150228_pre02-s16-lspr-draft
DESCRIPTION
150228_PRE02-s16-LSPR-DraftTRANSCRIPT
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Master of Arts in Communication : Corporate Communication Studies
elearning.lspr.edu
Course : Public Relations Ethics (1502PRE02)
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Session Topic : Public Relations History, Various
Definitions and Scope
Course: Public Relations Ethics
By Bambang Sumaryanto M.Si
LSPR eLearning Program
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Part 1 References
Part 2 Trend & Challenges Part 3 Definitions of PR
Content
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Part1: References
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References: Primary
1. Seib, Philip and Fitzpatrick, Kathy (1995)
Public Relations Ethics, Harcourt Brace
College Publisher.
2. Wilcox, Dennis L.; Agee, Warren K.; Ault,
Phillip H.; & Cameron, Glen T. (2005) Public Relations: Strategies and Tactics, Study Edition, 7th Edition. Pearson Education, Upper Saddle River, NJ.
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References: Additional
1. Parsons, Patricia J. (2006) Etika Public
Relations Panduan Praktik Terbaik.
Diterjemahkan oleh Yulia Indriati, Esensi
Jakarta
2. Jefkins, Frank (1992) Public Relations. Edisi
Keempat. Jakarta : Erlangga
3. Center, Allen H. & Jackson, Patrick (2002)
Public Relations Practices: Managerial Case
Studies and Problems. Prentice Hall
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Part2: Trends & Challenges
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Trends & Challenges: Challenges
Global activity with excellent prospects for growth Challenges Define and practice PR professionally Fosters, greater understanding and harmonious relationships . among nations and organizations, in the public interest
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4 Models of PR : 7 Characteristics
No
. Characteristic
Model
One-Way Two-Way
Press Agentry/
Publicity
Public
Information Asymmetrical Symmetrical
1 Purpose Propaganda Dissemination of
Information
Scientific
Persuasion
Mutual
Understanding
2 Org.
Contribution Advocacy
Dissemination of
Information Advocacy Mediation
3 Nature of
Communication
1way; Complete
truth is not
essential
1way; Truth is
important
2way;
Imbalanced
effects
2way;
Balanced
effects
4 Model of
Communication Source > Rec Source > Rec
Source > Rec.
Feedback
Group >
Group;
Feedback
Source: Grunig & Hunt (1984)
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4 Models of PR : 7 Characteristics (lanjut)
No
. Characteristic
Model
One-Way Two-Way
Press Agentry/
Publicity
Public
Information Asymmetrical Symmetrical
5 Nature of
Research
Little;Counting
house"
Little;
Readability,
readership
Formative;
Attitudes
Formative;
Understanding
6 Leading Figures PT Barnum Ivy Lee Edward
Bernays E. Bernays
7 Period 1850-1900 1900-1920 1920-1960 1960/70
until now
Source: Grunig & Hunt (1984)
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Part3: Definitions of PR
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Definitions: PR
Common understanding
Most visible,
1. techniques &
2. tactics
Missing parts
Process involving,
1. many subtle &
2. far-reaching aspects
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Definitions: PR (lanjut)
6 Common essential elements of PR
1. Deliberate
2. Planned
3. Performance
4. Public interest
5. Two-way communication
6. Management function
R.A.C.E
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Definitions: PR (lanjut)
Q: What is Public Relations?
A: Your own definition !!!
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Next Topic
PUBLIC RELATIONS
Role &
Function
in Organization
Thank You
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Course : Public Relations Ethics (1502PRE02)