Chapter 1Communication Management (or public relations) is:The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends on.Marketing is the management function that:Identifies human desires & offers products, relies on exchanges/transactions and satisfies supply & demand.PR is about relationships; marketing is about transactions.Functions of PRPublicity:- Information to outside source e.g Press releases/VNR, media kits- Newsworthy (Good publicity can generate legitimate news)- Uncontrolled messageAdvertising: To reach audiences other than customers targeted by marketing.Public Affairs:To build and maintain relations between government & local community/citizensLobbying:To attempt to influence legislative and regulatory decisions in the government on behalf of a special interest group.Internal Relations: A way to build & maintain relationships between organisation and employees.Investor Relations: Corporate PR to build & maintain relationships with shareholders and other financial investors.Issues Management: Proactive environmental scanning to anticipate, evaluate and respond to issues that affect the organisations relationship with its publics.Profile of PR PractitionersPR agencies: PR practitioners are contracted to provide services to othersCorporations: Company employees that practice PR for the companyGovernment: Government employees that disseminate information to the publicNon-profit Organizations: Employees that serve specific interest groupsIndependent PR consultants: Per-job basis or may be placed on a retainer by a PR agency/companyRoles in PRCommunication Technician: Starting role. Writing and editing. Communication & journalism skillsCommunication Manager: Plan & manage PR programmes, counsel management; make communication policy decisions.Use research, evaluation:

- Expert PrescriberAuthority on PR Identify & define problem Explore solutions Develop & implement programmes to solve problems- Communication Facilitator Boundary spanners. They facilitate exchange. Tend to be mediators, liaisons, interpreters. Focus on communication/maintaining relationships. Help decision-making but do not make decisions. Establish discussion-agendas. Summarize & restate viewpoints. Call for reactions. Help diagnose & correct communication problems Maintain 2-way communication.- Problem-solving Facilitator Collaborate to define & solve problems. Apply step-by-step management problem-solving to PR. Usually part of dominant coalition so PR is factored into management decision-making. Involves senior managers in problem analysis and strategic PR planning.Models of PRPress Agentry/ Publicity Model:- Creating newsworthy stories/events to maximise media coverage & public attention. Based on agenda setting theory. Seeks to attract public attention rather than build public understanding. Publicity is key strategy. Idea is to get maximum exposure in the media. One way communication. -No research on or feedback to find out how publics feel about the issue/ organisation.

Public Information Model: Truth is essential. Sincerity & transparency are hallmarks Dissemination of information One-way communication:- Little research on target audience/public feedback- Government, educational institutions, non-profit organisationsTwo-way Asymmetric Model: Uses feedback (social science research) to understand the public(s) and create more persuasive messages. Also called scientific persuasion. Although it is two-way, goal is not balanced. Can be seen as manipulative. Intention is to alter public attitudes in favour of the organization's objectivesTwo-way Symmetric Model: More than dissemination of information or influencing a point of view. Relies on feedback & communication to maintain relationships Both organisation & public adjust- Mutual understanding

Chapter 2 + 3Strategic Comms ManagementStrategic planning in public relations involves: making decisions about programme goals and objectives identifying key publics setting policies or rules to guide selection of strategies determining strategiesStrategic thinking is purposeful: Predict /establish a desired future state Identify the forces will help or hinder you from reaching the goal state\ Formulate a strategy to achieve the desired state.Strategy is determining the goals of the enterprise and adopting courses of action and allocating resources needed to achieve the goals. (Management by objectives (MBO))RACE- Research, Action, Communication, EvaluationROPE- Research, Objectives, Programming, EvaluationROSIE- Research, Objectives, Strategies, Implementation, Evaluation

Five-Step Public Relations Process (Scanning, Research, Planning, Design/execution, Evaluation)1) Environmental scanningWhat do constituents expect in general and from your organization more specifically?- What are their concerns and values?- Sources: Traditional news media, online sources, government documents, messages from stakeholders such as?- Value judgement* about incoming information. Perhaps a need to collect more information (ie formative research).2) Formative researchFormative research looks at the community in which an agency is situated, and helps agencies understand the interests, attributes and needs of different populations and persons in their community. Formative research is research that occurs before a program is designed and implemented, or while a program is being conducted. Define the PR problem/opportunity:Listening through Formative Research Internal & External Factors (Org, Issue, Publics) Research Methods Problem StatementSystematic gathering of information to describe and understand situations and to check out assumptions about publics and public relations consequences- Methodical, systematic research is the foundation of effective public relations- Situation analysis fills the information gaps- Internal: Organization research- External: Problem/Opportunity research, Audience research

