Course : Public Relations Ethics (1504PRE07)

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

LSPR eLearning Program

Session Topic : The TRUTH as Ethical

Imperative
Course: Public Relations Ethics
By Bambang Sumaryanto MBA M.Si

Content

Part 1

Truth & Accuracy

Part 2

Professional Standard

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Part1: Truth & Accuracy

Truth & Accuracy: Objectives

Objectives
1. To provide understanding about the,
TRUTH and
ACCURACY
...of the information
2. To describe challenges in doing ethical practices

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Truth & Accuracy: PRSA

PRSA Code of Professional Standard

Article 3
A member shall,
adhere to TRUTH and ACCURACY and
to generally accepted standard of good taste
Article 7
A member shall not intentionally false or misleading information
a. Is there an absolute truth?
Tell the truth...,
b. but NOT all the truth
c. when it happens to be convenient and dont be afraid to embellish it
along the way
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Truth & Accuracy: Values, Principles, Ethical Boundaries

No

1.

2.

3.

Code of
Ethics

About

Values

The relative importance of things that

matter in your life...
...are the last things you dont want to
sacrifice when youre forced to make
trade off

Principles

A set of standard used in your life,

derived from your values.
Principles are values translated into
action

Ethical
Boundaries

The limits placed on your action,

...based on your standards of ethical
behaviour

Bill George
Professor of Mgt.
practice at Harvard
Business School
(2004)

Source: Bill George (True North)

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Part2: Professional Standard

Professional Standard: Code

The Code of Professional Standard

Duties of Professional PR - PERHUMAS

Duty to...,
1. SELF
2. EMPLOYER (Client)
3. PROFESSION
4. SOCIETY & MASS MEDIA

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Professional Standard: Potential Ethical Issues

1. PUFFERY
Enlarging truth & remolding facts
2. QUOTES
Real & Invented
Depict quoted persons views

3. PLAGIARISM
PRSA Article 6:
credit for ideas &
words borrowed from others
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Professional Standard: Potential Ethical Issues (cont.)

4. DISINFORMATION
Purposeful use of information known to be basically untrue
5. CORRECTING ERRORS
Key considerations:
a. Timeliness,
b. Clarity,
c. Remedial Effect
6. DIFFERENT PUBLIC, DIFF OBLIGATIONS
Need to understand the interest of different stakeholders

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Course : Public Relations Ethics (1504PRE07)

elearning.lspr.edu
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