Course : Public Relations Ethics (1506PRE15)

elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies

LSPR eLearning Program

Session Topic : Summary

Course: Public Relations Ethics

By Bambang Sumaryanto, M.Si

Content

Part 1

PR Ethics

Part 2

Basic Components

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Part1: PR Ethics

PR Ethics: Objectives

Objectives
1. Clear understanding on what required to become
Professional PR Practitioners
2. Understand that PR is an approach that ensures
consistency & maintain transparency
3. Know how to behave and fully aware that personal
integrity is part of PR Professionalism
4. Be able to produce factual information, accurately &
without personal opinion

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PR Ethics: Purpose

Moral Purpose of Profession

1. Medicine
2. Law
3. PR

HEALTH
JUSTICE
(SOCIAL) HARMONY

Expectation on Ethical PR Professional

1. Promote mutual understanding & harmony among,
individuals &
institutions
2. Counsel the organization,
regarding the public implications of decision &
ensure that organization actions are in the best interest for all those
affected by the actions.
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PR Ethics: Discussion

PR Ethics Discussion

1. The PR Professional
Individual Practitioners is the keystone of an ethical profession
2. Ethical Decision Making in PR
Weigh, sort and shape the needs &
expectation from clients, law requirements, industry standard &
values into a principles code
3. Understanding Ethics
Ethical behavior must meet: demand of events + grounded in
theories
4. From Theory to Practice: PR Business
Performance evaluation must be reasonable & ethical
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PR Ethics: Discussion (cont.)

5. Truth as Ethical Imperative

A breach of ethics has occurred if selective use of facts
causes harm to individual or society collectively
6. Working with News Media
PR - Media have in common many fundamental ethical standard
7. PR & Processes of Government
Help replenish the short supply of truth in politics
8. Ethical Challenges in Crisis PR
Ethical Challenges is never static

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Part2: Basic Components

PR: Basic Components

PR Basic Components

1.
2.
3.
4.
5.
6.
7.
8.

Counseling
Research
Media Relations
Publicity
Employee Relations
Community Relations
Public Affairs
Government Affairs

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9.
10.
11.
12.
13.
14.
15.

Issues Management
Investor Relations
Industry Relations
Development/Fund-raising
Special Events
Marketing communications
Multicultural relations

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Etika & Hukum: Perbedaan

No
1.
2.

3.

Bidang

Sifat

Tujuan

Sanksi

Baik atau Buruk

Moral

Mengatur perilaku
Berakhlak baik

Tidak Ada
AMoral

Etiket

Sopan Santun

Tata krama
Pergaulan Formal

Tidak Ada
Tidak Sopan

Kode etik

Etik Internal
Profesi
(Self Imposed)

Tata Tertib
Memelihara
perilaku profes. PR

Teguran Lisan/Tertulis
Skorsing
Pemecatan
Teguran Lisan/Tertulis
Skorsing/Pemecatan
Pembubaran/Larang

Etika

4.

Disiplin

Pengaturan
Umum

Ketertiban individual
& Org.

5.

Hukum

Hukum Publik

Menjaga Ketertiban Hukum Perdata

Keadilan Umum
Hukum Pidana

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Closing

Trust & Support from Public

Success of PR Business
Before we can convince anyone that youre good, you
have to be good

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Course : Public Relations Ethics (1506PRE15)

elearning.lspr.edu
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