Chapter’s 3 and 4

June 4, 2010 StormAshley

This information is based upon my reading from “Public Relations Writing And Media Techniques,” 6th ed. by Dennis L. Wilcox.

I found chapter’s three and four very interesting. I took Intro to Public Relations last semester and we learned a little bit about avoiding legal hassles and finding and making news. I enjoy learning all about Libel and the use of celebrities in advertisements because the majority of the time it turns out to be a controversy. According to the AP Stylebook, “Libel is injury to reputation.” Traditionally the word libel was a printed falsehood and slander involved an oral communication. I found it surprising that the same rules apply to corporations, because they are considered “public figures.” They are considered public figures because they engage in advertising and promotion , they are often involved in matters of public controversy. Corporations also the resources for regular access to the media that enables them to respond and rebut criticism.

The Fair Comment Defense protects the critical comments of an organizations executives. The key phrase in avoiding defamation suits is to “watch your language.” Its also a good idea to avoid unflattering comments or accusations about the competitions products or services. However, an organization can offer the opinion that a particular product or service is the “best” if the content clearly shows that the communication clearly is a statement of opinion.

There are many factors that make news worthy, they include; timeliness, prominence, proximity, significance, unusualness, conflict, newsness. when creating news, it is important to brainstorm, stage special events, host contests, and conduct polls and surveys. When creating news, it is important to come up in a timely manner, and have news value, and fit the needs of the organization. The research firm should be one that has credibility with journalists. The survey questions should be framed to elicit newsworthy findings. A good alternative to polls and surveys are simply “top 10 lists.”


Entry Filed under: Reading notes

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