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Transcript of 150613_LSPR-PRE15-s13
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Master of Arts in Communication : Corporate Communication Studies
elearning.lspr.edu
Course : Public Relations Ethics (1506PRE15)
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Session Topic : Summary
Course: Public Relations Ethics
By Bambang Sumaryanto, M.Si
LSPR eLearning Program
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Part 1 PR Ethics
Part 2 Basic Components
Content
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Part1: PR Ethics
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PR Ethics: Objectives
Objectives
1. Clear understanding on what required to become
Professional PR Practitioners
2. Understand that PR is an approach that ensures
consistency & maintain transparency
3. Know how to behave and fully aware that personal
integrity is part of PR Professionalism
4. Be able to produce factual information, accurately &
without personal opinion
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PR Ethics: Purpose
Moral Purpose of Profession
1. Medicine HEALTH
2. Law JUSTICE
3. PR (SOCIAL) HARMONY
Expectation on Ethical PR Professional
1. Promote mutual understanding & harmony among,
individuals & institutions2. Counsel the organization,
regarding the public implications of decision & ensure that organization actions are in the best interest for all those
affected by the actions.
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PR Ethics: Discussion
PR Ethics Discussion
1. The PR Professional
Individual Practitioners is the keystone of an ethical profession
2. Ethical Decision Making in PR
Weigh, sort and shape the needs & expectation from clients, law requirements, industry standard &
values into a principles code
3. Understanding Ethics
Ethical behavior must meet: demand of events + grounded in
theories
4. From Theory to Practice: PR Business
Performance evaluation must be reasonable & ethical
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PR Ethics: Discussion (cont.)
5. Truth as Ethical Imperative
A breach of ethics has occurred if selective use of facts causes harm to individual or society collectively6. Working with News Media
PR - Media have in common many fundamental ethical standard
7. PR & Processes of Government
Help replenish the short supply of truth in politics
8. Ethical Challenges in Crisis PR
Ethical Challenges is never static
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Part2: Basic Components
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PR: Basic Components
PR Basic Components
1. Counseling
2. Research
3. Media Relations
4. Publicity
5. Employee Relations
6. Community Relations
7. Public Affairs
8. Government Affairs
9. Issues Management
10. Investor Relations
11. Industry Relations
12. Development/Fund-raising
13. Special Events
14. Marketing communications
15. Multicultural relations
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Etika & Hukum: Perbedaan
No Bidang Sifat Tujuan Sanksi
1. EtikaBaik atau Buruk
Moral
Mengatur perilaku
Berakhlak baik
Tidak Ada
AMoral
2. Etiket Sopan Santun Tata krama
Pergaulan Formal
Tidak Ada
Tidak Sopan
3. Kode etik
Etik Internal
Profesi
(Self Imposed)
Tata Tertib
Memelihara perilaku profes. PR
Teguran Lisan/Tertulis
Skorsing
Pemecatan
4. DisiplinPengaturan
Umum
Ketertiban individual
& Org.
Teguran Lisan/Tertulis
Skorsing/Pemecatan
Pembubaran/Larang
5. Hukum Hukum Publik Menjaga Ketertiban
Keadilan Umum
Hukum Perdata
Hukum Pidana
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Closing
Trust & Support from Public
Success of PR Business
Before we can convince anyone that youre good, you
have to be good
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Course : Public Relations Ethics (1506PRE15)