NA_PSec Press Secretary

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
PhDr. Petr Kopáček
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
Basic orientation in public relations and communication
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course focuses on professional activities of spokespersons in both government and private sector organisations. After completing the course students will have clear and well-founded understanding of possible positions of a spokesperson within an organization and of principles linked to this job.
Learning outcomes
The course is focused on practical skills of spokespersons such as establishing and developing contacts with the media and skills associated with written and spoken expression of ideas with an emphasis on efficiency. Students completing this course will be able to understand principles of evaluating a media image as well as understanding consequences of specific media manifestations. They will also understand the principles of reactivity and proactivity related to the work of a spokesperson and will be able to effectively use feedback from the media to support their own communication objectives.
Syllabus
  • 1. Spokesperson’s position within organizations, goals and principles of their work; 2. Media relations - basic definition; 3. Spokespersons activities within the framework of media relations; 4. Crisis communications and the principle of continuity; 5. Effectiveness of communication (written) - principles, basic rules and hints; 6. Principles and golden rules of speaking; 7. Media market; 8. Media monitoring, evaluation; 9. Spokesperson - cooperation inside institution - internal communication; 10. Media event; 11. Legislation and codes of ethics linked to spokesperson’s activities; 12. Discussion on students essays and completion of the course
Literature
    recommended literature
  • Denis McQuail′: Mass Communication Theory, 2010, ISBN-1849202923
  • Michael Bland, Alison Theaker, Effective Media Relations :How to Get Results : [electronic resource] ISBN: 0-7494-4380-4 (ebk.)
  • Andy Green, Creativity in Public Relations :[electronic resource] /Andy Green. London :Kogan Page,20071 on-line resource, ISBN: 978-0-7494-4823-3 (ebk.)
  • Andy Green, Effective Personal Communication Skills for Public Relations :[electronic resource] /Andy Green. London :Kogan, ISBN: 978-0-7494-4407-5 (ebk.)
  • Foster, John, Effective Writing Skills for Public Relations :[electronic resource] /4th ed. London :Kogan Page,ISBN: 978-0-7494-5109-7 (ebk.)
    not specified
  • Brad Phillips: The Media Training Bible, ISBN-10:0988322005
Teaching methods
The subject is delivered in full-time study by 12 lectures of theory and practical examples. Teaching methods are generally based on interactive approach. Lecturing is supported by PowerPoint presentation, lecture tutorials are available, peer review and students will elaborate own worksheets - esays.
Assessment methods
Minimum compulsory attendance in full-time study is 80%. Students who fail to meet the mandatory scope of participation may be given extra study tasks during the semester (to an extent which will allow the demonstration of study results and competencies necessary for successful completion of the course). Students will be admitted to the oral exam only upon acquiring the course credit. Elaboration of a paper is a basic prerequisite. Paper topics: 1.Analysis of selected media case. 2. Spokesman on the current media market. Briefness and accuracy of the paper will be taken into account. Student may choose own paper topic upon agreement with the lecturer.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is taught: every week.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2024/NA_PSec