Internal: Organization research General information History, Today, Mission, Parent & subsidiaries, products/services, Key stakeholders, Geographical areas of operation... Communication audit- How does the organization communicate with its publics?- What are its communication needs, policies, practices and capabilities? Problem-specific information- How does the organization currently handle the issue?- Perceptions and actions of key actors relating to the problem Organizational almanac Complete and accurate information on an organization, its history, performance and managersExternal: P/O Research What is the situation's background/history? What is/are the cause/s of the situation? How long is it likely to last? Why is it significant to the organization? Are there any known impediments to a solution?External Audience researchStakeholder analysis Who is currently involved or affected? Why are they involved? How are they affected? What do they know, feel and do (about the issue)? What are their information needs?Primary & secondary stakeholdersFormative Research Methods The claim that qualitative research is informal research is subject to debate. For this course, understand the key differences between qualitative and quantitative research.Purpose of Research Describe:- Facts, trends, patterns of relationships- Strategy formulation, planning, monitoring and evaluating Explain:- Draw conclusions- Cause and effect Predict:- Outcome of action or no action- Impact of particular campaignQualitative research

Quantitative research

About understanding WhatAbout how much (measuring)

To detect and explore problem situationsGathers data from scientifically representative samples

To pretest research and programme strategiesUses inferential statistics to make estimates of populations based on data drawn from samples

e.g. Interviews, focus groups, case studies, qualitative content analysis, database/archival researche.g. Surveys, secondary analyses of existing databases, quantitative content analysis

Advantage: Can get in-depth insights into problems and attitudesAdvantage: Practitioners can make accurate statements describing phenomena and publics based on evidence taken from scientifically representative samples

Data Analysis

Problem statement After your thorough research and analysis, you can now refine the statement that describes your organisations problem/ issue.A problem statement is a statement that describes the situation: Is written in the present tense Describes situation in specific, measurable terms- What? Where? When? Who? Why? How? IMPT! Does not imply solution or blame3) Planning & Programming Defining Target Publics* Writing effective Goals, Objectives, Strategies and Tactics Types of objectives Planning for implementationDefining target publicsAccording to Grunings Situational Theory of Publics: Publics versus stakeholders (Specific vs General)Stakeholders - Have a stake or interest in an organisation. Includes: employees, customers, investors, the local community, the government, the media etc*Publics: Stakeholders that face a problem/ have an issue with the organisation. Who do you want to reach? No general public in PR theory & practiceSegmentation of target publics Segmentation based on: Demographics, geodemographics, psychographics, position, reputation, membership, role in the decision process, level of awareness etc.Defining publics Internal/ External Domestic/international Primary/secondary Level of awareness*Situational theory of publicsProblem awareness:- Non publics: No problem exists or is recognized- Latent publics: Problem present, but public is not aware of it- Aware publics: Know there is a problem- Active publics: Know about the problem and organize to respond to it.Writing effective GOSTGOST:Goals a general statement of what you hope to achieve with your public relations effortObjectives- Specific versions of goals.- Details what is expected from the public relations effort.- Must be measurable.- Different levels of objectives: Awareness/Knowledge Attitude/Acceptance Action/BehaviourStrategy- General plan of action (Broad)- Logical approach (rationale) that is used to achieve the PR programmes objective.Tactics- Tools that are used to enact strategies. (Specific)- Public relations tactics include news releases, brochures, web sites, blogs, advocacy advertisements, town hall meetings, newsletters, and lobbying.PR Programme Goal Summative statements that state what the coordinated programme is intended to accomplish and by when it is to be accomplished Indicates the end point of the programme Example:To improve the perception of ABC hospital in the local community by Dec 2015 PR programmes should support larger organizational objectives. PR should help achieve the organisations strategic plan.Objectives Written for each well-defined target public to specify the knowledge, opinion, and behavioural outcomes to be achieved Measurable effects to be achieved by specific dates Give focus and direction for developing programme strategy and tactics Provide guidelines and motivation to those implementing the programme List criteria for monitoring progress and for assessing Impact: SMART Specific Measurable Actionable Realistic Time boundOutput ObjectivesExamples: To send one news release to each of the communitys major media outlets; the daily newspaper, the TV station and its three radio stations by Oct 30. Informational objectives: Message exposure, comprehension & retention Attitudinal objectives: Attitude creation, reinforcement & change Behavioural objectives: Behaviour creation, reinforcement & change Often seen as series of progressive steps (KAB). However, there is not always a clear progression from knowledge to attitude to behaviour. We will see this in practiceWriting outcome objectives: To..... verb [create, increase, decrease, maintain... etc] Awareness, attitude, behaviour... By X, Y, Z (magnitude of change) By a target date.StrategyThe overall concept, approach or general plan to implement objectives Action strategies Communication strategies: message, MediaExample: Objective: To increase awareness of NUS Open House from 65% to 80% among all segments of the community during the month of May Strategy: Develop a media campaign to publicize the Open House TacticsAt the operational level Decisions or actions taken to implement the strategy Examples: Special events, websites, blogs, advocacy advertisements, lobbying, brochures etc.Planning for implementation Writing planning scenarios Budgeting Pretesting programme elements Selling the plan

