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Republic of the PhilippinesRepublic of the Philippines
EULOGIO “AMANG” RODRIGUEZEULOGIO “AMANG” RODRIGUEZ
INSTITUTE OF SCIENCE AND TECHNOLOGYINSTITUTE OF SCIENCE AND TECHNOLOGY
Nagtahan, Sampaloc, ManilaNagtahan, Sampaloc, Manila
GRADUATE PROGRAMGRADUATE PROGRAM
MASTER IN PUBLIC ADMINISTRATIONMASTER IN PUBLIC ADMINISTRATION
TOPIC: E. EthicsTOPIC: E. Ethics
F. ResearchF. Research
PUBLIC ADMINISTRATION AND PUBLICPUBLIC ADMINISTRATION AND PUBLIC
RELATIONSRELATIONS
Presented by:
LOUIE A. MEDINACELI
DR. LOURDES BANDOY
Professor

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What exactly areWhat exactly are
ethics?ethics?
Great thinkers have struggled for years toGreat thinkers have struggled for years to
answer this question. Here is one definition:answer this question. Here is one definition:
““Ethics are standards of conduct thatEthics are standards of conduct that
indicate how one should behave based onindicate how one should behave based on
moral duties and virtues.”moral duties and virtues.”

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Another definition of ethicsAnother definition of ethics
 ““Ethics refers to the values that guide aEthics refers to the values that guide a
person, organization, or society — theperson, organization, or society — the
difference between right and wrong,difference between right and wrong,
fairness and unfairness, honesty andfairness and unfairness, honesty and
dishonesty.”dishonesty.”
 An individual’s or organization’s ethicsAn individual’s or organization’s ethics
come down to the standards we follow income down to the standards we follow in
our relationships with others.our relationships with others.

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Two classical approaches to ethicsTwo classical approaches to ethics
 UtilitarianismUtilitarianism: considering the greater: considering the greater
good rather than individual desires.good rather than individual desires.
 The Golden Mean of Moral VirtueThe Golden Mean of Moral Virtue ::
seeking the middle-ground between twoseeking the middle-ground between two
extreme points of view.extreme points of view.
 Judeo-Christian EthicJudeo-Christian Ethic : loving your: loving your
neighbor as you would love yourself.neighbor as you would love yourself.

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Ethics in business: anEthics in business: an
oxymoron?oxymoron?
 In the wake of corporate meltdowns,In the wake of corporate meltdowns,
scandals and CEO resignations,scandals and CEO resignations,
confidence in business has plummeted.confidence in business has plummeted.
 American business is under heavierAmerican business is under heavier
scrutiny than ever before.scrutiny than ever before.
 To reverse negative public opinion, manyTo reverse negative public opinion, many
companies have attempted to becomecompanies have attempted to become
more transparent in their activities.more transparent in their activities.

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Corporate codes of conductCorporate codes of conduct
 These are formalThese are formal
statements of the valuesstatements of the values
and business practices ofand business practices of
a corporation.a corporation.
 They have beenThey have been
developed to:developed to:
 Increase public confidenceIncrease public confidence
 Stem the tide of regulationStem the tide of regulation
 Improve internal operationsImprove internal operations
 Respond to transgressionsRespond to transgressions

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Corporate social responsibilityCorporate social responsibility
 All social institutionsAll social institutions
are responsible forare responsible for
the behaviorthe behavior
of their members.of their members.
 Members can be heldMembers can be held
accountable foraccountable for
misdeeds.misdeeds.

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Ethics in public relationsEthics in public relations
 Ethics should be the great differentiatorEthics should be the great differentiator
between public relations and otherbetween public relations and other
professions.professions.
 Public relations practitioners must emulatePublic relations practitioners must emulate
the highest standards of personal andthe highest standards of personal and
professional ethics.professional ethics.
 Public relations practitioners must alwaysPublic relations practitioners must always
counsel their organizations and clients in ancounsel their organizations and clients in an
ethical direction.ethical direction.

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The Four Step Process:The Four Step Process:
Research, Planning,Research, Planning,
Implementation,Implementation,
EvaluationEvaluation

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The Four Step Process

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ResearchResearch
 Create a Problem Statement to ascertainCreate a Problem Statement to ascertain
"What is happening now"?"What is happening now"?
 A problem statement consists of aA problem statement consists of a
description of the problem encapsulated indescription of the problem encapsulated in
a brief paragraph.a brief paragraph.
 Written in present tenseWritten in present tense
 Describe the situation in specific andDescribe the situation in specific and
measurable terms.measurable terms.

