Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1503PRE01)

Session Topic : Ethics of Public Relations

Course: Public Relations Ethics

By Bambang Sumaryanto M.Si

LSPR eLearning Program

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• Part 1 References

• Part 2 Objectives • Part 3 PR Ethics

Content

Part1: References

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References: Primary

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

Ethics, Harcourt Brace College Publisher.

2. Gower, Karla K. Legal and Ethical Considerations for

Public Relations, 2nd Edition, 2008, Waveland Press, Inc.

3. Fitspatrick, Kathy and Carolyn Bronstein. Ethics in Public Relations-Responsible Advocacy, 2006, SABE Publications.

4. Wilcox, Dennis L.; et.al. Public Relations: Strategies and Tactics, 7th Edition, 2005, Pearson Education, Inc, Allen & Bacon

Part2: Objectives

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Objectives: 3 Objectives

1. Clear understanding on what required to become Professional PR Practitioners

2. Understand that PR is an approach that ensures consistency and maintain transparency

3. Know how to behave and fully aware that personal integrity is part of PR Professionalism

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Objectives: Flow

Flow of PR Ethics

1. INTRODUCTION

Need of PR Ethics

2. PUBLIC RELATIONS

History Roles & Scope

3. PROFESSIONALISM

How PR Should Work

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Objectives: Flow (cont..)

4. UNDERSTANDING ETHICS

Ethical Approach & Reasoning

5. PUBLIC RELATIONS BUSINESS

Theory VS Practices

6. MEDIA RELATIONS

Build Ethical Relationship

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Objectives: Perception

Perception About PR Role

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Objectives: PR

Public Relations Defn: • Is planned persuasive COMMUNICATION design to

influence significant public • Helps our complex, pluralistic society to reach

decisions and function more effectively... • ...by contributing to mutual understanding among

groups and institutions. It serves to bring private and public policies into HARMONY (PRSA)

Part3: PR Ethics

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PR Ethics: 3 Reason

PR Ethics Why do we need PR Ethics? 1. Truth 2. Accuracy 3. Honesty

US: Question about credibility

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PR Ethics: Law & Ethics

LAW • Social control to maintain

stability in the social, political & economy system, while permitting peaceful change

• Reflects society’s values, Norms and Belief

• Affected by Moral-legal sanction

ETHICS The set of criteria by which decisions are made about what is right and what is wrong Karla K. Gower

Karla K. Gower

Associate professor in the

Advertising & Public Relations

Department of the College of

Communication and Information

Sciences at the University of

Alabama.

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PR Ethics: Successful & Purpose

Successful PR Business (Earn) Trust & Support from public “Before we can convince anyone that we’re good....we have to be good” Moral purpose of profession Medicine Health Law Justice PR (Social) Harmony

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PR Ethics: Opportunities & Challenges

Opportunities and Challenges 1. Global activity with excellent prospects for growth 2. Challenges Define and practice PR Professionally • Foster greater understanding and harmonies

relationships among... • ...nations & organizations in the public interest.

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Course : Public Relations Ethics (1503PRE01)