Course : Public Relations Ethics (1503PRE01)

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

LSPR eLearning Program

Session Topic : Ethics of Public Relations

Course: Public Relations Ethics

By Bambang Sumaryanto M.Si

Content

Part 1

References

Part 2

Objectives

Part 3

PR Ethics

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Part1: References

References: Primary

1. Seib, Philip and Fitzpatrick, Kathy (1995) Public Relations

Ethics, Harcourt Brace College Publisher.
2. Gower, Karla K. (2008) Legal and Ethical Considerations
for Public Relations, 2nd Edition, Waveland Press, Inc.
3. Fitzpatrick, Kathy and Bronstein, Carolyn (2006). Ethics in
Public Relations-Responsible Advocacy, SAGE Publications.

4. Wilcox, Dennis L.; Cameron, Glen T.; Ault, Phillip;& Agee,

Warren K. (2005) Public Relations: Strategies and Tactics,
7th Edition, .Pearson Education, Inc, Allen & Bacon

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Part2: Objectives

Objectives: 3 Objectives

1. Clear understanding on what required to become

Professional PR Practitioners
2. Understand that PR is an approach that ensures
consistency and maintain transparency
3. Know how to behave and fully aware that personal
integrity is part of PR Professionalism

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Objectives: Flow of PR Ethics

1. INTRODUCTION
Need of PR Ethics

2. PUBLIC RELATIONS
History, Roles & Scope

3. PROFESSIONALISM
How PR Should Work

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Objectives: Flow of PR Ethics (cont..)

4. UNDERSTANDING ETHICS
Ethical Approach & Reasoning

5. PUBLIC RELATIONS BUSINESS

Theory VS Practices

6. MEDIA RELATIONS
Build Ethical Relationship

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Objectives: Perception About PR Role Calvin & Hobbes

Although humorous, the cartoon makes the point that many people think of PR as spin.
Public relations professional Thomas J. Madden called his 1997 Spin Man and Larry Tye
named his 1998 biography of Edward L. Bernays The Father of Spin.
In todays world of pervasive media, spinning is likely to bring counter information &
undesired publicity.
Calvin & Hobbes 1990 Watterson, Bill.
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Objectives: PR

Public Relations
Defn:
Is planned persuasive COMMUNICATION design to
influence significant public
Helps our complex, pluralistic society to reach
decisions and function more effectively...
...by contributing to mutual understanding among
groups and institutions. It serves to bring private and
public policies into HARMONY (PRSA)

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Part3: PR Ethics

PR Ethics: 3 Reason

PR Ethics
Why do we need PR Ethics?
1. Truth
2. Accuracy
3. Honesty
US: Question about credibility

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PR Ethics: Law & Ethics

LAW
Social control to maintain
stability in the social, political &
economy system, while permitting
peaceful change
Reflects societys values, Norms
and Belief
Affected by Moral-legal sanction
ETHICS
The set of criteria by which decisions
are made about what is right and
what is wrong
Karla K. Gower
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Karla K. Gower
Associate professor in the
Advertising & Public Relations
Department of the College of
Communication and Information
Sciences at the University of
Alabama.
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PR Ethics: Successful & Purpose

Successful PR Business
(Earn) Trust & Support from public
Before we can convince anyone that were good....we
have to be good
Moral purpose of profession
Medicine
Health
Law
Justice
PR
(Social) Harmony
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PR Ethics: Opportunities & Challenges

Opportunities and Challenges

1. Global activity with excellent prospects for growth
2. Challenges
Define and practice PR Professionally
Foster greater understanding and harmonies
relationships among...
...nations & organizations in the public interest.

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Course : Public Relations Ethics (1503PRE01)

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