Master of Arts in Communication : Corporate Communication Studies

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Course : Public Relations Ethics (1506PRE15)

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

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

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)