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COM 301 Final Notes

COM 301 Final Notes - COM301FinalNotes 1 Commercial Wire...

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COM 301 Final Notes 1. Commercial Wire Services vs. Traditional Wire Services Traditional – Provides content. Sells news and info to news/info/media outlets. Covers everything across the world. (i.e. Associated Press). People pay $ for info. More credible. Commercial – Wire service for PR. PR pays money to wire service to distribute their info, photos etc to media outlets. Info is distributed on behalf of people. It isn’t earned advertising, its paid advertising. 2 Big Ones: Business Wire, PR News Wire. Less credible than reported directly by journalists. 2. VNR, B Roll, Satellite Media Tour VNR – Video News Release. Includes 2-3 minutes of B-Roll. Advisory (Key story elements, background and visual description, editorial and technical contacts, satellite coordinates, date and time of transmission) many station like to receive advisory by fax. Satellite effective way of distributing VNR on a national/global scale. VNR used for television B-Roll – Background pictures. Include additional interviews, sound bites and file footage. Satellite Media Tour – Equivalent to radio media tour. Series of pre-booked, one-on-one interviews from fixed location via satellite with series of TV journalists or talk show hosts. 3. VOCUS – Bacon’s competitor. Volume of directories of mass media in North America. 4. Why we need to know “PR law” - PR firms have legal responsibility to practice “due diligence” in type of info supplied by client. FTC have power under Lanham Act to file charges against PR firms that distribute false info. Why do we need to know the law? (3) 1) So we don’t violate it 2) So we can defend our organization’s rights 3) Increase in “litigation public relations” – 24/7 global media, “gotcha” journalism (expose wrongdoing i.e. dateline, 60 minute, National Enquirer, 2/3 of companies use legal strategy in crises. Organization typically follows lawyers advice, not PRs 5. Defamation - Courts use as collective term for libel and slander. Any false statement about person and organization that creates public hatred, contempt, ridicule, or inflicts injury on reputation. Libel – Printed falsehood Slander – Oral Statement that was false PR Personnel - can be held responsible if they provide advice/faulty support an illegal activity of a client/employers. Area of liability = conspiracy. Can be names as co-conspirator if 1) Participate in illegal action (I.e. bribe government official, cover info) 2) counsel and guide the policy behind an illegal action 3) help establish “front group” 4) Cooperate in any other way to further illegal action Person filing libel suit must prove : 1) False statement communicated to others via print, broadcast etc. (false statement was made publicly) 2) person identified or is identifiable 3) actual injury in form of monetary loss, loss of reputation or mental suffering 4) person making statement was malicious/negligent (public figures and corporations) [if public entity then must prove all 5, if private entity must prove first 4] 6.
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