Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
RESEARCH
Pertemuan 5
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving end consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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ETHICS AND PROFESSIONALISM
• What is Ethics?
Ethics refers to the value system by which a person
determines what is right or wrong, fair or unfair, just
or unjust. It is expressed through moral behavior in
specific situations. An individual’s conduct is
measured not only against his or her conscience but
also against some norm of acceptability that has
been societally, professionally, organizationally
determined.
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ETHICS AND PROFESSIONALISM(1)
• CODE OF ETHICS
Most professional organizations and many businesses have
codes of ethics. These documents, also called codes of
professional conduct, are supposed to set acceptable norms
of behavior for working professionals and employees. The PR
Society of America (PRSA) and the International Association
of Business Communicators (IABC) both have such codes for
their members, to be discussed in the following pages. The
PRSA code is emphasized because of its age ant its
comprehensive approach, unique among communications
organizations.
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MEMBER CODE OF ETHICS
We believe our professional values are vital to the integrity of the
profession as a whole:
•
Advocacy—we serve the public interest: voice, ideas etc.
•
Honesty—we adhere to highest standard of accuracy & truth.
•
Expertise—we acquire and responsibly use specialized knowledge
and experience.
•
Independence—we provide objective counsel to those we represent.
•
Loyalty—we are faithful to those we represent, while honoring our
obligation to serve the public interest.
•
Fairness—we deal fairly with clients, employers, competitors, peers,
vendors, the media, and the general public. We respect all opinions
and support the right of free expression.
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IMPROPER CONDUCT
Improper Conduct are contained in six provisions:
1. Free Flow of Information—core principle, intent, guidelines.
2. Competition—core principle, intent, guidelines.
3. Disclosure
guidelines.
of
4. Safeguarding
guidelines.
Information—core
confidences—core
principle,
intent,
principle,
intent,
5. Conflict of Interest—core principle, intent, guidelines.
6. Enhancing
guidelines.
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the
profession—core
principle,
intent,
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PROFESSIONALISM
• Among PR practitioners there are considerable
differences of opinion about whether PR is a craft, a
skill, or developing profession. Certainly, at its present
level, PR doesn’t qualify as a profession in the same
sense that medicine and law do. PR doesn’t have
prescribed standards of educational preparation, a
mandatory period of apprenticeship, or state laws that
govern admission.
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• John F. Budd wrote in PR Quarterly: “we act as
publicists, yet we talk of counseling. We perform as
technologists in communication but we aspire to be
decision-makers dealing in policy.”
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PROFESSIONALISM (1)
• A PR practitioner should have:
– A sense of independence
– A sense of responsibility to society and the public
interest
– Manifest concern for the competence and honor of
the profession as a whole
– A higher loyalty to the standards of the profession
and fellow professionals than to the employer of the
moment.
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LICENSING
Several arguments for mandatory licensing with legal
sanctions exist:
• It would define the practice of Public Relations
• It would establish uniform educational curricula
• It would set uniform ethical and professional standards
• It would provide for decertification of violators of
ethical standards
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• It would protect the consumer of PR services from
impostors and charlatants.
• It would protect qualified practitioners from unfair
competition from the unethical and unqualified.
• It would raise the credibility of Public Relations
practitioners.
• Because Licensing would not control anyone’s right
to deal with the media,
government or public or
to speak out in any way.
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ETHICS IN INDIVIDUAL PRACTICE
The panelists formulated
commendable practices:
the
following
list
of
• Be honest at all times.
• Convey a sense of business ethics based on your
own standards and those of society.
• Respect the integrity and position of your opponents
and audiences
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• Develop trust by emphasizing substance over
triviality.
• Present all sides of an issue.
• Strive for a balance between loyalty to the
organization and duty to the public.
• Don’t sacrifice long-term objectives for short-term
gains.
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