4) Message design and execution (Implementation)Communication alone cannot solve the problem Implement effectively => Act + communicateCommunication strategy supports action:1. Inform internal & external target publics of the action2. Persuade the target publics to accept/support the action3. To teach target publics the skills they need to translate the intention into action.Action strategy Main thrust of programme but less visible Change what you can control (ie. within the organisation):- Changes in organisations policies, procedures, products, services & staff behaviour to reach the goals Acting responsively & responsibly Coordinating action & communication Proactive or Reactive Strategies Results from in-depth knowledge about an organization (problem definition) Focuses on adjustment and adaptation within the organization (strategic management) Corrective action that serves the mutual interests of the organization and its publics (open systems response) Requires coordination with communication strategyCommunication strategyEffective communication relies on efficiency of:1. Sender/Source2. Message design & development3. Message dissemination - Media/Channel used4. Receiver - Demographics; knowledge & interests; personality etc.5. Feedback

Communication tacticsHow to implement a decision, the process and means by which objectives are achieved:News releases, news conferences, special events, brochures, speeches, newsletters, webcasts, rallies, word of mouth, hotlines, social media, form neighbourhood groups etc.Communication programmeAim - To get target audience to:1. Attend to, and understand the message- Read, view or listen to it.- Strategies2. Believe the message- Source credibility (knowledgeable, honest, objective)- Context- Audiences predispositions- Involvement3. Remember the message- Repetition (redundancy) - coverage, recall, resistance, offsets noise- Use multiple channels4. Act on the message- Message should have a clear call to actionPR objectivesComm strategy depends on the impact you want to measure (objectives):1. Awareness (informational) objectives- Message exposure, comprehension & retention2. Attitude (opinion/values) objectives- Attitude creation, reinforcement or change3. Behavioural objectives*- Behaviour creation, reinforcement or changePlanning the message Steps to persuasion Presentation - words and visuals Attention Comprehension Retention - same message repeated 3-5 times in multiple channels Overt behaviour - what you want people to do. Demonstrate behaviours you want Barriers to persuasion Selective exposure - Requires targeting in appropriate medium Selective attention- Present information in a novel way, grab attention, frame data to cause rethinking of assumptions etc. Selective perception- Information is filtered through our belief system Selective retention (people listen to stuff they are more interested in)- Information must be delivered clearly and repeated Strategies based on theoriesTheories of persuasion:- Cognitive dissonance theoryAccording to cognitive dissonance theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions). When there is an inconsistency between attitudes or behaviours (dissonance), something must change to eliminate the dissonance.- Theory of reasoned actionYou will do an action after thinking out all the benefits, social expectations and downsides.- Social Judgment theorySocial judgment theory (SJT) is a self-persuasion theory defined as the perception and evaluation of an idea by comparing it with current attitudes. Appeals: Logos & Pathos

Using of the different appeals depends on the audience.-Emotional appeal works well but message can be easily forgotten-Using a combination is best. Message design & theoryMessage Design (specific to a specific need) Clear & understandable - Connect to audiences concerns, interests & values. Simple. One clear message. Repetition: Most powerful effect of mass media is cumulative. Overcomes selective attention, exposure and retention. NB: Restate in slightly different ways Immediately actionable: Responds to questions or answers concerns of the audience Each situation and corrective action should be assessed independently Each situation may rely on different theory for design & implementation Message Theory (Priming)Previously learned info affects individuals receptivity to message frames: Some issues seem more salient than others Influences the standards by which an issue is judgedChannels Message disseminationOnce youve designed the message, you need to ensure that you transmit it appropriately, and get it accepted:Publics are segmented along media lines Media can have Intended effects Unintended effects Media typologiesDifferent ways to categorise media Controlled, Uncontrolled Internal, External Mass media, Targeted media Popular media, Trade media Earned media, Paid media, Owned media

