PR Exam 2 Review: Law, Ethics, and Communications
PR Exam 2 Review
Law and Ethics in Public Relations
Lawyers vs. PR Professionals
Lawyers advise clients on legal matters and defend them in a court of law, while PR professionals advise clients on public perception and defend them in the court of public opinion.
First Amendment and Conflicts
The First Amendment, guaranteeing freedom of speech, religion, press, assembly, and petition, can lead to conflicts between PR and law professionals due to differing priorities.
Defamation of Character
Defamation of character includes:
- Libel: Written defamation (including broadcasts)
- Slander: Spoken defamation
Material Information and Fair Disclosure
Material information is vital for investment decisions. The SEC mandates fair disclosure, ensuring equal access to material information for all investors.
Copyright and Fair Use
Copyright protects intellectual property. Fair use allows limited use for criticism, reporting, teaching, and research.
Trademarks
Trademarks protect symbols and logos.
Litigation PR
Litigation PR manages media during legal disputes to influence outcomes and protect reputations. Key strategies include understanding the legal process, developing a message strategy, and settling disputes quickly and amicably.
Research in Public Relations
Types of Research
- Secondary research: Gathering existing data
- Primary research: Collecting original data
PR professionals primarily conduct applied research, also known as strategic or evaluative research.
Communications Audits
Communications audits identify strengths and weaknesses in internal and external communications, ensuring alignment between management and employees.
Random Samples and Questionnaires
Random samples ensure equal and independent selection. Closed-ended questions in questionnaires facilitate data quantification.
Media Relations
SEO and Online Presence
Search Engine Optimization (SEO) improves website visibility in search results.
Honesty and Objectivity
Honesty is crucial in media relations. Journalists strive for objectivity, fairness, and neutrality.
Publicity vs. Advertising
Publicity is seen as more credible than advertising due to its unpaid nature.
The Friendly Adversary Relationship
The relationship between media and PR is often described as a friendly adversary, with both sides seeking different outcomes.
The Evolving Media Landscape
Newspapers have migrated online, while magazines and talk radio have seen increased popularity.
Best Practices in Media Relations
- Treat journalists professionally.
- Be a trusted news source.
- Never lie.
Value of Publicity
Publicity is valuable for announcing products, re-energizing brands, explaining complex topics, enhancing reputation, and responding to crises.
Handling Media Interviews
Key principles include avoiding “no comment,” always telling the truth, and understanding that there is no such thing as “off the record.”
Social Media and PR
The Rise of Social Media
Social media is a valuable tool for PR, providing platforms for engagement and information dissemination.
Consumer Trends
Tech-savvy consumers seek education-based information before making purchasing decisions.
Stickiness and Analytics
Stickiness measures time spent on a website. Social media analytics track reach and impressions.
LinkedIn for Professionals
LinkedIn is the preferred social media platform for professional networking.
Employee Relations
Employee Morale
Employee morale has declined due to job insecurity and layoffs.
Effective Employee Communication
Credibility is key to effective employee communication. The S-H-O-C principle emphasizes being Strategic, Honest, Open, and Consistent.
Communication Channels
- Face-to-face communication is most effective.
- Bulletin boards and suggestion boxes are traditional channels.
- Intranets facilitate internal communication.
Avoid relying on the grapevine for information dissemination.
Government Relations and Lobbying
PR in Government
Government relations offers numerous PR opportunities, often under different job titles.
Presidential Communication Styles
Presidents like Bill Clinton and Ronald Reagan were known for their distinct communication styles.
Lobbying and Advocacy
Lobbying involves influencing politicians and public officials on specific issues. Lobbyists provide information, advocate for positions, generate publicity, and support sales efforts.
Lobbying Regulations
The Lobbying Act of 1946 and the Lobbying Disclosure Act of 1995 aim to regulate and increase transparency in lobbying practices.
First Amendment and Lobbying
The First Amendment protects the right to lobby.
Political Action Committees (PACs)
PACs support candidates and contribute financially to campaigns. Super PACs allow for additional fundraising and contributions.