150318_pre04-s19-lspr-draft
DESCRIPTION
150318_PRE04-s19-LSPR-DraftTRANSCRIPT
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Master of Arts in Communication : Corporate Communication Studies
elearning.lspr.edu
Course : Public Relations Ethics (1503PRE04)
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Session Topic : Professionalism - How PR
Should Work
Course: Public Relations Ethics
By Bambang Sumaryanto, M.Si
LSPR eLearning Program
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Part 1 PR Professionalism
Part 2 Social Responsibility Part 3 Getting Support in doing PR
Content
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Part1: PR Professionalism
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PR: Objectives
How PR Should Work
Objectives
1. Provide advices & suggestions on how to be a
successful in doing PR Program
2. Discuss challenges in dealing with audience in socially
irresponsible institutions
3. Discuss the link individuals ethical behavior and
professionalism
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PR Professionalism: The Moral Purpose
The Moral Purpose of PR Code of Conducts
SOCIAL HARMONY
PR Professionals,
promote mutual understanding and
peaceful coexistence among individuals and institutions
Counsel on public implication of any decisions and/or
actions were taken by organization
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PR Professionalism: Ethical Challenges
John Budd
The real issue of ethics is
not so,
how well we know the
rules and stipulations,
but
HOW WE COUNSEL
on the subject
John W. Budd
Professor and Industrial Relations Land
Grant Chair - Carlson School of
Management, University of Minnesota )
(1991-present)
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PR Professionalism: Ethical Challenges (cont.)
Michael Winkelman
For PR Professionals, the ethics
crisis plays 2 ways:
1. The ethics of the profession
itself
2. How maintaining,
ethical practices reflects on
the reputations of the
organizations
for which PR Professionals
work
Michael Winkelman
President and CCO Leverage Media
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Part2: Social Responsibility
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Social Responsibility: Steps
Lack of public trust in the institutions
Distrust to PR Professionals
Improve position in publics & organization
Improve Co Social Responsibility
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Social Responsibility: David K. Berlos Model
Maintaining Constant Information Flow
Encoder
Interpreter
Decoder
Messages
Messages
Decoder
Interpreter
Encoder
David K. Berlo Ph.D
University of Illnois Chicago,
(1995)
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Social Responsibility: PR Professional
Be able to formulate communications programs to
increase,
PUBLIC UNDERSTANDING and
alter public attitudes TOWARD the
ORGANIZATION (John D. Francis ex President of CPRS)
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Social Responsibility: PR Professional (cont.)
Counsel organization
regarding,
1. Public implications of
decisions
2. Ensure the organization
actions in the best interest
of,
both organization and
those affected by the
actions.
Ivy Lee (1926)
Ivy Ledbetter Lee
The founder of modern public
relations (1877-1934)
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Part3: Getting Support in doing PR
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Getting Support: Principles
Getting Support in doing PR
Principles of PR Management
(Arthur W. Page)
1. Tell The TRUTH
2. Prove it with ACTION
3. LISTEN to the Customers
4. Manage for TOMORROW
5. Conduct PR as if the whole
company depends on it
6. Remain Calm, Patient and
Good-humored Arthur W. Page
Vice President and Director of
AT&T (1927 -1947)
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Getting Support: Successful
How to become Successful PR Practitioners
Essential Abilities
1. Writing Skill
2. Research Ability
3. Planning Expertise
4. Problem-solving ability
Needed: Economic Understanding
PR: Important role in achieving the triangles,
1. Customers,
2. Shareholders,
3. Employees
in balance by providing counsel to the top management
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Getting Support: Successful (cont.)
Basic Personal Attributes
1. Ability with words, written or spoken
2. Analytical Skill: identify & define issues
3. Creative Ability: to develop fresh & effective
solutions
4. An instinct for persuasion
5. Compelling & polished presentation ability
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Getting Support: Key
Key Challenges in Developing Countries
1. Government/Parliament
2. Media - Traditional & Non Traditional
3. NGOs
4. Employees
5. Customers/Consumers
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Course : Public Relations Ethics (1503PRE04)