Receiver Segment publics appropriatelyHow campaigns work: Assume mild or no interest from publics. Reasonable middle-range goals as a consequence of exposure.5) EvaluationWhy evaluate PR programs? To justify existence of public relations departments To demonstrate their value to the organization, by providing measurable results To gather information honestly and objectively to provide data for decision making, to improve program effectiveness Will our communication efforts actually have an effect? If so, how can we support and document that (research)? Will our communications activities actually change what people know/ think/ feel/ and how they act? What impact will our efforts have in changing awareness, understanding, retention, attitude and behavior levels?Evaluation Process1. Formative: (at the start) To identify current awareness levels Get benchmark measures - before prog.2. Summative: (at the end) To assess impact of programme & interim results To inform future strategic planning

Research is an ongoing component & informs all stages of a PR programme To understand what happened & why, NOT to prove/defend something already done/decided A clear, specific set of measurable objectives is critical Often compromised lack of time, budget, Training

Measuring message exposure: Compilation of print & broadcast mentions Media impressions Internet hits Advertising Equivalency (AVE) (not a good way to evaluate) Systematic tracking Various ways of measuring Return on investment (ROI)Measuring audiences awareness:- Whether audience became aware of message & understood it- Survey researchMeasuring Attitudes and Actions:Baseline study to measure audience attitudes and opinions before, during & after a PR campaign Knowledge gain Opinion change Attitude change Behaviour change

Chapter 4Ethics The system or code of morals of a particular person, religion, group, profession, etc. The study of standards of conduct and moral judgment; moral philosophy In modern society, ethics define how individuals, professionals, and corporations choose to interact with one another. Very simply: A value system by which a person determines what is:- Right or wrong- Fair or unfair- Just or unjust. Ethical Legal- Ethics is middle ground between tight enforcement and unlimited freedom.- Penalties - conscience and social disapprovalEthical issues in PR Anonymous Internet postings, flogs, astroturfing (masking the sponsors of the message). Concealing a hazardous condition or illegal act. Disclosure of payment of expert commentators. Pay-for-play journalism. Overstating charges or compensation for work performed. Truth in wartime communications.Ethics and PR Models PR models determine quality of relationships. Quality determined by ethics. Asymmetrical models can be practiced ethically, but ethics are difficult. Intention is to persuade, manipulate or change 2-way symmetrical model based on negotiation & compromise (Most ethical PR model).Why is PR ethics important?1. Ethical responsibility of PR as a form of public communication:a. PR as public communication holds immense potential to influence public opinion, attitude and behaviour. It populates the marketplace of ideas influencing the way we think, feel and act about issuesb. The immense potential of PR to influence public opinion, attitude and behaviour places pressure on practicing ethical public communication that is in the public interest.

PR professionals need to practice ethics in two key areas:i. Message dissemination and influenceii. Listening: Importance of dialogue & 2-way communication2 PR practitioner as a boundary-spanner: Simultaneously represents the needs of the client/organization and the interest of society Realities of the business world place practitioners in a quandary. What is the public interest? Role of power in the analysis of organization-public relationships:- The power to influence public opinion VS the power of various publics to influence an orgs thinking & behaviour However, the powerful are privileged and PR has become an integral part of it. Postmodern perspective of PR Diversity...celebration of multiplicity of voices Balance the dialog by being a voice of the opposition (loyal opposition) Postmodern PR practitioners must ensure that voices inside and outside the organization are heard by the organization. The PR practitioner act as an activist within, and the conscience of the organizationEthical dilemmas

