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Lecturer(s)
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Řehoř Petr, doc. Ing. Ph.D.
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Course content
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Lectures: 1. Development and importance of PR 2. Public, public opinion, influence on the public. 3. Role and function of PR in a company. PR as a tool of management. Reputation management. 4. Tools of PR. 5. Media from the PR point of view of, typology of media. 6. Communication with press. Press news, press conferences. 7. Publication - company magazines, annuals, customer brochures etc. 8. Events. 9. News and Community involvement activities. 10. Corporate Identity. 11. Lobbing activities and active social responsibility. 12. Crisis communication, crisis identification questions. Crisis as an opportunity, crisis manual and its contents. 13. Global and local media relations. Integrated marketing PR. 14. Ethic in Public Relations. Seminars: 1-14 Assignment, processing and presentation of PR case studies
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Individual preparation for exam
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Learning outcomes
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The subject Public Relations gains information from the Marketing and Sociology subjects which it further an enriches by the topics of Public Relations (PR), which is usually just a part of basic marketing mix. In this course the students will learn about the evolution of this quite young discipline and draws attention to the basic terminology background. The subject is focused on various parts and PR techniques, explaining known conceptions PR and deals with possibilities of working with public opinion. The aim of this subject is to explain the problems which PR is dealing with at the moment and describe various views to PR. One of other aims is to show different fields and methods of PR, emphasize the advantages and disadvantages when using these methods and topical researches and new trends in this field and explain their influence on public opinion. Special attention is paid to the tools of evaluating efficiency of PR, management of crisis communication and ethical questions related to PR.
Students will be able to use the basic tools of PR.
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Prerequisites
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none
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Assessment methods and criteria
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Oral examination, Test, Seminar work
Presentation of case studies during seminars, which contain chosen tools of PR.
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Recommended literature
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Clarke L. Caywood. The Handbook of Strategic Public Relations and Integrated Communications. McGraw-Hill, 1997. ISBN B0026ZOTYA.
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Doorly J, H. F. Garcia. Reputation Management: The Key to Successful Public Relations and Corporate Communication. Routledge, 2012. ISBN B0071WJFDS.
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