1 Republic of the Philippines Republic of the Philippines EULOGIO “AMANG” RODRIGUEZ EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY INSTITUTE OF SCIENCE AND TECHNOLOGY Nagtahan, Sampaloc, Manila Nagtahan, Sampaloc, Manila GRADUATE PROGRAM GRADUATE PROGRAM MASTER IN PUBLIC ADMINISTRATION MASTER IN PUBLIC ADMINISTRATION TOPIC: E. Ethics TOPIC: E. Ethics F. Research F. Research PUBLIC ADMINISTRATION AND PUBLIC PUBLIC ADMINISTRATION AND PUBLIC RELATIONS RELATIONS Presented by: LOUIE A. MEDINACELI DR. LOURDES BANDOY Professor
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Republic of the PhilippinesRepublic of the PhilippinesEULOGIO “AMANG” RODRIGUEZEULOGIO “AMANG” RODRIGUEZ
INSTITUTE OF SCIENCE AND TECHNOLOGYINSTITUTE OF SCIENCE AND TECHNOLOGYNagtahan, Sampaloc, ManilaNagtahan, Sampaloc, Manila
GRADUATE PROGRAMGRADUATE PROGRAMMASTER IN PUBLIC ADMINISTRATIONMASTER IN PUBLIC ADMINISTRATION
TOPIC: E. EthicsTOPIC: E. Ethics F. Research F. Research
PUBLIC ADMINISTRATION AND PUBLIC PUBLIC ADMINISTRATION AND PUBLIC RELATIONSRELATIONS
Presented by:
LOUIE A. MEDINACELI
DR. LOURDES BANDOYProfessor
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What exactly are What exactly are ethics?ethics?
Great thinkers have struggled for years to answer this Great thinkers have struggled for years to answer this question. Here is one definition:question. Here is one definition:““Ethics are standards of conduct that indicate how one Ethics are standards of conduct that indicate how one should behave based on moral duties and virtues.”should behave based on moral duties and virtues.”
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Another definition of ethicsAnother definition of ethics
““Ethics refers to the values that guide Ethics refers to the values that guide a person, organization, or society — a person, organization, or society — the difference between right and the difference between right and wrong, fairness and unfairness, wrong, fairness and unfairness, honesty and dishonesty.”honesty and dishonesty.”
An individual’s or organization’s ethics An individual’s or organization’s ethics come down to the standards we follow come down to the standards we follow in our relationships with others. in our relationships with others.
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Two classical approaches to ethicsTwo classical approaches to ethics
UtilitarianismUtilitarianism: considering the : considering the greater good rather than individual greater good rather than individual desires.desires.
The Golden Mean of Moral The Golden Mean of Moral VirtueVirtue: seeking the middle-ground : seeking the middle-ground between two extreme points of view.between two extreme points of view.
Judeo-Christian EthicJudeo-Christian Ethic: loving your : loving your neighbor as you would love yourself.neighbor as you would love yourself.
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Ethics in business: an Ethics in business: an oxymoron? oxymoron?
In the wake of corporate meltdowns, In the wake of corporate meltdowns, scandals and CEO resignations, scandals and CEO resignations, confidence in business has plummeted. confidence in business has plummeted.
American business is under heavier American business is under heavier scrutiny than ever before.scrutiny than ever before.
To reverse negative public opinion, many To reverse negative public opinion, many companies have attempted to become companies have attempted to become more transparent in their activities.more transparent in their activities.
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Corporate codes of conduct Corporate codes of conduct
These are formal These are formal statements of the values statements of the values and business practices and business practices of a corporation. of a corporation.
They have been They have been developed to: developed to: Increase public confidenceIncrease public confidence Stem the tide of Stem the tide of
operationsoperations Respond to transgressionsRespond to transgressions
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Corporate social responsibilityCorporate social responsibility
All social All social institutions are institutions are responsible for the responsible for the behavior behavior of their members.of their members.
Members can be Members can be held accountable held accountable for misdeeds.for misdeeds.
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Ethics in public relations Ethics in public relations Ethics should be the great differentiator Ethics should be the great differentiator
between public relations and other between public relations and other professions. professions.
Public relations practitioners must Public relations practitioners must emulate the highest standards of emulate the highest standards of personal and professional ethics.personal and professional ethics.
Public relations practitioners must Public relations practitioners must always counsel their organizations and always counsel their organizations and clients in an ethical direction. clients in an ethical direction.
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The Four Step Process:The Four Step Process:Research, Planning, Research, Planning,
Create a Problem Statement to Create a Problem Statement to ascertain "What is happening now"? ascertain "What is happening now"?