Dilemmas: Difficult situations with no obvious, clearcut answer. Could have two or more competing solutions. Important values clash and potential solutions will cause pain. Lacks a good, painless solution Approaches to ethicsSome approaches to studying ethics:1. Consequentialist (Teleology): Assess outcome of act (No inherent right/wrong)2. Non-consequentialist (Deontology): Focus on the act. (Inherently right/wrong).3. Virtue ethics - Focus on character of moral agent4. Ethic of care - Maintain connections & nurture web of relationships. (Corporate Social Responsibility)Key principlesMain principles useful in applied ethics in PR: Aristotles Golden Mean - Moral virtue is the appropriate location between two extremes. Kants Categorical Imperative - Act on the maxim that you want as a universal law Mills Principle of Utility - Greatest happiness for greatest number of people. Golden Rule - Treat others as you would like to be treated. Rawlss Veil of Ignorance - Justice emerges when negotiating without social differentiationsMaking ethical decisionsWhen faced with an ethical dilemma, practitioners should make decisions ____A. In the public interestB. In accordance with code of ethicsImportance

C. In the employers/client interestD. In their personal interestsWhat is needed Knowledge & understanding of context Critical analysis & consideration of ethical alternatives Decision based on alternatives- A tool, or procedure to help evaluate the dilemma, resolve the conflict, and make a decision that leads to a responsible action.

5-step process:1) Define the situation: Briefly state the facts & state the dilemma you face.2) List the relevant values that are important to you and your profession. Could those values be compromised in this situation?3) State the principles that would apply to this scenario4) Who do you feel that you should be loyal to - perhaps you owe a duty?5) You could review/discuss various possible options but must eventually decide on ONE only. State the ethical principle(s) that you based your decision on.An ethically defensible decision is based on at least one explicit ethical principle.Values Truthtelling - honesty, integrity, Justice/ Fairness Freedom & Independence Respect for others Stewardship/ Responsibility Respect for life Professionalism: commitment, pursuit of excellence and accountability Transparency/ Publics right to know Non-violence

LoyaltiesDuty to: Society - general or various segments Your professional colleagues Your organisation Clients/financial supporters Self

Every professional communicator as part of his/her ethical development:- Needs to reflect on the kinds of companies, causes, people and circumstances that cause ethical concern- Be ready to make decisions on whether to represent such causes or not.

Chapter 5Why study legal aspects of PR?Public relations practitioners should be aware of various legal issues that can affect their professional practice. While practitioners may not be expected to be legal experts, they should have a working knowledge of the issues.Legal principles and PR practice The law trumps instructions from clients and organisations. Communication between public relations counsel and clients is confidential but not privileged (Information should be kept to yourself but in the court of law must be revealed). Law addresses issues of corporate speech, including what companies may and may not say or advocate. DefamationAny false statement about a person (or organisation) that creates public hatred, contempt, ridicule, or inflicts injury on reputationLibel: Written defamation/statement that is falsepublished in a physical formSlander: Oral defamation/statement that is false through transitory means*For a statement to be defamatoryThe plaintiff (the one who has been defamed) must show:1. Publication: The false statement was communicated to a third party through print, broadcast or electronic means.2. Defamation: The words themselves or the implication behind the words damages a persons reputation.3. Identification: The defamed person was identified or is identifiable.To prevail in court the plaintiff should show: Damage: There is actual injury in the form of loss of money, loss of reputation, or mental suffering Fault: The person making the statement was negligent In the US, the bar is higher for a public figure:Malice: The person making the statement was maliciousDefamation here vs in the USIn Singapore (UK and various Commonwealth nations), burden of proof is on the defendant.In the US, burden of proof is on the plaintiff.

