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Course : Public Relations Ethics (1505PRE10)

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

LSPR eLearning Program

Session Topic : Relationship with Media

Course: Public Relations Ethics

By Bambang Sumaryanto MBA M.Si

Content

Part 1

Relationship with Media

Part 2

Basic Knowledge

Part 3

Key Values

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Part1: Relationship with Media

Relationship with Media: Objectives & Communication

Objectives of the Session

1. Understand how Media works


2. PR Practices Common Mistakes
3. Build Effective & Media Relations to get favorable coverage
Communication
1. Effective Communication
Able to influence & determine company reputation
2. No Communication
Leave it to outsiders to set the tone of companys media coverage

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Part2: Basic Knowledge

Basic Knowledge: News Media

Working with News Media Basic Knowledge

1. Understanding each others roles


Information - the bridge of PR-Journalist
2. Cultivating Journalists
Will acceptance of the favor create bias?
Might the public believe that such bias has been created?
3. Junket Journalism
a. Providing complementary rates to the media without expecting news
b. Its permissible to offer complimentary or discount rates to
the media if the rate is for business use and
is made available to all writers (PRSA Code of Conduct)
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Basic Knowledges: News Media (cont.)

4. Working Relationship
The smart PR research the situation &
know what will sell as a news

Philip Seib
Professor of
Journalism &
Public Diplomacy
Professor of
International
Relations.

5. The Screening Process


Journalist are the gatekeepers
while PR must knock the gate
Source: Seib, Philip M. & Fitzpatrick,
Kathy (1994) Public Relations Ethics.
Wadsworth Publishing Co. Inc.

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Kathy Fitzpatrick
Associate
professor of
communication at
DePaul Univ. in
Chicago

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Part3: Key Values

Key Values: 3 Values

Working with Media Key Values


1. Truth
2. Accuracy
3. Honesty

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Key Values: Common Mistakes

Common Mistakes in Dealing with Media


Do not,
1. understand how PR really works
2. know what reporters really want
3. know that The Alpha Dog Story leads the pack
4.
5.
6.
7.
8.
9.
10.

Treating all stories equal


Ignore their pain threshold
Forget the beggars are never happy
Thinking reporters are their friends
Big publications equals to the small ones
Phony is baloney
Pitching something they dont know themselves

Source: Stewart, Sally (2003) Media Training 101: A


guide to Meeting the Press. Wiley.
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Sally Stewart
An entrepreneur &
professional actress of
screen & stage.

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Course : Public Relations Ethics (1505PRE10)

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