150522_LSPR-PRE13-s24

Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1505PRE13)

Session Topic : Guideline for Ethical PR

Practices

Course: Public Relations Ethics

By Bambang Sumaryanto, M.Si

LSPR eLearning Program

Powered by HarukaEdu.com - 1505PRE13- S.3

Part 1 Overview

Part 2 PRSA Code of Conducts

Part 3 Ethical Decision Making Process

Content

Part1: Overview


Overview: Objectives

Objectives

1. Discuss a variety of approaches to ethical decision

making

2. Provide Guidelines that can be used in addressing

ethical dilemmas


Overview: 5 Factors

5 Factors regulate Social Conduct *)

1. Tradition

How has the situation been viewed or

handled in the past?

2. Public Opinion

What is currently acceptable

behaviour to the majority of ones

peers

*) Allen H Center & Patrick Jackson: Public

Relations Practices - 202

Patrick Jackson

President PRSA

(1980)

Allen H. Center

Former Vice

President of

Motorola


Overview: 5 Factors (cont.)

3. Law

What is,

1.Permissible and

2.Prohibited by legislation

4. Morality

Generally connotes a spiritual or religious prohibited

5. Ethics

Standards set by,

a profession, an organization or oneselfbased on conscience


Overview: Ethics Standard

Range of Ethics Standard

Anything in my own interest is right as long as I dont go to jail

to

Anything that pricks my conscience is wrong, no matter what anyone else says or does

Part2: PRSA Code of Conducts


PRSA Code: Professional Values

PRSA Code of Conducts

Professional values

1. Advocacy

2. Honesty

3. Expertise

4. Independence

5. Loyalty

6. Fairness


PRSA Code: Code Provisions

Code Provisions

1. Free flow of Information

CP: protecting and advancing the free flow of accurate and truthful information is essential

to serving the public interest and contributing to informed decision making in a democratic society

2. Competition

CP: promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business

environment

3. Disclosure of Information

CP: open communication fosters informed decision making in democratic

society


PRSA Code: Code Provisions (cont.)

4. Safeguarding Confidences

CP: client trust requires appropriate protection of,

confidential and private information

5. Conflict of interest

CP: avoiding real, potential or perceived conflicts of interest builds the trust

of,

clients, employers and publics

6. Enhancing the Profession

CP: PR professionals work constantly to strengthen the publics trust in the

profession


PRSA Code: PRSAs Guide

PRSAs Guide

1. Define the specific ethical issue

Identify,

2. factors (in/ext) that may influence the decision

3. key VALUES

4. the PARTIES who will be affected by the decision and define

the PR professionals OBLIGATION TO EACH

5. Select ethical PRINCIPLES to guide the decision making process

6. Make a decision and justify it


PRSA Code: Case Study

Case Study 1

Assume that you are the president of PR Expertsa Jakarta-based public

relations firm representing the Asosiasi Perusahaan Semen Indonesia

(APSI). APSI has been closely monitoring high-growth communities across

the country, like Jakarta, that are preparing to vote soon on regional

transportation and road improvement plans.

Case Study 2

APSI has hired your firm to organize and manage a citizens group in

Jakarta called Masyarakat Transportasi Jakarta (M-TransJ).

The groups sole purpose is to persuade voters to pass Jakarta

aggressive road expansion plans (and bring more business to local and

national cement and asphalt companies).


PRSA Code: Case Study (cont.)

Case Study 3

A reporter from the Jakarta Tribune learns about M-TransJ and contacts

you for information regarding the individuals or organization(s)

funding/backing the group.

Your client asks you to keep their involvement confidential. Your gut

tells you to disclose the information; however, you are concerned about

losing the business if you go against your clients wishes.

What do you do?

Part3: Ethical Decision Making Process


Ethical: Decision Making Process

Ethical Decision Making Process

1. Define the specific ethical issue and/or conflict.

Is it ethical to omit sponsor information, or to disseminate false information regarding the

citizens group, M-TransJ, which my firm has been asked to organize and manage?

2. Identify internal/external factors that may influence the decision.

Do local, state or federal laws require a particular decision? What do my company values, policies or procedures require? What action do I believe is in the publics best interest?


Ethical: Decision Making Process (cont.)

3. Identify Key Values

1. Honesty - I am obligated to tell the truth when communicating with

the public.

2. Fairness - I must deal fairly with my client, competitors, peers,

vendors, the media and the general public.

3. Independence

I will provide objective counsel to my client. I am accountable for my actions.

4. Identify the public,

who may be affected by the decision and define the public relations professionals obligation to each.Jakarta citizens, voters, government officials and media; public

relations profession; colleagues/employees; self.



5. Select ethical principles to guide the decision making process.

a. A core principle of the PRSA Member Code of Ethics regarding Disclosure

of Information is:

Open communication fosters informed decision making in a democratic society.

The stated intent of this provision is: To build trust with the public by revealing all information needed for responsible decision making.

b. The Code guidelines that address this situation require that members:

Reveal the sponsors for causes and interests represented; Be honest and accurate in all communications; and Avoid deceptive

practices.

c. Another Code guideline under Enhancing the Profession

that applies to this case advises members to: Decline representation of clients or organizations that urge or require actions

that are contrary to this Code.



6. Make a decision and justify.

a. The public relations professionals greatest loyalty is to his/her

client/employer; however,

the professional is obligated to provide counsel and actions that serve in the best interest of the public.

Responsible advocacy requires that the interests of those affected by this decision (Jakarta citizens, voters, government officials and media;

profession; colleagues/employees; self) be considered.

b. Although the potential for conflict between loyalty to client and

revealing your clients involvement exists in this situation, the value of honesty helps resolve this conflict.



c. Appropriate counsel would require the public relations professional

to truthfully respond to the media by

disclosing your client as the sponsor of the citizens group, M-TransJ, and

advising your client of the reasons for acting in the best interest of the public(s).

d. This decision also would serve your clients best interest since

deceiving the media and the public(s)

could contribute to declining public(s) trust in the association, not to mention potential legal liabilities associated with local, state and

federal disclosure requirements.



e. This decision would preserve the integrity of processes of

communication and also help the association (and the public relations

professional/firm)

maintain important relationships with Jakarta citizens, voters, media and government officials.

This decision is supported by the PRSA Member Code of Ethics, which prohibits deceptive practices

e.g. Not disclosing sponsors for causes and interests represented.


Ethical: Ethically

What is acceptable Ethically?

Is it acceptable,

1. for ministry office supported by taxpayers to spend money for a

PR firm to put out its news and promote its work?

2. to announce publicly that an official has resigned: for personal

reasons when in fact he/she was fired for the good of the

organization?

3. for big business to preach that their growth creates jobs,

when many of them have doubled in sales over a 10 years period yet

their employment total remains what it was 10 years ago?


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Course : Public Relations Ethics (1505PRE13)

150522_LSPR-PRE13-s24

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