Master of Arts in Communication : Corporate Communication Studies

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Course : Public Relations Ethics (1502PRE02)

Session Topic : Public Relations History, Various

Definitions and Scope

Course: Public Relations Ethics

By Bambang Sumaryanto M.Si

LSPR eLearning Program

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Part 1 References

Part 2 Trend & Challenges Part 3 Definitions of PR

Content

Part1: References

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References: Primary

1. Seib, Philip and Fitzpatrick, Kathy (1995)

Public Relations Ethics, Harcourt Brace

College Publisher.

2. Wilcox, Dennis L.; Agee, Warren K.; Ault,

Phillip H.; & Cameron, Glen T. (2005) Public Relations: Strategies and Tactics, Study Edition, 7th Edition. Pearson Education, Upper Saddle River, NJ.

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References: Additional

1. Parsons, Patricia J. (2006) Etika Public

Relations Panduan Praktik Terbaik.

Diterjemahkan oleh Yulia Indriati, Esensi

Jakarta

2. Jefkins, Frank (1992) Public Relations. Edisi

Keempat. Jakarta : Erlangga

3. Center, Allen H. & Jackson, Patrick (2002)

Public Relations Practices: Managerial Case

Studies and Problems. Prentice Hall

Part2: Trends & Challenges

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Trends & Challenges: Challenges

Global activity with excellent prospects for growth Challenges Define and practice PR professionally Fosters, greater understanding and harmonious relationships . among nations and organizations, in the public interest

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4 Models of PR : 7 Characteristics

No

. Characteristic

Model

One-Way Two-Way

Press Agentry/

Publicity

Public

Information Asymmetrical Symmetrical

1 Purpose Propaganda Dissemination of

Information

Scientific

Persuasion

Mutual

Understanding

2 Org.

Contribution Advocacy

Dissemination of

Information Advocacy Mediation

3 Nature of

Communication

1way; Complete

truth is not

essential

1way; Truth is

important

2way;

Imbalanced

effects

2way;

Balanced

effects

4 Model of

Communication Source > Rec Source > Rec

Source > Rec.

Feedback

Group >

Group;

Feedback

Source: Grunig & Hunt (1984)

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4 Models of PR : 7 Characteristics (lanjut)

No

. Characteristic

Model

One-Way Two-Way

Press Agentry/

Publicity

Public

Information Asymmetrical Symmetrical

5 Nature of

Research

Little;Counting

house"

Little;

Readability,

readership

Formative;

Attitudes

Formative;

Understanding

6 Leading Figures PT Barnum Ivy Lee Edward

Bernays E. Bernays

7 Period 1850-1900 1900-1920 1920-1960 1960/70

until now

Source: Grunig & Hunt (1984)

Part3: Definitions of PR

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Definitions: PR

Common understanding

Most visible,

1. techniques &

2. tactics

Missing parts

Process involving,

1. many subtle &

2. far-reaching aspects

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Definitions: PR (lanjut)

6 Common essential elements of PR

1. Deliberate

2. Planned

3. Performance

4. Public interest

5. Two-way communication

6. Management function

R.A.C.E

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Definitions: PR (lanjut)

Q: What is Public Relations?

A: Your own definition !!!

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Next Topic

PUBLIC RELATIONS

Role &

Function

in Organization

Thank You

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Course : Public Relations Ethics (1502PRE02)