BA_PR_2 Public Relations 2

University of Finance and Administration
Summer 2022
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Kristina Lenkova, Ph.D. (lecturer)
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_2/cMCPH: Wed 19:15–19:59 E307, K. Lenkova
BA_PR_2/pMCPH: Wed 17:30–18:14 E307, Wed 18:15–19:00 E307, K. Lenkova
Prerequisites
BA_PR_1 Public Relations
The condition for the completion of this course is completion of the course BA_PR_1
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The main aim of the course is to prepare students for effective use of PR know how within potential employment, in particular effective communication with internal and external PR units. Students will gain knowledge and skills for working with PR agencies, meadia and stakeholders. Another aim is in-depth learning of specific fields of public communication, such as financial communication, internal communication, newswriting, preparation of PR tenders. An integral part of the subject will be discussions on practical examples and exercise topics for students to practice the received knowledge into practical application.
Learning outcomes
After completing the course the students should be able to: - Understand the main requirements on the content, structure , format and style on Internal communication writing, Newswriting, Specific field communication - e.g Financial communication - Become aware of ethic and legal norms to watch for while performing PR activities - Get basic knowledge on managing relationships with journalists, media and PR agencies - Get knowledge on preparing and managing PR tenders
Syllabus
  • • Course curriculum: Lecture 1: Business ethics and Public Relations, ethical and not ethical PR. Lecture 2: Specifics on Newswritings Lecture 3: Specifics in IC. Lecture 4: Specifics of financial communication – financial reporting and issues of transparency. Lecture 5: Special events organiyation. Lecture 6: Social Media and PR. Lecture 7: Relationship with journalists and media. Lecture 8: PR tenders organization. Lecture 9: Public Relations and cross-cultural learning. The challenges of PR in multicultural environment. Lecture 10: New trends in PR. Lecture 11: Legal aspects of PR. GDPR. Lecture 12: Revising the most important concepts of the course.
Literature
    required literature
  • Riel, C. B. M. van. ,Fombrun, Charles J. Essentials of corporate communication [electronic resource] : implementing practices for effective reputation management / Cees B.M. van Riel and Charles J. Fombrun, London ; New York :
Teaching methods
Lectures and seminars in full-time study, compulsory seminar participation is 75% in full-time study.
Assessment methods
To get the credit the students have to: 1. Prepare one written assignment and a presentation on agreed topic during the workshops 2. Pass final written exam
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: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2022/BA_PR_2