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Course : Public Relations Ethics (1502PRE02)

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

LSPR eLearning Program

Session Topic : Public Relations History, Various


Definitions and Scope
Course: Public Relations Ethics
By Bambang Sumaryanto M.Si

Content

Part 1

References

Part 2

Trend & Challenges

Part 3

Definitions of PR

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Part1: References

References: Primary

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


Public Relations Ethics, Harcourt Brace
College Publisher.
2. Wilcox, Dennis L.; Agee, Warren K.; Ault,
Phillip H.; & Cameron, Glen T. (2005)
Public Relations: Strategies and Tactics,
Study Edition, 7th Edition. Pearson
Education, Upper Saddle River, NJ.

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References: Additional

1. Parsons, Patricia J. (2006) Etika Public


Relations Panduan Praktik Terbaik.
Diterjemahkan oleh Yulia Indriati, Esensi
Jakarta
2. Jefkins, Frank (1992) Public Relations. Edisi
Keempat. Jakarta : Erlangga
3. Center, Allen H. & Jackson, Patrick (2002)
Public Relations Practices: Managerial Case
Studies and Problems. Prentice Hall
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Part2: Trends & Challenges

Trends & Challenges: Challenges

Global activity with excellent prospects for growth


Challenges
Define and practice PR professionally
Fosters,
greater understanding and
harmonious relationships
. among nations and organizations, in the public
interest
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4 Models of PR : 7 Characteristics

Model
No
.

Characteristic

1 Purpose
2

Org.
Contribution

One-Way
Press Agentry/
Publicity

Propaganda
Advocacy

Two-Way

Public
Information
Dissemination of
Information
Dissemination of
Information

1way; Complete
Nature of
1way; Truth is
3
truth is not
Communication
important
essential
4

Model of
Source > Rec
Communication

Source > Rec

Asymmetrical

Symmetrical

Scientific
Persuasion

Mutual
Understanding

Advocacy

Mediation

2way;
Imbalanced
effects

2way;
Balanced
effects
Group >
Group;
Feedback

Source > Rec.


Feedback

Source: Grunig & Hunt (1984)


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4 Models of PR : 7 Characteristics (lanjut)

Model
No
.

Characteristic

Nature of
Research

One-Way
Press Agentry/
Publicity

Little;Counting
house"

Two-Way

Public
Information
Little;
Readability,
readership

Asymmetrical

Symmetrical

Formative;
Attitudes

Formative;
Understanding

6 Leading Figures PT Barnum

Ivy Lee

Edward
Bernays

E. Bernays

7 Period

1900-1920

1920-1960

1960/70
until now

1850-1900

Source: Grunig & Hunt (1984)


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Part3: Definitions of PR

Definitions: PR

Common understanding
Most visible,
1. techniques &
2. tactics
Missing parts
Process involving,
1. many subtle &
2. far-reaching aspects

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Definitions: PR (lanjut)

6 Common essential elements of PR


1. Deliberate
2. Planned
3. Performance
4. Public interest
5. Two-way communication
6. Management function
R.A.C.E

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Definitions: PR (lanjut)

Q: What is Public Relations?


A: Your own definition !!!

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Next Topic

PUBLIC RELATIONS
Role &
Function
in Organization

Thank You

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Course : Public Relations Ethics (1502PRE02)

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