UAS Etika Profesi - Studi Kasus Pelanggaran Kode Etik Public Relation

Summary

This transcript discusses a public relations case involving a former relationship manager at a bank in Indonesia who embezzled funds from clients. It highlights how the individual violated professional codes of ethics, including breach of trust, manipulation of signatures, and money laundering. The legal consequences faced by the perpetrator, along with the violation of various professional standards, are outlined. The script also offers recommendations for public relations practitioners, such as understanding ethical codes, responsibility, and trust maintenance, to prevent similar incidents in the future.

Takeaways

• 😀 Public Relations (PR) is a management function that evaluates public attitudes and identifies policies and procedures of an individual or company towards its public.
• 😀 A key aspect of PR is creating and executing communication strategies to foster public understanding and acceptance of an organization or individual.
• 😀 A Code of Ethics in PR provides guidelines for the behavior and attitudes of PR professionals, promoting ethical conduct and professionalism in the field.
• 😀 Despite the existence of a Code of Ethics, violations can still occur, as shown in the case of a PR professional involved in a major fraud scandal.
• 😀 The PR professional in question embezzled funds from clients by manipulating signatures and falsifying documents to transfer money to personal accounts.
• 😀 The scandal involved significant financial loss for clients, which led to widespread public outrage and distrust towards the bank.
• 😀 The individual involved in the fraud had worked for over 15 years in the bank and was trusted to handle high-net-worth clients, making the breach of trust even more significant.
• 😀 The fraudulent actions breached several ethical codes, including the Code of Profession, which emphasizes trust and transparency with clients.
• 😀 The perpetrator also violated the Code of Enterprise, engaging in illegal activities such as money laundering, fraud, and corruption, which led to severe legal consequences.
• 😀 One key violation was against personal commitment, as the PR professional's actions contributed to societal division and conflict, damaging the bank’s reputation.
• 😀 The case highlights the importance of accountability, the need for better oversight by employers, and the responsibility of PR professionals to uphold trust and ethical standards in their work.

Q & A

What is the role of Public Relations (PR) according to Renault Cassali's book?

According to Renault Cassali's book 'Manajemen Publik Relation, Konsep dan Aplikasinya di Indonesia,' Public Relations is a management function that evaluates public attitudes, identifies policies and procedures towards the public, and creates communication programs to gain public understanding and acceptance.

What is the significance of the Public Relations Code of Ethics?

The Public Relations Code of Ethics serves as a set of guidelines and rules agreed upon to define the behavior and attitudes expected of public relations professionals. It aims to regulate their actions to maintain trust and professionalism.

Can violations of the Public Relations Code of Ethics occur despite its existence?

Yes, despite the existence of the Code of Ethics, violations can still happen. An example of this is a case involving a bank employee who committed fraud despite being bound by the Code of Ethics.

What was the nature of the fraud case mentioned in the script?

The case involved a former relationship manager at a bank who, with the help of her family, committed fraud by manipulating client signatures and transferring large sums of money to her own companies. This crime caught public attention in 2011.

How was the fraud committed by the PR professional in the case?

The PR professional, who had been managing high-value clients for over 15 years, exploited her access by forging signatures and manipulating bank documents. She and her accomplices transferred money from clients' accounts into her own companies and laundered it through fake identities.

What were the legal consequences for the PR professional involved in the fraud?

The PR professional was sentenced to 8 years in prison and fined 10 billion IDR for her role in the fraudulent activities, which included money laundering and embezzlement.

Which ethical codes did the PR professional violate in this case?

The PR professional violated the 'Code of Profession' by failing to uphold trust with clients, the 'Code of Enterprise' through corruption and fraud, and personal commitments and moral behavior by damaging relationships and causing societal unrest.

How did the public react to the fraud case?

The public reacted angrily, with many people protesting outside the bank due to the betrayal of trust and the harm caused to the affected clients.

What key lessons can be learned from this PR fraud case?

Key lessons include the importance of understanding and adhering to professional codes of ethics, the need for oversight by management to prevent such violations, the responsibility that comes with the PR profession, and the critical need to maintain client trust.

What suggestions were made for preventing such incidents in the future?

Suggestions include ensuring PR professionals are thoroughly familiar with their ethical codes, improving monitoring of employees' actions by supervisors, emphasizing personal responsibility, and maintaining client trust to avoid incidents like fraud and unethical behavior.