B_PR Public Relations

University of Finance and Administration
Summer 2015
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Miloslava Kykalová (seminar tutor)
Guaranteed by
doc. Ing. Milan Kašík, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PR/cMMO: each even Monday 14:00–14:44 M27, each even Monday 14:45–15:30 M27, M. Kykalová
B_PR/cM1PH: each even Wednesday 12:15–12:59 E224, each even Wednesday 13:00–13:45 E224, M. Kykalová
B_PR/cM2PH: each even Wednesday 15:45–16:29 E225, each even Wednesday 16:30–17:15 E225, M. Kykalová
B_PR/cM3PH: each odd Wednesday 17:30–18:14 E223, each odd Wednesday 18:15–19:00 E223, M. Kykalová
B_PR/cM4PH: each odd Wednesday 15:45–16:29 E223, each odd Wednesday 16:30–17:15 E223, M. Kykalová
B_PR/pMMO: Mon 12:15–12:59 M26, Mon 13:00–13:45 M26, M. Kykalová
B_PR/pMPH: Wed 14:00–14:44 E004, Wed 14:45–15:30 E004, M. Kašík
B_PR/uMKL: Tue 7. 4. 17:30–19:00 K205, 19:15–20:45 K205, Tue 14. 4. 17:30–19:00 K205, Tue 28. 4. 14:00–15:30 K205, 15:45–17:15 K205, M. Kykalová
B_PR/uMPH: Tue 24. 2. 15:45–17:15 E126, 17:30–19:00 E126, Tue 3. 3. 17:30–19:00 E126, Tue 17. 3. 15:45–17:15 E126, 17:30–19:00 E126, M. Kykalová
B_PR/vMMO: Sat 21. 2. 9:45–11:15 M14, Sat 21. 3. 8:00–9:30 M14, 9:45–11:15 M14, Sat 18. 4. 9:45–11:15 M14, 11:30–13:00 M14, V. Kunz
B_PR/vMPH: Sat 7. 3. 9:45–11:15 E124, 11:30–13:00 E124, Sat 21. 3. 14:00–15:30 E125, Fri 17. 4. 13:45–15:15 E125, 15:30–17:00 E125, M. Kykalová
Prerequisites
B_Mar Marketing
The requirement for the completion of this course is completion of the course B_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After finishing the course students will be well informed in the field of public relations, in the possibilities of using the wide range of PR tools, including the most modern ones (agenda setting, astroturfing, etc.). Students will be familiar with proactive approaches to gaining confidence of the general public (including the use of modern communication and information technologies in PR), they will be able to communicate in crisis situations. Students will understand the role of PR in the system of brand building, as well as the importance of controled reputation in unbranded branches.
Syllabus
  • Syllabus 1. History of public relations (PR), development of the term public relations and its functions in society, historical excursion, roots of public relations, PR as a socio-political tool, PR as a function of management in firms and organizations, PR as a tool of media relations, PR as a tool of marketing communication and a part of marketing mix, PR as a part of commercial activities of media, PR until the World War II:, PR in the Czech Republic until 1989
  • 2. PR in the present days, theory and methodology, methodological definition of PR, PR today – basis of PR, definition of PR, principles of functioning of PR, importance of PR in modern society, character of PR in the present days (agenda setting), role of PR in the system of brand building, controlled reputation in unbranded branches
  • 3. PR as a part of communication, definition and importance of communication, communication process, communication of organizations, forms of communication, communication channels, communication in international environment, information technology and its influence on communication, proactive and reactive PR, integrated marketing communication and PR
  • 4. Identity of an organization – the base for PR functioning, definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product
  • 5. Organization of PR in firms, current development of PR in firms, new environment and its influence on firms, arrival of integrated marketing communication, PR as a part of procedural firm management, integration of relationships in an organization, external PR, internal PR, specialization in PR (community relations, investor relations, media relations)
  • 6. Crisis communication in PR, basis of crisis management, objectives of crisis management, symmetry of crisis communication, crisis communication in PR, pressure groups, crisis plan, preparation of crisis plan, creation and structure of crisis plan, causes of crisis, types of crisis, methods of risk analysis, reaction to a crisis situation
  • 7. Corporate social responsibility, definition and development of CSR, important personalities in the field of PR and corporate philanthropy in the Czech Republic and in the world (e.g. J.Hlávka, H.Ford, T.Baťa), basic characteristics of CSR, basic areas of CSR (environmental, economic and social pillar), related concepts (corporate philanthropy, corporate citizenship, business ethics), pros and cons of CSR (M.Friedman’s critics, R.Reich’s critics), benefits of CSR for firms, theory and division of stakeholders, CSR as a tool of marketing communication, corporate information about CSR, CSR in the Czech Republic and in the world, case studies (e.g. ČSOB, T-mobile, AGC group, Czech Coal group, Severočeské Doly), institutions supporting CSR in the Czech Republic and their roles (BLF, Fórum Dárců)
  • 8. The general public and working with the public, inner and outer public, conscious and unconscious public, leaders of public opinion, system relations, interest relations, public opinion, target group, stakeholders, how to lead a dialogue with the public, publicizing of a problem, trend life cycle, trend analysis, issues life cycle, procedures in issue management, content analysis as a tool of strategic management of communication with the public
