BA_PR_1 Public Relations 1

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (lecturer)
Kristina Lenkova, Ph.D. (seminar tutor)
Guaranteed by
Ing. Vilém Kunz, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_PR_1/cMCPH: Wed 20:00–20:45 E305, K. Lenkova
BA_PR_1/pMCPH: Wed 18:15–19:00 E305, Wed 19:15–19:59 E305, K. Lenkova
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is designed to explore internationally recognized major theoretical concepts and applications of communication studies in the area of Public Relations. This course will address the basic theoretical milestone topics in the PR field and their relationship and impact on stakeholders in an organizational context. Coursework is designed to encourage students to give critical consideration to the place of theory within PR practice and to apply the theories on real case analysis. The course should contribute to students‘ practical skills in performing steps for initial communication campaings, successful co-operation with field practitioners and application of the acquaired knowledge in a real environment of professional activities.
Learning outcomes
Learning outcomes: By the end of the course students will be able: 1. To understand the essence of the PR field and be aware of its functions, strategies and particular techniques. 2. To understand how public relations theory and practice developed and what are the newest trends in the field. 3. To become aware of different types of stakeholders involved in private and public organizations that use public relations strategies. 4. To understand the basic PR tools and get ready to start using them in practice. 5. To understand the essence and the aim of the crisis communication and learn how to handle it successfully. 6. To understnad the role and the peculiarities of PR within the integrated Marketing strategy, in the system of brand building, as well as their importance in controlling the reputation into non-branding fields. 7. To recognize and perform steps necessary for initial strategic communication campaigns
Syllabus
  • Course structure: LECTURE 1: PR – Definition and History An overview of the historical evolution of the PR field and the change of its basic characteristics and its role in society; Summerization of the most important features of PR in each of the 4 basic communication models LECTURE 2: The PR role in Strategic Communication Explanation of the steps in achieving a strategic communication, the goal of the strategic communication and measurement of the level of successfullness of the strategic communication LECTURE 3: Stakeholders‘ communication Principles and best practices in planning an effective stakeholder’s communication. Types and tools of communication split by types of stakeholders LECTURE 4: Corporate Identity, Image and Reputation Explanation of the corporate identity and its components and the role of the PR in building it. Comparison of Corporate identity vs. Corporate image as well as Corporate image vs. Corporate reputation LECTURE 5: PR Foundational Principles Presenting and explaning the essence of the principles on which the PR filed and its functioning should be based LECTURE 6 PR environment Getting acquainted with the components of the envirenment within which PR operate and interact with, the principles of this interaction and the peculiarities of PR areas targeting the given component of this environment. LECTURE 7 PR means and tools – Press Release Defining the key features, the target group to be address by the press release, the preparation and the most suitable ways for its distribution so that to reach its goals effectively LECTURE 8 PR means and tools – Press Conference Defining the basic characteristics of the press conference, the main steps of its preparation and the key to its successful realization LECTURE 9 Crisis communication Explaining when there is a need for a crisis communication, what is the purpose of such communication, who should be involved and how to structure it so that to achive effectlively its goal LECTURE 10 PR as part of the Integrated Marketing Communication Discussion on the place and role of the PR within the integrated marketing communication, as well as an overview of the tools how to measure the impact of the PR field itself and within the overall marketing communication LECTURE 11 PR management and Media Relations Explaining the most common organization structure of performing PR , their counterparties, as well as key factors ensuring their successful interaction.
Literature
    recommended literature
  • The Public Relations Handbook. 2012. ISBN 9780415598149.
  • Avail in VSFS Library: ČERNÁ, Jitka, KAŠÍK, Milan, KUNZ, Vilém. Public relations. 2006. 94 s. ISBN 80-86754-65-0.
  • 3. Global Public Relations, Spanning Borders, Spanning Cultures, Alan R. Freitag & Ashli Quesinberry Stokes
Teaching methods
Course topics will be presented and discussed in blocks consisting of 2 lectures & 1 workshop. While the presence at lectures is highly recommended, 75% of workshop attendance is compulsory. Students will also be asked to prepare case studies for some lectures in advance as well as will be required to submit homeworks according to the schedule and deadlines which will be alsways announced to the students well in advance.
Assessment methods
The evaluation of students will include attendance, workshop activity, homework grading, project grading and final exam grade. The exact construction of the course grade will be explained to the students at the begining of the course.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
  • Enrolment Statistics (recent)
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