Legal defences available to the defendant (the one who is being sued)TruthALL PARTS of the statement must be trueInclusive of reasonable meanings or innuendos you dont get to decide what the message means!Belief that a statement is true is insufficientException: if a false part does not injure the plaintiff in any significant waysPrivilege Statements made in the course of discharging a social, legal, or moral responsibility Certain reports have statutory privilege Includes reports of certain official proceedings (e.g., judicial proceedings, public records, Parliamentary records) Actions that are classified as privileged cannot be libellousFair comment and criticism Defence often used by theatre/music/restaurant critics When companies & individuals voluntarily display their products and services to the public for sale or consumption, they are open to criticism done with honest purpose and lack of malicious intent Opinion, especially on issues of public interestMost frequently raised defenceComments must be shown as objective and in the spirit of fair discussionSpeech must cover a matter of noted public interestMust be based on fact, even if the statement in question is not a statement of factAvoiding libel Libel suits can be filed when organisational representatives Make libellous accusations during media interviews Send out news releases that make false statements or injure someones reputation Make unflattering comments about competitions productsdelicate balance between puffery/opinion and factual representationA news release must therefore be clearly written with these aspects in mind:Opinion statements must be accompanied by the facts on which the opinions are basedStatements of opinion be clearly labelled as suchLanguage used must be reviewed for possible legal ImplicationsPrivacyViolations can take four forms:1. APPROPRIATION (using a persons name or likeness for commercial purposes without the persons consent) for the advantage of the defendant: The privacy violation that usually causes most PR problems2. Public disclosure of private information3. Intrusion into solitude4. Portraying someone in a false light (making the person appear to be someone or something he or she isnt)The right of privacy applies only to people, not to organisationsAvoiding privacy issuesA picture, letter or name of a living person cannot be used in advertising or publicity without his or her consentAlways obtain consent; obtain model and photo releases;The consent must: Be written State the names of all parties to the agreement State the scope and duration of the terms of the agreement State that it provides for consideration or paymentMinors and mentally disabled people cannot give legal consentTake extreme care with privacy matters of employees: newsletters, product publicity and advertising, media inquiries about employeesCopyright lawCopyright: Protection of a creative work from unauthorised use for limited period of time.Fixed: the work is sufficiently permanent or stable to permit it to be perceived, reproduced or otherwise communicated. Thus, a copyright does not protect ideas, but only the specific ways in which those ideas are expressedExample: An idea for promoting a product cannot be copyrighted, but brochures, news features, cartoons, photographs, corporate symbols and slogans that express a particular idea can be copyrighted.Authorship issues:Rights shared between author and publisherA work for hire: by an employee as part of his/her employment; by a freelancerIn Singapore: Copyright of a book lasts through the authors life, plus 70 years after his/her death. The copyright of a movie lasts 70 years from the end of the year that the movie is released.Freelance and commercial photographers retain ownership of their work; If the company buys a copyrighted photo, it owns the photograph but not the right to make additional copiesComputer manipulation of original artwork can also violate Copyright Fair Use vs InfringementFair use means that part of an original work can be used or copied before falling into the public domain provided that the quoted material is brief in relation to the length of the original work. Complete attribution of the source must be given regardless of the length of the quotation. Can be used for criticism, comment, teaching or research. Has issues when multiple copies are made. Example: Kinkos (photocopiers)Distinct limitations of fair usePermission is required if the material is to be used in advertisements and promotional brochuresAlso, the original source must approve the context in which the quote is usedCopyright And PR practiceKnowledge of copyright law is important for two reasons:What organisational materials should be copyrighted?How to correctly use the copyrighted materials of others?Trademark lawA trademark is a word, symbol, or slogan used singly or in combination, that identifies a products origin.Used by companies to identify and distinguish their goods or services from othersTrademark enforcement usually happens in two situationsThere is a likelihood of confusion or deception or a probability that the public will be misled because of the use of confusingly similar marksThere is a likelihood that the use of a trademark would tarnish or dilute its valueProtecting trademarks Trademarks are proper adjectives and should be capitalised and followed by a generic noun or phrase. (E.g. Kleenex tissues)Trademarks should not be pluralised or used in the possessive formE.g. DBSs credit card; DBS credit cardTrademarks should not be used as verbsE.g. I xeroxed the book chapter; I took photocopies of the book chapterUse of various marks Disclosure/Misleading factsInvestor relationsCorporations in which the public owns shares must continuously provide information that affects the understanding of stockholders and investors about the financial position and prospectus of a companyAccurate informationTimelinessTruth-in-advertising principleOften, courts do not distinguish between advertising and public relations. Laws that apply to advertising might apply to PR as well No false, misleading or deceptive factsChallenges posed by social mediaSocial media and privacy issues:The debate over privacy settings and default opt-out systemsPrivacy preferences projectData protection legislationEmployees should be very careful in discussing company business in any way onlineEmployees participating in virtual online communities are urged to be good NetizensBe sensitive to the appropriateness of your avatar or personas appearanceCommunications and e-commerce occurs across state and international bordersWhat do you need permissions for?Any copyrighted material intended directly to advance the sales and profits of an organisation should not be used unless permission is givenPermission is required to use segments of television programs or motion picturesPermission is required to use segments of popular songs (written verses or sound recordings) from a recording companyQuantity reprints of an article should be ordered from the PublisherPhotographers and freelance writers retain the rights to their works. Permission and fees must be negotiated to use works for other purposes than originally agreed on Photographs of current celebrities or those who are now deceased cannot be used for promotion and publicity purposes without permissionPermission is required to reprint cartoon charactersThe copyrighted material of others should not be posted on the Internet unless specific permission is granted