PR Ethics and Profesional What is Ethics Ethics

PR Ethics and Profesional

What is Ethics? • Ethics is the branch of study dealing with what is the proper of an action • It answers “what do i do? ”. • Study of right and rong in human activity • Fundamentar level, and it is the method by wich we categorized our values and pursue them

What is Ethics? • Ethics is concerned with how we should live our live. Focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible…. (Pritchard in Wilcox P. 182) • The prnciple behind professional ethics is that one’s actions are designed to create the gratest good for both the client and community as a whole rather than to enhance the position and power of the practicioner. (Cutlip et al, P 144 -145)

Why Ethics is important in PR? “The practice of PR is all about earning credibility. Credibility, in turn begins with telling the truth. PR, must be based on DOING THE RIGHT THING, in other words, must acting ETHICALLY” (Seitel 2007, P 108)

Steven R Van Hook Phd • PR as something less than respectable • Clever stretegis to convience that whats wrong is right • Many people see that PR professionals as “manipulators” of the public mind, rather than conveyors of thruth

Ethical issues in PR • Information Gap from external or internal public • Biased approach and loyalty • Distorting the reality • Propaganda to create subjective image • Pseaudo Event

Problem Ethical Issues Operasional Organization Codusive § Integrity § Competence § Transparancy & avoiding conflict of interest § Convidentiality (CIPR) § Komitmen Pribadi § Perilaku terhadap klien/atasan § Perilaku terhadap masyarakat dan media massa § Perilaku terhadap Sejawat (PERHUMAS)

Jujur Berwawasan luas Mampu bekerjasama Toleransi Peka Kondisi Menjalin Relasi Tidak saling menjatuhkan Berpendirian PRO Profesional

Implication § Negative relationship with future client § Negative relationship with stakeholder § Bad personal image § Negative organizational image § Trust and loyality undermined § Once lost, credibility and reputation hard to get back

Seorang PRO harus menyadari Bahwa pekerjaannya sangat Penting dan mulia, Karena bermanfaat untuk Orang banyak/masyarakat Prinsip dan standar Moral