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Breakdown of 6 W's and 1 HBreakdown of 6 W's and 1 H
 What is happening now?What is happening now?
 What is the source of concern?What is the source of concern?
 Where is this problem?Where is this problem?
 When is it a source of concern?When is it a source of concern?
 Who does it involve or affect?Who does it involve or affect?
 How are they involved or affected?How are they involved or affected?
 Why does it concern the organizations and itsWhy does it concern the organizations and its
publics?publics?

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Research Terms:Research Terms:
 PrimaryPrimary
 Persons who are involved in some way with what is beingPersons who are involved in some way with what is being
studiedstudied
 SecondarySecondary
 Sources include books, articles and journalsSources include books, articles and journals
 FormalFormal
 Qualitative and quantitative (Qualitative includes historicalQualitative and quantitative (Qualitative includes historical
and legal research-informative but not measurable)and legal research-informative but not measurable)
whereas,whereas,
quantitative includes experimental research done in a lab,quantitative includes experimental research done in a lab,
or surveyor survey
research done in the field. It produces measurable results.research done in the field. It produces measurable results.
 InformalInformal
 Scientific MethodScientific Method
 (Formulating a Hypothesis, Testing and Revising)(Formulating a Hypothesis, Testing and Revising)
Need to have an understanding of the pros and cons of eachNeed to have an understanding of the pros and cons of each

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Planning: 10 Step ProcessPlanning: 10 Step Process
 The process starts after you know what you wantThe process starts after you know what you want
to accomplish and the expected outcometo accomplish and the expected outcome
• Overall Goals• Overall Goals
• Target Audiences and Publics• Target Audiences and Publics
• Objectives For Those Audiences• Objectives For Those Audiences
• Strategies• Strategies
• Tactics• Tactics
• Activities• Activities
• Evaluation• Evaluation
• Materials• Materials
• Budget Items• Budget Items
• Timetable and Task List• Timetable and Task List

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Definition of Goals, Objectives,Definition of Goals, Objectives,
Strategies and TacticsStrategies and Tactics
 GoalGoal
 A desired outcome of a plan of actionA desired outcome of a plan of action
 ObjectivesObjectives
 Milestones that measure progress towardMilestones that measure progress toward
achievement of a goal –need a percentage, orachievement of a goal –need a percentage, or
some other measurable outcome, behavioralsome other measurable outcome, behavioral
outcome, a public, and a timeframeoutcome, a public, and a timeframe
 StrategyStrategy
 Well designed plan to affect outcome and notWell designed plan to affect outcome and not
showingshowing
specific actions to achieve objectivesspecific actions to achieve objectives
 TacticsTactics
 Specific activities undertaken to implementSpecific activities undertaken to implement
strategiesstrategies

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Surveys and Polls:Surveys and Polls:
 You don't have to spend a fortune or goYou don't have to spend a fortune or go
broke when designing and carrying outbroke when designing and carrying out
public relations research andpublic relations research and
measurement projects. To save money,measurement projects. To save money,
consider piggyback studies, secondaryconsider piggyback studies, secondary
analysis, quick-tab polls, internet surveys,analysis, quick-tab polls, internet surveys,
or intercept interviews. Mail, fax and e-or intercept interviews. Mail, fax and e-
mail studies are good for some purposes.mail studies are good for some purposes.
Or, do your own field research.Or, do your own field research.
-Walter K. Lindenmann, Ph.D.-Walter K. Lindenmann, Ph.D.

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Informal methods:Informal methods:
 Focus groupsFocus groups
 Interviews with editors and key opinionInterviews with editors and key opinion
leadersleaders
 Phone or e-mail surveysPhone or e-mail surveys
 Internet surveysInternet surveys
 Representative samples may entail contractingRepresentative samples may entail contracting
an outside firm in order to get reliable judgmentsan outside firm in order to get reliable judgments
and results.and results.

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Determining Sample Size:Determining Sample Size:
 Bigger is better and consulting with personsBigger is better and consulting with persons
who conduct research on awho conduct research on a
regular basis is advised.regular basis is advised.
 Survey Construction:Survey Construction:
 Work closely with a survey firmWork closely with a survey firm
 Attempt triangulationAttempt triangulation
 Use several methods that concentrate on answeringUse several methods that concentrate on answering
the same questionsthe same questions
 Avoid seeking information unless it is relevant to theAvoid seeking information unless it is relevant to the
studystudy
 Pre-test surveys before launchingPre-test surveys before launching