VSFS:BA_PR Public Relations - Course Information

BA_PR Public Relations

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

PhDr. Marie Koubová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec

Timetable of Seminar Groups

BA_PR/cMCPH: each even Wednesday 12:15–12:59 E125, each even Wednesday 13:00–13:45 E125, P. Kotyza
BA_PR/pMCPH: Wed 14:00–14:44 E125, Wed 14:45–15:30 E125, P. Kotyza

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

After graduation of this course students should be able to orient themselves in the field of Public relations, in possible PR tools including the most modern ones (agenda setting, astroturfing etc.). Student will know not only the proactive approaches to gain trust of mass public (including the use of modern communication and IT tools in PR), but also how to handle communication in crisis situations. Students will understand the role of PR in the system of brand building as well as the importance of controlled reputation in non-branded fields.

Syllabus

• Lesson 1: History of Public Relations and its functions in the society. Historical excursus, roots of PR, PR as a social-political tool, PR as a function of companies and organizations management. PR as a tool of Media Relations, PR as a tool of marketing communication and integral part of marketing mix, PR as a component of commercial activities of media, PR until second world war.
• Lesson 2: Public relations in new millennium, theory, methodology. Resources of PR, definition of PR, principles of PR, role of PR in nowadays society, character of PR in todays society (agenda setting), controlled reputation in non-branded fields. Internal public, external public, unconscious and conscious public, influencers of public opinion, system relations and interest groups. Public opinion, target group, stakeholders. Means of dialog with public, publicity and medicalization of an issue, life cycle of news and trends, trends analysis, life cycle o fissues, proceedings in issue management, content analysis as a tool of strategic control of communication with public.
• Lesson 3: PR as a part of communication. Definition and significance of communication, communication process, communication of organization, forms of communication, communication channels, communication in international environment, IT technologies and their influence on communication, proactive and reactive PR, integrated marketing communication and PR.
• Lesson 4: Organisation’s identity – a frame for PR. Definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product.
• Lesson 5: Organizational frame of PR in companies. Actual evolvement of PR in companies, integrated marketing communication, PR as a part of procedural management, integration of internal relations, external PR, specialization of company’s PR department (community relations, investor relations, media relations).
• Lesson 6: Crisis communication in PR. Principles of crisis management, what should be the objective of crisis management, symmetry of crisis communication, crisis communication in PR, pressure groups, crisis plan, preparation of crisis plan – structure and planning. Causes of crisis, types of crisis, methods and analysis of risks, reactions to crisis situation.
• Lesson 7: Corporate social responsibility. Definition and evolution. Major personalities in CSR and philanthropy in Czech republic and in the world (H. Ford, T. Baťa, Josef Hlávka). Major characteristics of CSR concept, basic field of CSR (environmental, economical and social pillar), familiar concepts (company’s philanthropy, company’s citizenship, business ethics), argumentation of pros and cons of CSR (. M. Friedman, R. Reich critics of CSR), benefits of CSR for companies, theory of stakeholders and stakeholders types. CSR as a tool of marketing communication, company’s reports on CSR. Case studies from Czech republic and foreign countries – T-Mobile, Vodafone, AGC group, Czech coal group etc. Institution supporting CSR in Czech republic and their role (BLF, Forum dárců).
• Lesson 8: Social media – native part of PR in new millenium – content, context, integrated communication and the business goals. Best practices, how to…
• Lesson 9: Tools of public relations. Integration of relations in organization, human relations, media relations, tools of media relations, public affairs, astroturfing, audio-visual forms of PR, online public relations, mapping and monitoring of our own activity in cyberspace, reaching public and internal users through websites, web content from the vies of PR, discuss groups, reach of internet news, corporate publishing, annual reports – tool of investor relations, company’s media for clients and employees.
• Lesson 10: PR and lobbying and sponsoring. Lobbying in Czech and world practise, definition of sponsoring, sponsoring vs. donations, benefits of sponsoring, social sponsoring, professional approach to sponsoring, sponsorship plan, sponsorship in sports, other sponsored activities.
• Lesson 11: Planning a PR strategy, measuring the effect of PR, situational analysis, objectives formulation, determination of strategic ways, identification of target groups, plan of remedies, financial and personal securing, timing, realization, evaluation, feedback, measurement of PR effect and its limits, case studies of PR activities in Czech and world organizations.
• Lesson 12: Professional associations in PR, their role. PR and ethics. Association of PR agencies (APRA), Internation Public Relations Association (IPRA), ethical principles and their abidance by PR agencies, ethical codes of PR associations, Ethical codex of APRA, Stockholm charter, Ethical codes of IPRA, codes for clients. PR agencies ant their clients, internal running of PR agency, cooperation with PR agency, forms of remuneration of PR agencies.

Literature

recommended literature
• Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
• · Coombs, Timothy - Holladay, Sherry J. (2008). It´s not just PR: Public Relations in Society. Wiley - Blackwell.
• Bernays, Edward L. (2004). Public relations. Kessinger Publishers.
• Gregory, Anne (2010). Planning and managing public relations campaigns: a strategic approach. Kogan Page
• Wilcox, Dennis L. - Cameron, Glen T. (2009). Public Relations: Strategies and Tactics. Study Edition. Allyn & Bacon
• Ihlen, Oyvind - van Ruler, Betteke - Fredriksson, Magnus (eds.) (2009). Public relations and social theory: key figures and concepts. Routledge
• Mickey,Thomas J (2002). Deconstructing Public Relations: Public Relations Criticism. London: Routledge.
• Curtin, Patricia A. - Gaither, Kenn T. (2007). International Public Relations. London: Sage.
• Coombs, Timothy (2010). PR Strategy and application. Managing influence. Wiley - Blackwell.

Teaching methods

Course consists of lectures and workshops in PS (present study) -6 lectures and 6 workshops linked together.and through controlled group consultancies in KS (combined study). Scope of compulsive attendance of workshops / lectures is 75 % for PS, on controlled group consultancies in KS 50 %. Students who wouldn’t be able to fulfil this scope of attendance may be ordered subsidiary study commitments (to prove that they are able to understand the course and lessons subjects and necessary competences to successfully graduate the course). The students will have to prepare cases for each lecture in advance and will be presented at each lecture.

Assessment methods

To get the credit the students have to prepare and present a presentation on agreed topic during the workshops. The course is concluded with an exam provided in written form. The test will use close questions with three possibilities to choose from. For each correct answer one point will be given, to to pass the course at least 50% of the answers have to be correct to get E (3=good)

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: 10 hodin KS/semestr.

• Enrolment Statistics (Summer 2015, recent)
  
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