Master of Arts in Communication : Corporate Communication Studies

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Course : Public Relations Ethics (1503PRE05)

Session Topic : Ethical PR Decision Making

Process

Course: Public Relations Ethics

By Bambang Sumaryanto MBA M.Si

LSPR eLearning Program

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• Part 1 Decision Making

• Part 2 Ethical PR Business • Part 3 Ethical Reasoning

Content

Part1: Decision Making

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Decision Making: Objectives

Ethical PR Decision Making Process

Objectives

1. To provide guidelines on how to conduct ethical PR

practices

2. To describe challenges in doing ethical practices

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Decision Making: 5 Categories

Ethical Decision Making in PR

5 categories of Duties of Professional PR

Duty to…,

1. SELF

2. CLIENT Organization

3. EMPLOYER

4. PROFESSION

5. SOCIETY

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Decision Making: Perhumas

PERHUMAS – Code of Ethics

Duty to…,

1. SELF: Komitmen Pribadi

2. CLIENT/EMPLOYER: Perilaku terhadap

Client/Perusahaan

3. SOCIETY/MASS MEDIA: Perilaku terhadap

Masyarakat/Media Massa

4. PROFESSION/COLLEAGUES: Perilaku terhadap sejawat

Part2: Ethical PR Business

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Ethical PR: 10 Universal Values

Ethical PR Business

Trust & Support from Public

Success of PR Business

“Before we can convince anyone that you’re good, you have to be

good”

10 Universal VALUES (Josephson)

1. Honesty

2. Integrity

3. Promise-keeping

4. Fidelity

5. Fairness

6. Caring for others

7. Respect for others

8. Responsible citizenship

9. Pursuit of excellent

10. Accountability

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Ethical PR: PRSA

Ethical Decision Making in PR

• Professional Standards for The PR Practice

• PRSA Member Code of Ethics:

1. Advocacy

2. Honesty

3. Expertise

4. Independence

5. Loyalty

6. Fairness

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Ethical PR: Understanding Ethics

2 Approaches

1. Teleological Approach

“The study of ends” (utilitarians approach)

2. Deontological Approach

To respect other people’s right and to treat them

accordingly (humanistic approach)

Part3: Ethical Reasoning

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Ethical Reasoning: The Potter Box Approach

Define Situation

Identify values *)

Choose loyalties

Select principles

*) page 35

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Ethical Reasoning: Prof. McElreath Approach

Ethical PR Business

Prof. McElreath’s Approach

involves:

1. Confrontation of an ethical

dilemma

2. Individual motivation to act

3. Consideration of rules,

principles or duties

4. Individual actions and

decisions Mark Fletcher McElreath

Doctor of Jurisprudence (Doctor of

Laws) (1991)

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Ethical Reasoning: Frank Navran & Associates Approach

1. Define the problem-

PLUS

2. Identify available

alternative solutions

3. Evaluate the identified

alternatives - PLUS

4. Make the decision

5. Implement the decision

6. Evaluate the decision -

PLUS Frank J. Navran

President Navran Associates (1986-

present)

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Ethical Reasoning: PLUS

Filters to screen out ethical problems and solution

PLUS

PLUS

P (Policies) S (Self)

L (Legal)

U (Universal)

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Ethical Reasoning: Acceptable Ethically

Q: What is acceptable Ethically?

A: Is it acceptable,

1. ...for PR Director,

• to tell the public a lie on a matter of no real significance if the intent

is...

• ...to protect the privacy or reputation of his/her boss?

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. ...to use fear in advertising to help cut down on the sale of tobacco?

• To sell a fire detection device?

• Insurance?

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Course : Public Relations Ethics (1503PRE05)