A ETHICAL DILEMMAS OF PUBLIC RELATIONS PRACTITIONERS IN MANAGING PUBLIC INFORMATION AT DIPONEGORO UNIVERSITY

Public information management in higher education institutions requires Public Relations (PR) practitioners to perform their communication functions professionally, transparently, accurately, and responsibly. In practice, PR practitioners often face ethical dilemmas when balancing the public’s right to access information with the institution’s interests in maintaining its reputation, protecting confidential data, and safeguarding organizational interests. This study aims to analyze the forms of ethical dilemmas faced by Public Relations practitioners in managing public information at Diponegoro University and to identify strategies for addressing these dilemmas. This study employs a descriptive qualitative approach using literature review and analysis of public information management practices in higher education institutions. Data were analyzed through data reduction, data presentation, and conclusion drawing. The results indicate that ethical dilemmas may arise in determining which information should be disclosed, balancing transparency with information protection, ensuring the accuracy of information, and responding to pressures to maintain a positive institutional image. To address these challenges, PR practitioners need to apply the principles of transparency, accuracy, accountability, public interest, and professionalism as the basis for communication decision-making. Ethical public information management not only supports the public’s right to information but also contributes to strengthening public trust and the credibility of Diponegoro University as a higher education institution. Pengelolaan informasi publik di perguruan tinggi menuntut praktisi Public Relations (PR) menjalankan fungsi komunikasi secara profesional, transparan, akurat, dan bertanggung jawab. Dilema etika dapat muncul ketika praktisi harus menyeimbangkan hak publik atas informasi dengan kepentingan institusi dalam menjaga reputasi, kerahasiaan data, dan kepentingan organisasi. Penelitian ini bertujuan memetakan dilema etika potensial dalam pengelolaan informasi publik di Universitas Diponegoro, mengidentifikasi nilai, prinsip, dan loyalitas yang dipertaruhkan, serta merumuskan strategi pengelolaannya. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui kajian konseptual-analitis dengan desain studi pustaka dan analisis dokumen, tanpa pengumpulan data empiris dari praktisi PR Universitas Diponegoro. Dokumen yang dianalisis meliputi regulasi keterbukaan informasi publik, kode etik kehumasan, serta literatur tentang etika PR, komunikasi krisis, dan komunikasi digital, yang ditelaah menggunakan empat tahap model Potter Box. Hasil analisis mengidentifikasi empat dilema potensial, yaitu transparansi versus perlindungan reputasi, loyalitas organisasi versus tanggung jawab publik, pengelolaan isu sensitif dan krisis, serta kecepatan digital versus akurasi. Dilema tersebut bersifat struktural karena berkaitan dengan hierarki institusi dan kewajiban hukum badan publik. Strategi pengelolaan mencakup pedoman etis, tata kelola komunikasi institusi, kapasitas dan otonomi profesional praktisi, serta komunikasi dua arah dengan publik. Temuan ini perlu diuji melalui penelitian empiris terhadap praktisi PR perguruan tinggi.