Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1504PRE07)

Session Topic : The TRUTH as Ethical

Imperative

Course: Public Relations Ethics

By Bambang Sumaryanto MBA M.Si

LSPR eLearning Program

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• Part 1 Truth & Accuracy

• Part 2 Professional Standard

Content

Part1: Truth & Accuracy

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Truth & Accuracy: Objectives

Objectives

1. To provide understanding about the,

• TRUTH and

• ACCURACY

...of the information

2. To describe challenges in doing ethical practices

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Truth & Accuracy: PRSA

PRSA Code of Professional Standard

Article 3

A member shall,

• adhere to TRUTH and ACCURACY and

• to generally accepted standard of good taste

Article 7

A member shall not intentionally false or misleading information

a. Is there an absolute truth?

Tell the truth...,

b. but NOT all the truth

c. when it happens to be convenient and don’t be afraid to embellish it

along the way

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Truth & Accuracy: Values, Principles, Ethical Boundaries

Source: Bill George (True North)

No Code of

Ethics About

1. Values

• The relative importance of things that

matter in your life...

• ...are the last things you don’t want to

sacrifice when you’re forced to make

trade off

2. Principles

• A set of standard used in your life,

derived from your values.

• Principles are values translated into

action

3. Ethical

Boundaries

• The limits placed on your action,

• ...based on your standards of ethical

behaviour

Bill George

Professor of Mgt.

practice at Harvard

Business School

(2004)

Part2: Professional Standard

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Professional Standard: Code

The Code of Professional Standard

Duties of Professional PR - PERHUMAS

Duty to...,

1. SELF

2. EMPLOYER (Client)

3. PROFESSION

4. SOCIETY & MASS MEDIA

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Professional Standard: Potential Ethical Issues

1. PUFFERY

Enlarging truth & remolding facts

2. QUOTES

• Real & Invented

• Depict quoted person’s views

3. PLAGIARISM

PRSA Article 6:

• credit for ideas &

• words borrowed from others

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Professional Standard: Potential Ethical Issues (cont.)

4. DISINFORMATION

Purposeful use of information known to be basically untrue

5. CORRECTING ERRORS

Key considerations:

a. Timeliness,

b. Clarity,

c. Remedial Effect

6. DIFFERENT PUBLIC, DIFF OBLIGATIONS

Need to understand the interest of different stakeholders

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Course : Public Relations Ethics (1504PRE07)