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Course : Public Relations Ethics (1505PRE14)

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

LSPR eLearning Program

Session Topic : Keys to Success-About Choices,


Values and Beliefs
Course: Public Relations Ethics
By Bambang Sumaryanto, M.Si

Content

Part 1

Overview

Part 2

5 Masters

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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

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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?
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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?
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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

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PR Practitioners: How to Become Successful

Principles of PR Management (Arthur W. Page)

1.
2.
3.
4.
5.

Tell The TRUTH


Prove it with ACTION
LISTEN to the Customers
Manage for TOMORROW
Conduct PR as if the whole
company depends on it
6. Remain CALM, Patient and
Good-humored
Arthur W. Page
Vice president & Director
AT&T (1927-1947)
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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
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PR Practitioners: How to Become Successful (cont.)

Basic Personal Attributes

1.
2.
3.
4.
5.

Ability with words, written or spoken


ANALYTICAL SKILLS: identify & define issues
CREATIVE ABILITY: to develop fresh & effective solutions
An instinct for persuasion
Compelling & polished presentation ability

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Course : Public Relations Ethics (1505PRE14)

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