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J350 Week 4

by: EthanHauck
GPA 3.0

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About this Document

"The Corporate Setting" and "Integrated Marketing Communication (IMC)"
Principles of Public Relations
Dean Mundy
Class Notes
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Popular in Journalism and Mass Communications

This 3 page Class Notes was uploaded by EthanHauck on Wednesday March 2, 2016. The Class Notes belongs to J350 at University of Oregon taught by Dean Mundy in Fall 2016. Since its upload, it has received 17 views. For similar materials see Principles of Public Relations in Journalism and Mass Communications at University of Oregon.

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Popular in Journalism and Mass Communications


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Date Created: 03/02/16
PR and the Law  Key goal= building public trust  ● trust essentialto innovation    PR and the Law  ● PR should always be the last to see comms from org.  ● “not knowing” isn’t okay ­ it’s your job to know  Work with lawyers  ● overcome disagreement between legal and PR  ● rely on legal for counsel and make them aware of public opinion  ● understand and respect laws and responsibilities of/affecting legal Sarbanes  ​ Oxley, use  of “Safe Harbors”  Libel and Slander  ● Burden of proof is on the one suing, not accused  ● Must prove several things  ○ False statements communicated through ​idespread media  ○ Person was identified  ○ Actual injury/loss occurred  ○ Must have been n​egligibl​r​alicious  Avoiding these  ● accompany all opinion with supporting facts  ● clearly label opinions  ● review context of language around opinions   ● Control words spoken in anger  ● fair comment and criticism is allowed    Public Figure Concept  ● fair comment and criticism can be directed at public figures  ● those seeking public limelight are more likely to be fairly criticized in public, must develop  thick skin  ● those involved with major news events are likely to be viewed    Access to gov meetings and info  ● open meetings law ­ the gov must inform media when gov. body meets    Inquiries about employees  ● only give basic info, be careful to diverge anything  ● serve as liason between employee and media  ● provide info on bio sheets  ● date bio sheets and photos        Employee freedom of speech  ● avoid retribution for opinion  ● encourage opinion in newsletter  ● laws protect whistleblowers; counsel your management    Copyright  ● protectexpression of ideas  ● protection of work from unauthorized use  ● occursimmediately upon creation  ● formal CR may be obtained  ● CR of “work made for hire” goes to employer  Trademark­ ​ egistered words/names/symbols/devices used to ID  ● Is it used to confuse/capitalize? That’s not legal, sue.  ● Is it unique? Trademark it  ● Is it actively protected, such as Kleenex or Xerox? Be careful in its use.     ______________________________________________________________________    1/27/16    PR Theory  Why do we need theory? ​To provide a system and framework for what we do and why we do  it.    Magic Bullet Theory, 1920s ​ he idea that a message is wholly accepted by the intended  target/receiver of message.    Laswell Model, 1948 ­Who says what inwhich​channelto whom and withwhat effec?    Shannon & Weaver Model­   1. Communications originate with the source.  2. The source sends message to receiver with a specific medium.  3. Receiver provides feedback to the source.   4. “Noise” can distract, i.e. other news that may be “bigger/better news”  Grunig & Hunt Models­   1. Press Agentry/Publicity  2. Public Information  3. 2 way asymmetrical model (information goes both ways but only causes change on one  side)  4. 2 way symmetrical model (information goes both ways and causes change on both  sides)  Situational Theory of Publics  ● All publics have varying degree​roblem recogniti​and constraint recognit on: ○ Problem recognition­ The actual realization that there is a problem and what it is,  and the degree to which one feels this.  ○ Constraint recognition­ The amount to which one recognize​ ha they can do  about a specific problem.     Types of publics:   1. Non= Unaware and unaffected  2. Latent= possibly relevant, unaware  3. Aware= aware, may be moved to action  4. Active= information seeking and ready to act    Relationship Management Theory  Long term outcomes​ vs. short teroutputs​  ● Balance the interest of the organization through management of organization­public  relations.  Media’s influence:  ● Agenda setting is the media’s role; Agenda building is PR’s role.  ● Media framing: Problem, solution, responsible party, moral judgement  Stand Point Theory­ ​One’s social group affects one’s perspective on an issue or organization.  ● Born of Feminist theory  ● “Those most marginalized have a better perspective of the whole than the least  marginalized.”     


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