Sebuah diskursus: pemikiran etika public relations

Sebuah diskursus: pemikiran etika public relations dipresentasikan untuk mata kuliah public relations

1. ETIKA PUBLIC RELATIONS
SEBUAH DISKURSUS
ADE PUTRANTO PRASETYO WIJIHARTO TUNGGALI

2. ETIKA PUBLIC RELATIONS
Beberapa Landasan Dasar
1.MEETING SOCIETAL DEMANDS
Global activism and the growing number
special interest group place PR
practitioners in the role of community
builders responsible for helping to link
socially, politically, geographically,
culturally diverse, and often competing
interests.

3. 2.FOCUSING ON SOCIAL RESPONSIBILITY
During the industrial revolutions business
was corcerned with profit making and had little
interference from the government.
Konsep ttg social responsibility dimulai sejak th
1960-an merespon perubahan nilai-nilai
sosial (Buchholz, 1982; Chrisman & Carroll,
1984)
Perubahan nilai ttg tanggung jawab hukum,
harapan masyarakat tentang akuntabilitas
lembaga bisnis spt: equal employment
opportunities, the environment, and product
safety.

4. Social Responsibility/ Tanggung jawab
sosialthe development of processto
evaluate stakeholderand environmenttal
demandsand the implementationof
programs to manage social issues(Thomas
& Simerly: 1994).
Corporate social responsibility has been
assosiated with ethical codes, corporate
philantrophy, community relations programs,
and law-abiding actions (Wood: 1991)

5. 3.UNDERSTANDING THE IMPORTANCE OF
STAKEHOLDERS
An organization’s stekeholders are those who use its
products and services, earn its wages, and share its
environment (Heath, 1988) both individuals and
groups.
Marked and public policies appear to be based on
dominant issue motivators such as security, equality,
aesthetics, and fairness.
Some of security issues are worker safety,
environmenttal safety of surrounding communities,
product use safety for the customer, investment safety
for the investor, and interindustry safety so that
manufacturers buy safe goods for the production of
their own products

6. PRAKTIK
SOCIAL RESPONSIBILITY
Managing Issues
Enlisting the support of leadership
Engaging in philantropic activities
Reporting commitment to social
responsibility
Strengthening the role of Public Relations

7. Situasi etik cenderung berbeda antara
kedua pendekatan tersebut.
Newson, Ramsey & Carroll (1993), dalam
survey terhadap mahasiswa, pengajar,
dan praktisi PR responsibility rangking:
1.The Client
2.The Client’s relevant publics
3.The self
4.The society
5.The media

8. Issues relating to human rights, forced
labor, the environtment, and the safe
working conditions will remain high on the
agenda of corporations as communities
press for socially responsible corporate
policies.
Penghindaran terhadap public hostility.
PRO should constantly strive for corporate
policies and actions that are responsive to
societal needs (Ryan, 1986)

9. KONTRIBUSI ETIKA PR
Three value systems:
1.Technical valueshaving to do with pride in
one’s work and efficient use of PR
techniques
2.Partisan valuestied to loyalties such as
commitment, trust, and obedience
3.Mutual valuesthe considered the rights
and well-being of others.
Multual values dialogic principles; dalam
istilah Grunig & Hunts (1984) two-way
symmetric model.

10. ETIKA PUBLIC RELATIONS
Klasifikasi sistem etika:
1.Deontological/etika profesi selalu
berhubungan dengan persoalan benar dan
salah. Contoh: tidak memberikan informasi
yang salah terhadap stakeholder.
2.Teleologicalmenekankan pada hasil akhir
dari sebuah tindakan, bukan pada tindakan itu
sendiri. Keputusan atas sebuah tindakan
didasarkan pada kebaikan yang lebih besar
untuk bagian terbesar dari masyarakat /
stakeholder.

11. Aliran-aliran pemikiran dalam
ETIKA PR
1.COORIENTATION
Model ini menggunakan alasan teleologis–
praktisi PR harus bekerja keras untuk
mencapai penyatuan pandangan antara
organisasi dengan publiknya.
Much of the literature has emphasized the
media relations function and defined
journalists as the key public.

12. Aliran-aliran pemikiran dalam
ETIKA PR
3.Profesionalisme deontology
Determine the scope of acceptable
principles through codes, accreditations,
and licencing.
Codyfied ethics used to define daily
decision making standards and reflect
practitioner responsibility to the public.

13. Aliran-aliran pemikiran dalam
ETIKA PR
4.Game theory Alasan teleologis
Proposes that the social interactions can be
analyzed using mathematics to determine
beneficial actions.
Weighs the consequences of possible actions
by all actors by assigning numerical values to
each.
Use simple cost-benefit analysisto make
decisions about everyday things such as
consumer purchases.

14. Aliran-aliran pemikiran dalam
ETIKA PR
2.Advocacy pendekatan teleologis.
Berasal dari teori pers tanggung jawab
sosial
Empat teori pers
1. otoritarian
2. libertarian
3. komunis
4. tanggung jawab sosial

15. Aliran-aliran pemikiran dalam
ETIKA PR
5.Corporate Responsibility
Pendekatan Teleologis
A corporation recognizes that doing good
results in doing well, and being seen as a
responsible corporate citizen benefits the
bottom line.

16. Teori-Teori lain dlm etika PR
Structural/Functional Approach
Accomodation/Discursive Approach