150528_LSPR-PRE14-s13

Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1505PRE14)

Session Topic : Keys to Success-About Choices,

Values and Beliefs

Course: Public Relations Ethics

By Bambang Sumaryanto, M.Si

LSPR eLearning Program

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Part 1 Overview

Part 2 5 Masters

Content

Part1: Overview


Overview: Objective

Objective

1. Discuss that there are NO SIMPLE SOLUTION in PR

Ethics

2. Create understanding that Ethics in PR means the

choice you make in performing your duties


Overview: Case

Case 1

You have been invited by a member of PPPI to attend the

performance of highly International Group Show. You know that

the agency is interested in securing a contract to produce your

big corporate reputation program. How do you respond?

Case 2

Your firm is going up against one of your fiercest competitor for

a big corporate account that would secure your agencys place

as a leader in the industry. You are asked by the potential client

to comment on the abilities of the competing firm, which in your

opinion always overstates its abilities. What do you say?


Overview: Case (cont.)

Case 3

As the Director of PR for a National NGO, you are in charge of

reporting your organizations annual revenue. The financial report you

have received from your boss appears to overvalue the worth of

donated goods. Although you appreciate the importance of providing

prospective donors with evidence of past success, you question the

accuracy of the report. What do you do?

Case 4

Your company has been experiencing the painful process of downsizing.

Employee morale is down and management is concerned that some of

the best employees may leave to join more financially secure

competitors. You are asked to prepare an employee announcement to

inform employees that the layoff are complete. You know that this is not

true. What do you do?

Part2: 5 Masters


5 Masters: Overview

1. Yourself

Refer to your own values

2. Client/Organization

Professionalism

3. Employer

4. Profession

Being responsible to peers/colleagues

5. Society

Serve the public interest


PR Practitioners: How to Become Successful

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-humoredArthur W. Page

Vice president & Director

AT&T (1927-1947)

Principles of PR Management (Arthur W. Page)


PR Practitioners: How to Become Successful (cont.)

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 (customers,

shareholders, employees)

in balance by providing counsel to the top management


PR Practitioners: How to Become Successful (cont.)

Basic Personal Attributes

1. Ability with words, written or spoken

2. ANALYTICAL SKILLS: 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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Course : Public Relations Ethics (1505PRE14)

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150528_LSPR-PRE14-s13