RESEARCHPertemuan 5

By: Dr. Drs. Dominikus Tulasi, MM.

Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISNGTahun : 2010

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Learning Objectives

• At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving end consumers or market targeting.

• The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.

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ETHICS AND PROFESSIONALISM

• What is Ethics?

Ethics refers to the value system by which a person determines what is right or wrong, fair or unfair, just or unjust. It is expressed through moral behavior in specific situations. An individual’s conduct is measured not only against his or her conscience but also against some norm of acceptability that has been societally, professionally, organizationally determined.

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ETHICS AND PROFESSIONALISM(1)• CODE OF ETHICS

Most professional organizations and many businesses have codes of ethics. These documents, also called codes of professional conduct, are supposed to set acceptable norms of behavior for working professionals and employees. The PR Society of America (PRSA) and the International Association of Business Communicators (IABC) both have such codes for their members, to be discussed in the following pages. The PRSA code is emphasized because of its age ant its comprehensive approach, unique among communications organizations.

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MEMBER CODE OF ETHICSWe believe our professional values are vital to the integrity of the profession as a whole:

• Advocacy—we serve the public interest: voice, ideas etc.

• Honesty—we adhere to highest standard of accuracy & truth.

• Expertise—we acquire and responsibly use specialized knowledge and experience.

• Independence—we provide objective counsel to those we represent.

• Loyalty—we are faithful to those we represent, while honoring our obligation to serve the public interest.

• Fairness—we deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

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IMPROPER CONDUCT

Improper Conduct are contained in six provisions:

1. Free Flow of Information—core principle, intent, guidelines.

2. Competition—core principle, intent, guidelines.

3. Disclosure of Information—core principle, intent, guidelines.

4. Safeguarding confidences—core principle, intent, guidelines.

5. Conflict of Interest—core principle, intent, guidelines.

6. Enhancing the profession—core principle, intent, guidelines.

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PROFESSIONALISM

• Among PR practitioners there are considerable differences of opinion about whether PR is a craft, a skill, or developing profession. Certainly, at its present level, PR doesn’t qualify as a profession in the same sense that medicine and law do. PR doesn’t have prescribed standards of educational preparation, a mandatory period of apprenticeship, or state laws that govern admission.

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• John F. Budd wrote in PR Quarterly: “we act as publicists, yet we talk of counseling. We perform as technologists in communication but we aspire to be decision-makers dealing in policy.”

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PROFESSIONALISM (1)

• A PR practitioner should have:

– A sense of independence

– A sense of responsibility to society and the public interest

– Manifest concern for the competence and honor of the profession as a whole

– A higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment.

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LICENSING

Several arguments for mandatory licensing with legal sanctions exist:

• It would define the practice of Public Relations

• It would establish uniform educational curricula

• It would set uniform ethical and professional standards

• It would provide for decertification of violators of ethical standards

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• It would protect the consumer of PR services from impostors and charlatants.

• It would protect qualified practitioners from unfair competition from the unethical and unqualified.

• It would raise the credibility of Public Relations practitioners.

• Because Licensing would not control anyone’s right to deal with the media, government or public or to speak out in any way.

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ETHICS IN INDIVIDUAL PRACTICE

The panelists formulated the following list of commendable practices:

• Be honest at all times.

• Convey a sense of business ethics based on your own standards and those of society.

• Respect the integrity and position of your opponents and audiences

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• Develop trust by emphasizing substance over triviality.

• Present all sides of an issue.

• Strive for a balance between loyalty to the organization and duty to the public.

• Don’t sacrifice long-term objectives for short-term gains.