150318_PRE04-s19-LSPR-Draft

Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1503PRE04)

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

Part1: PR Professionalism


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


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


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)


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

Part2: Social Responsibility


Social Responsibility: Steps

Lack of public trust in the institutions

Distrust to PR Professionals

Improve position in publics & organization

Improve Co Social Responsibility


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)


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)


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)

Part3: Getting Support in doing PR


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)


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


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


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)

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150318_PRE04-s19-LSPR-Draft