Course : Public Relations Ethics (1505PRE11)

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

LSPR eLearning Program

Session Topic : PR Challenges in Politics &

Government
Course: Public Relations Ethics
By Bambang Sumaryanto MBA M.Si

Content

Part 1

Election Campaign

Part 2

PR in Politics & Government

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Part1: Election Campaign

Election Campaign: Perspective

PR in Politics & Government

1.
2.
3.
4.
5.

Election Campaign
Lobbying
Representing The Government
Self Policing in Political PR
Litigation PR

Election Campaign
a. Academic perspective
Direct the public discourse of important issues
Set the agenda in that discussion
Present the candidate as the best possible choice for the public
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Election Campaign: Perspective (cont.)

b. Campaign consultants perspective

Decide what you,
want the voter to feel OR how you want him to
react
must do to make him react the way you want
Do it
First Political PR @US: Whitaker & Baxter
(1930s)
Political PR: Engineering of Consent Theory
(Edward Bernays)
PRSA Code - Article 6
A member shall not engage in any practice which
has the purpose of
corrupting the integrity of channel
communications or processes of government
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Leone Baxter
The first founder
public relations
agency for political
campaign mgt.
Leone Baxter
The first founder
public relations
agency for
political
campaign mgt.
Edward Bernays
Austrian-American
pioneer in the field
of PR &
propaganda
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Election Campaign: Ethical Challenges

Ethical Challenges

1. PR concern more on winning than democratic responsibility

2. Divorce political behavior from what it produces
3. Thwart the negative aspects of information to build positive
images
4. Create media events only for building the images without
action to address the cause
5. Black campaign with no strong evidences and unclear
sources in order to create rumors

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Part2: PR in Politics & Government

PR: Politics & Government

PR in Politics & Government

1. Election Campaign
Academic VS Consultant perspectives
2. Lobbying
Most controversial PR activities
Persia Gulf - Kuwait Free Campaign - pg 91
Health Law - 2009 (Tobacco Industry)
Made In Indonesia (MII) Advertising
Australias PM case

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PR: Politics & Government (cont.)

3. Representing The Government

Distrust to government institution
Conflicts among stakeholders
Century Gate, Tax Gate, UN Issue
4. Self Policing in Political PR
5. Litigation PR
PTUN, Policy/Law Challenges
Business/Commercial Legal Disputes
Anti-Trust Law (Airline, Hypermart/Minimart case)

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Course : Public Relations Ethics (1505PRE11)

elearning.lspr.edu
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