  • 9. Tools of public relations, relations integration in an organization, human relations, media relations, tools of media relations, public affairs, astroturfing, audiovisual and spatial forms of PR, online PR, mapping and monitoring of activities in cyberspace, addressing the public and internal users via web sites, content of a web site from the point of view of PR, discussion groups and how to penetrate them, the range of internet news, corporate publishing, annual reports as a tool of investor relations, magazines for customers, magazines for empoyees
  • 10. PR, lobbying and sponsoring, lobbying, lobbyists, lobbying in the Czech Republic and in the world, definition of sponsoring, sponsoring x donation, advantages of sponsoring, social sponsoring, professional approach to sponsoring, sponsor’s plan, sponsoring in sports, other sponsored branches
  • 11. Planning and strategy of PR campaigns, measuring of effectiveness of PR, situational analysis, target fixing, determining of strategic ways, identification of target groups, measures proposal, financial and personnel protection, creating of time schedules, realisation, evaluation, feedback, effectiveness measuring of PR and its limits, case studies of PR actions in practice of Czech and international organizations
  • 12. Professional associations in PR and their roles, PR and ethics, organizations – Asociace Public Relations Agentur (APRA), International Public Relations Association (IPRA), ethics, ethical principles and how PR organizations are in complience with them, ethical codes of PR associations, ethical code of APRA, Stockholm charter, ethical code of IPRA, ethical codes of contract owners, PR agencies and contract owners, internal functioning of agencies, cooperation with PR agencies, ways of rewarding of PR agencies
Literature
    required literature
  • Kašík, M., Kunz, V., Černá, J.: Public relations – komunikace organizací. Praha: VŠFS – Eupress, 2006. ISBN 80-86754-65-0
  • Svoboda, V.: Public relations moderně a účinně. Praha: Grada, 2006. ISBN 80-247-0564-8
  • KUNZ, V. KAŠPAROVÁ, K. Moderní přístupy ke společenské odpovědnosti firem a CSR reportování. Praha : Grada Publishing, 2013., ISBN 978-80-247-4480-3.
  • KADERA, M., VLAČIHOVÁ, A. Lobbing. Praha: VŠFS – EUPRES, ISBN 80–358–0754 -9.
    recommended literature
  • • KOPECKÝ, L. Public relations - Dějiny - teorie - praxe -. Praha: Grada, 2013. ISBN 978-80-247-4229-8
  • Caywood, Clarke, L.: Public Relations – řízená komunikace podniku s veřejností. 1. vydání. Brno: Computer Press, 2003. ISBN-80-7226-886-4
  • Němec, P.: Integrovaná komunikace korporací. 1. vydání. Praha: VŠE, 2006. ISBN 80-245-1027-8
  • L Etang, J.: Public relations: základní teorie, praxe, kritické přístupy. Praha: Portál, 2009. ISBN 978-80-7367-596-7
  • • CHALUPA, R. Efektivní krizová komunikace - pro všechny manažery a PR specialisty. Praha: Grada, 2012. ISBN 978-80-247-4234-2
  • Ftorek, J.: Public relations a politika. Praha: Grada, 2010. ISBN 978-80-247-33-760
  • Ftorek, J.: Public relations jako ovlivňování mínění. Praha: Grada, 2007. ISBN 978-80-247-1903-0
  • Bajčan, R.: Techniky public relations aneb jak pracovat s médii. 1. vydání. Praha: Management Press, 2003. ISBN-80-7261-096-1
  • McQUAIL, Denis. Úvod do teorie masové komunikace. První vydání. Praha: Portál, 1999. ISBN-80-717-8200-9.
  • • PHILIPS, D. Online public relations. Praha: Grada Publishing, 2003. ISBN-80-247-0368-8.
  • DE PELSMACKER, P., GEUENS, M., VAN DEN BERGH , J.: Marketingová komunikace. Grada Publishing, 2003. ISBN – 80-247-0254-1.
  • KUNZ, V. Společenská odpovědnost firem. Praha : Grada Publishing, 2012, 208 str. ISBN 978-80-247-3983-0.
Teaching methods
The lesson is structured as a lecture/seminar in the full-time study program (a weekly allocation of 2 lectures + 1 seminar) and guided group consultations in the combined study programme (10). Obligatory lesson attendance: Obligatory seminar attendance in the full-time study program is the minimum of 75%; in guided group consultations in the combined study program it is 50%.Students who won’t meet participation requirements may be assigned additional educational tasks during the term (so that it would be possible to prove their educational results and acquired qualifications required to award the credit).
Students will be asked to follow (except required literature) current trends in the field of public relations, not only in professional press – Strategie, Marketing & Media, Marketing Magazíne, Trend Marketing, Marketing & Komunikace – but also on professional websites. These topical issues will be discussed and analysed.
Assessment methods
The subject will be completed after obtaining the credit or passing the examination. The contents and scope of requirements for awarding credit will be specified by the tutor – the seminar leader. There is a comprehensive oral or written examination – focusing on the extent of the learning content (decided by the examiner) within the range of 12 main thematic blocks.
Language of instruction
Czech
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.
The course is also listed under the following terms Winter 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Summer 2015, recent)
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