150118_pre01-s17-lspr-draft
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150118_PRE01-s17-LSPR-DraftTRANSCRIPT
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
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References: Primary
1. Seib, Philip and Fitzpatrick, Kathy (1995) Public Relations
Ethics, Harcourt Brace College Publisher.
2. Gower, Karla K. (2008) Legal and Ethical Considerations
for Public Relations, 2nd Edition, Waveland Press, Inc.
3. Fitzpatrick, Kathy and Bronstein, Carolyn (2006). Ethics in Public Relations-Responsible Advocacy, SAGE Publications.
4. Wilcox, Dennis L.; Cameron, Glen T.; Ault, Phillip;& Agee, Warren K. (2005) Public Relations: Strategies and Tactics, 7th Edition, .Pearson Education, Inc, Allen & Bacon
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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 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 of PR Ethics (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 About PR Role – Calvin & Hobbes
• Although humorous, the cartoon makes the point that many people think of PR as spin.
• Public relations professional Thomas J. Madden called his 1997 Spin Man and Larry Tye
named his 1998 biography of Edward L. Bernays The Father of Spin.
• In today’s world of pervasive media, spinning is likely to bring counter information &
undesired publicity.
Calvin & Hobbes © 1990 Watterson, Bill.
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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)
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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.