Course : Public Relations Ethics (1502PRE03)

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

LSPR eLearning Program

Session Topic : Public Relations (PR) Role &

Function
Course: Public Relations Ethics
By Bambang Sumaryanto M.Si

Content

Part 1

PR Basic Components

Part 2

Other Terms of PR

Part 3

PR Department, Trend & Firms

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Part1: PR Basic Components

PR: Definition

Q:What is Public Relations ?

A: Is planned persuasive COMMUNICATION design to
influence significant public
Helps our complex,
pluralistic society to reach decisions and
function more effectively by contributing to mutual
understanding
among groups and institutions.
It serves to bring private and public policies into
HARMONY (PRSA)
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PR: Components

15 PR Basic Components
1.
2.
3.
4.
5.
6.
7.
8.

Counseling
Research
Media Relations
Publicity
Employee Relations
Community Relations
Public Affairs
Government Affairs

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9.
10.
11.
12.
13.
14.
15.

Issues Management
Investor Relations
Industry Relations
Development/Fund-raising
Special Events
Marketing communications
Multicultural relations

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Part2: Other Terms of PR

Terms: PR

Other Terms of PR
1.
2.
3.
4.
5.
6.

Corporate Communications (165)

Public Relations (64)
Public Affairs
Communications
Corporate Relations
Corporate Public Affairs

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Terms: How

How PR Differs from

Journalism
Advertising
Marketing

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Terms: Role

PRs Role
Changing Focus in PR
The Range of PR Works
Depends on:
1. Type of Organization
2. Perception of Top Management
3. Capabilities of PR Executives

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Part3: PR Department, Trend & Firms

PR: Department

Department of PR

Name of Department
1. 200 of 500: Corp Communications
2. 46 of 500: Public Relations
Organization
Titles: Manager, Director, VP
Under other Department
Line & Staff
1. Line vs Staff structure
2. Level of Influence
Exxon Alaska Crisis vs J&J Tylenol Crisis
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PR: Department (lanjut)

Krisis PT. Exxon

Tahun: Maret 1989.
Kapal tanker Exxon Valdez mengalami kebocoran dan tenggelam di Laut Alaska.
Lambannya respons dari Exxon membuat perusahaan menurun reputasinya.
Kasus Tylenol
Tahun: 1982.
Tylenol, obat penahan sakit terlaris di Amerika Serikat milik Johnson & Johnson.
Muncul isu keracunan, obat mengandung bahan kimia cyanide

Source: Wikipedia (1989)

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Source: Wikipedia (1982)

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PR: Function

PR Function/Department

Sources of Friction
1. Legal
What to release/disclose
2. HR
Controlling information flow, e.g. lay-off issue
3. Advertising
Budget on communication vs impact to top line
4. Marketing
Unclear definition of publics
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PR: Trend

PR Trend

Outsourcing
Facts: (page 110)
TH & Co (2000) : 41% for PR Firms
PR Weeks (2001): 43.3% for External PR Services
Outsourced Activities
1. Writing & Communication
2. Media Relations
3. Publicity
4. Strategy & Planning
5. Event Planning
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PR: Firms

PR Firms
1.
2.
3.
4.
5.
6.
7.

Services
Global Reach
PR & Advertising Merge
Structure
Pro & Cons (page 119)
Fees & Charges
Career choices (page 121)

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Course : Public Relations Ethics (1502PRE03)

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