paranois
cost
resistence to advice
lack of knowledge about the business

Front 177

if your company need a lot of PR you should get

Back 177

internal relations department

Front 178

for every dollar you need---- of overhead

Back 178

.30 cents

Front 179

if you do not need much PR help, hire a

Back 179

external; PR because then is no overhead

Front 180

blended rate

Back 180

look at what/who you think your going to use and hourly rate and come up with a hourly rate regardless of whose doing the work

Front 181

hourly

Back 181

paid per hour but every person gets paid different rate based on position

Front 182

retainer rate

Back 182

that what you would like to have. set aside a certain amount of time a month, you set aside that time, whether they use it or not. helps you determine how many people will do the work

Front 183

project

Back 183

pay per project. estimate hours in advance

Front 184

DONT FORGET ABOUT

Back 184

overhead

Front 185

mission

Back 185

this is who we are/this is what we do

Front 186

vision

Back 186

where were going
"want to be lead distributor of fl"

Front 187

values

Back 187

what we believe in :guts and core"

Front 188

position

Back 188

makes us different from everybody else "often embedded in marketing/advertising"
for: for quality if job 1

Front 189

definitve mission statement

Back 189

anyone who reads it knows what this companys doing it and because (value statement)

Front 190

organizational and cultural statements

Back 190

(publix) publix employees own this store

Front 191

psotive public relationships

Back 191

figure out whats good about the company your represting (expressed values)

Front 192

reputations

Back 192

what a companys knowns for (understood values)

Front 193

a strategic plan is a

Back 193

process

Front 194

successful organization are the ones that 1st focus on the

Back 194

internal

Front 195

whats your most important public

Back 195

employees

Front 196

if company doesnt work, its usually means it has a bad

Back 196

culture
unhappy people dont work well

Front 197

who invented the strategi plan 4pgs

Back 197

peter holister

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page 1

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podiyioning statement- what makes you company different from others who do what you do(how is coke differnet from other soft dirnks)
key themes and messages- only focus on a handful, about 6

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page 2

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pubic relations goals
key audiences, handle about 6

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page 3

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audience 1
objectives, try and have measurable objectives
research, what do you know about audience
evaluation, how you are going evaluate

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page 4

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audience 1 inventory form

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if you have 6 publics how many pages do you have

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