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Wednesday, September 14, 2016

Analysis of "This is PR..." (part 19).




PR and the Law (part 1)
by:
Charles Lamson


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Ways to Stay Out of Trouble

Maintaining a good relationship with the organization's attorney is one of the best ways to stay out of trouble, but attorney Morton Simon identifies five others:
  1. Know your business.
  2. Ignore the vague line between advertising and PR, because the law often does.
  3. Decide how far you are willing to go to run a risk of jail, fine, a cease and desist order or a corrective order.
  4. Know your enemy, especially which government agency is likely to go after you. It helps to get on the agency's mailing list and read all speeches its administrators give. Often these provide the first hint of troubles for your company or industry.
  5. Recognize your individual responsibility for your actions - none of this "I only did what the boss said." The law will not look at it that way,
Simon notes three general types of legal involvements. The first consists of meeting federal, state and local government agencies' regulations on everything from antitrust matters to building permits  (This is PR: The Realities of Public Relations; 9th ed.; by Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg; pg. 178).

The second consists of government related activities - activities that hinge on laws or regulations such as those governing libel and slander; right of privacy; contempt of court; ownership of ideas including copyright, trademarks and patents; publicity; political views, registering political activity as lobbying and representing foreign governments; contract disputes; stockholder actions; fair trade problems; use of photos of individuals and groups; preparation of publicity releases; advertising copy; games and giveaway promotions; and financial collections (Newsom, Turk, Kruckeberg; pg. 178).

The third type consists of contracts with clients and suppliers of goods and services. These deal with such matters as who owns the music for a commercial jingle if a client moves his or her account from the agency that created the commercial (This is PR: The Realities of Public Relations; 9th ed.; by Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg; pg. 178).


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