Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1505PRE11)

Session Topic : PR Challenges in Politics &

Government

Course: Public Relations Ethics

By Bambang Sumaryanto MBA M.Si

LSPR eLearning Program

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Part 1 Election Campaign

Part 2 PR in Politics & Government

Content

Part1: Election Campaign

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Election Campaign: Perspective

PR in Politics & Government

1. Election Campaign

2. Lobbying

3. Representing The Government

4. Self Policing in Political PR

5. Litigation PR

Election Campaign

a. Academic perspective

Direct the public discourse of important issues Set the agenda in that discussion Present the candidate as the best possible choice for the public

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Election Campaign: Perspective (cont.)

b. Campaign consultants perspective

Decide what you,

want the voter to feel OR how you want him to react

must do to make him react the way you want Do it

First Political PR @US: Whitaker & Baxter (1930s)

Political PR: Engineering of Consent Theory (Edward Bernays)

PRSA Code - Article 6

A member shall not engage in any practice which has the purpose of

corrupting the integrity of channel communications or processes of government

Leone Baxter

The first founder

public relations

agency for political

campaign mgt.

Leone Baxter

The first founder

public relations

agency for

political

campaign mgt.

Edward Bernays

Austrian-American

pioneer in the field

of PR &

propaganda

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Election Campaign: Ethical Challenges

Ethical Challenges

1. PR concern more on winning than democratic responsibility

2. Divorce political behavior from what it produces

3. Thwart the negative aspects of information to build positive

images

4. Create media events only for building the images without

action to address the cause

5. Black campaign with no strong evidences and unclear

sources in order to create rumors

Part2: PR in Politics & Government

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PR: Politics & Government

PR in Politics & Government

1. Election Campaign

Academic VS Consultant perspectives

2. Lobbying

Most controversial PR activities

Persia Gulf - Kuwait Free Campaign - pg 91 Health Law - 2009 (Tobacco Industry) Made In Indonesia (MII) Advertising Australias PM case

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PR: Politics & Government (cont.)

3. Representing The Government

Distrust to government institution Conflicts among stakeholders

Century Gate, Tax Gate, UN Issue

4. Self Policing in Political PR

5. Litigation PR

PTUN, Policy/Law Challenges Business/Commercial Legal Disputes

Anti-Trust Law (Airline, Hypermart/Minimart case)

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Course : Public Relations Ethics (1505PRE11)