Master of Arts in Communication : Corporate Communication Studies

elearning.lspr.edu

Course : Public Relations Ethics (1505PRE10)

Session Topic : Relationship with Media

Course: Public Relations Ethics

By Bambang Sumaryanto MBA M.Si

LSPR eLearning Program

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• Part 1 Relationship with Media

• Part 2 Basic Knowledge

• Part 3 Key Values

Content

Part1: Relationship with Media

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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 company’s media coverage

Part2: Basic Knowledge

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Basic Knowledge: News Media

Working with News Media Basic Knowledge

1. Understanding each other’s 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. It’s 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

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.

Philip Seib

• Professor of

Journalism &

Public Diplomacy

• Professor of

International

Relations.

Kathy Fitzpatrick

Associate

professor of

communication at

DePaul Univ. in

Chicago

Part3: Key Values

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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. Treating all stories equal

5. Ignore their pain threshold

6. Forget the beggars are never happy

7. Thinking reporters are their friends

8. Big publications equals to the small ones

9. Phony is baloney

10. Pitching something they don’t know themselves

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

guide to Meeting the Press. Wiley.

Sally Stewart

An entrepreneur &

professional actress of

screen & stage.

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Course : Public Relations Ethics (1505PRE10)