To Memorize or Not--That is the Question

Last week, I spoke with a colleague who had taken the APR exam in June. Of course, she did not provide me with specific questions that were on the computerized test, but she did give me some valuable input. Her experience was that the multiple choice questions focused on public relations scenarios and practitioners would do well to leverage their expertise in selecting the answers.

This leads me to wonder about all the advice to memorize facts and diagrams I've seen from PRSA blog posts and Tactics articles. How much time should I spend on memorizing every communications theory listed in my textbook? Is it really important to know George Creel's contributions to the profession? (FYI, Creel headed the Committee on Public Information during President Wilson's era, using Four-Minute Men to deliver speeches across the country to sell war bonds, promote food conservation, and build up the Red Cross.) Or can I rely on my years in the trenches of the public relations industry to illuminate the correct answers?

In the two weeks I have left before the exam, I'll continue to review the communications models in my textbook and try to memorize a few more public relations historical facts. My hope is that my years of experience will truly be a boon and give me the confidence to pass this last hurdle on my way to obtaining my APR.

Donald Trump Loses Libel Suit -- Proof of Malice Was Missing

Bloomberg News reported today that Donald Trump's libel suit against New York Times editor Timothy O'Brien was dismissed by New Jersey state Superior Court Judge Michele M. Fox. She agreed with the reporter's lawyers "that the case should be dismissed, in part, because Trump failed to show he suffered monetary loss or defamation.

"Trump hasn’t shown 'clear and convincing evidence to establish malice' by O’Brien, Fox said in an opinion today."

For those of you studying for the APR exam, here's a quick review of defamation law and the common law defenses employed by the media. Remember, libel = published works, slander = spoken or broadcast words.

Legally, at least four conditions of defamation must be met to constitute a crime. The disputed words must:

1) Hurt the reputation of the victim
2) Identify the victim by name
3) Be communicated to an audience
4) Contain an element of fault
5) In absence of fault, the victim must offer proof of damages/injury.

The common law defenses again defamation include:

1) Truth - This is the oldest and strongest defense. The plaintiff must prove falsity and that the statement was made with malicious intent or by negligence.
2) Privilege - Fair and accurate accounts of what occurred in government proceedings or documents are also defensible.
3) Fair Comment - It is legal for journalists to offer their opinions about the performance of those in the public limelight like actors, politicians, athletes, musicians, authors, and other celebrities.

The lesson for Mr. Trump in this case is that defamation is extremely hard to prove, in the legal system and in the court of public opinion.

PRSA Code of Ethics--Summary

The Public Relation Society of America provides a comprehensive code of professional standards for the practice of public relations on its Web site. PRSA practitioners pledge to "conduct ourselves professionally, with truth, accuracy, fairness, and responsibility to the public; to improve our individual competence and advance the knowledge and proficiency of the profession through continuing research and education, and to adhere to the articles of the Code of Professionals Standards for the Practice of Public Relations...." These standards exhort each member to perform his or her duties with great regard for:
1) public interest, 2) honesty and integrity, 3) dealing fairly with the public, 4) accuracy and truth, 5) not knowingly disseminating false or misleading information, 6) not engaging in corruption, 7) identifying clients/company publicly, 8) avoiding undisclosed interests, 9) not guaranteeing results, 10) avoiding conflicts of interest, 11) avoiding personal conflict with interests of employer, 12) not accepting fees or gifts other than those provided by clients and employers, 13) safeguarding confidences and privacy rights, 14) not intentionally damaging the professional reputation of another practitioner.

I personally prefer famed public relations practitioner Arthur W. Page's more abbreviated and practical guide to the profession:

1) Tell the truth.
2) Prove it with action.
3) Listen to the customer.
4) Manage for tomorrow.
5) Conduct public relations as if the whole company depends on it.
6) Remain calm, patient and good humored.