A problem statement consists of a A problem statement consists of a description of the problem description of the problem encapsulated in a brief paragraph.encapsulated in a brief paragraph.
Written in present tenseWritten in present tense Describe the situation in specific and Describe the situation in specific and
measurable terms.measurable terms.
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Breakdown of 6 W's and 1 HBreakdown of 6 W's and 1 H
What is happening now?What is happening now? What is the source of concern?What is the source of concern? Where is this problem?Where is this problem? When is it a source of concern?When is it a source of concern? Who does it involve or affect?Who does it involve or affect? How are they involved or affected?How are they involved or affected? Why does it concern the organizations Why does it concern the organizations
and its publics?and its publics?
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Research Terms:Research Terms: PrimaryPrimary
Persons who are involved in some way with what is Persons who are involved in some way with what is being studiedbeing studied
SecondarySecondary Sources include books, articles and journalsSources include books, articles and journals
FormalFormal Qualitative and quantitative (Qualitative includes Qualitative and quantitative (Qualitative includes
historicalhistoricaland legal research-informative but not measurable) and legal research-informative but not measurable) whereas,whereas,quantitative includes experimental research done in a quantitative includes experimental research done in a lab, or surveylab, or surveyresearch done in the field. It produces measurable research done in the field. It produces measurable results.results.
(Formulating a Hypothesis, Testing and Revising)(Formulating a Hypothesis, Testing and Revising)
Need to have an understanding of the pros and cons of eachNeed to have an understanding of the pros and cons of each
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Planning: 10 Step ProcessPlanning: 10 Step Process The process starts after you know what you The process starts after you know what you
want to accomplish and the expected want to accomplish and the expected outcomeoutcome
• Overall Goals• Overall Goals• Target Audiences and Publics• Target Audiences and Publics• Objectives For Those Audiences• Objectives For Those Audiences• Strategies• Strategies• Tactics• Tactics• Activities• Activities• Evaluation• Evaluation• Materials• Materials• Budget Items• Budget Items• Timetable and Task List• Timetable and Task List
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Definition of Goals, Objectives, Definition of Goals, Objectives, Strategies and TacticsStrategies and Tactics
GoalGoal A desired outcome of a plan of actionA desired outcome of a plan of action
ObjectivesObjectives Milestones that measure progress toward Milestones that measure progress toward
achievement of a goal –need a percentage, or achievement of a goal –need a percentage, or some other measurable outcome, behavioralsome other measurable outcome, behavioraloutcome, a public, and a timeframeoutcome, a public, and a timeframe
StrategyStrategy Well designed plan to affect outcome and not Well designed plan to affect outcome and not
showingshowingspecific actions to achieve objectivesspecific actions to achieve objectives
TacticsTactics Specific activities undertaken to implement Specific activities undertaken to implement
strategiesstrategies
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Surveys and Polls:Surveys and Polls:
You don't have to spend a fortune or go You don't have to spend a fortune or go broke when designing and carrying out broke when designing and carrying out public relations research and public relations research and measurement projects. To save money, measurement projects. To save money, consider piggyback studies, secondary consider piggyback studies, secondary analysis, quick-tab polls, internet analysis, quick-tab polls, internet surveys, or intercept interviews. Mail, fax surveys, or intercept interviews. Mail, fax and e-mail studies are good for some and e-mail studies are good for some purposes. Or, do your own field research.purposes. Or, do your own field research. -Walter K. Lindenmann, Ph.D. -Walter K. Lindenmann, Ph.D.
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Informal methods:Informal methods:
Focus groupsFocus groups Interviews with editors and key opinion Interviews with editors and key opinion
leadersleaders Phone or e-mail surveysPhone or e-mail surveys Internet surveysInternet surveys
Representative samples may entail Representative samples may entail contracting an outside firm in order to get contracting an outside firm in order to get reliable judgments and results.reliable judgments and results.
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Determining Sample Size:Determining Sample Size:
Bigger is better and consulting with Bigger is better and consulting with persons who conduct research on apersons who conduct research on aregular basis is advised.regular basis is advised.
Survey Construction:Survey Construction: Work closely with a survey firmWork closely with a survey firm Attempt triangulationAttempt triangulation Use several methods that concentrate on Use several methods that concentrate on
answering the same questionsanswering the same questions Avoid seeking information unless it is relevant to Avoid seeking information unless it is relevant to
the studythe study Pre-test surveys before launchingPre-test surveys before launching
