BA_PR_2 Public Relations 2

University of Finance and Administration
Summer 2019
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Vadim Semenenko, Ph.D., MBA (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: Ing. Markéta Knížková
Timetable of Seminar Groups
BA_PR_2/cMCPH: each even Thursday 15:45–16:29 E124, each even Thursday 16:30–17:15 E124, V. Semenenko
BA_PR_2/pMCPH: Thu 14:00–14:44 E124, Thu 14:45–15:30 E124, V. Semenenko
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 introduce students to the specifics in the application of public relations in various fields, both commercial and non-commercial (Enterprises of different size classes, different sectors of industry, education, sports, non-profit organizations, etc.). Particular emphasis will be placed on current PR techniques, on media relations as a basic means of implementing PR activities, which are manifested especially in the political field and which are related to the mentioned setting agenda (spin-doctors) and spin agendas). Students will also be acquainted with the specific part of PR - crisis communication, its main principles and strategies. Topics on very aggressive elements of influencing public opinion in favor of one group, will be discussed. An integral part of the subject will be practical exercises in the multimedia studio of VŠFS, where the students will get acquainted at least with the basics of writing written communications and audiovisual communications.
Learning outcomes
The main aim of the course is to introduce students to the specifics in the application of public relations in various fields, both commercial and non-commercial (Enterprises of different size classes, different sectors of industry, education, sports, non-profit organizations, etc.). Particular emphasis will be placed on current PR techniques, on media relations as a basic means of implementing PR activities, which are manifested especially in the political field and which are related to the mentioned setting agenda (spin-doctors) and spin agendas). Students will also be acquainted with the specific part of PR - crisis communication, its main principles and strategies. Topics on very aggressive elements of influencing public opinion in favor of one group, will be discussed.
Syllabus
  • Course curriculum: 1: Crisis Communication and steps of crisis management 2: Media planning and planning in PR 3: Tools and organization of public relations 4: Media analysis, the effectiveness of PR content analysis, trend analysis 5: Public relations and ethics, agencies and professional organizations 6: Corporate publishing, relationship with the client and agency 7: Public relations in liaison with the events and sales promotions 8: Concept Public Relations, objectives, strategic approaches, target groups, personnel and financial security 9: The use of PR in selected sectors and organizations specific procedures, methods and media relations public relations, differences between the applications 10: The specifics of PR in political marketing, fashion marketing and auto marketing 11: Online public relations. Traditional and new technologies in PR, new technologies in PR 12: PR through new media and social networks
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 :
  • Routledge, 2007. 1 online resource (xvi, 306 p.) : ISBN 9780203390931 (electronic bk.); 0203390938 (electronic bk.) (http://web.b.ebscohost.com/ehost/detail/detail?sid=2e3f5f8a-ddf8-47c0-9e37-aad15817d5f0%40sessionmgr114&vid=0&hid=106&bdata=Jmxhbmc9Y
    recommended literature
  • Green, Andy. Creativity in Public Relations : [electronic resource] / Andy Green , London : Kogan Page, 2007 ISBN978-0-7494-4823-3(ebk.), (http://search.proquest.com/publication/105927/citation/7887E054D1E740C2PQ/14?accountid=37662)
  • Green, Andy. Effective Personal Communication Skills for Public Relations : [electronic resource] / Andy Green, London: Kogan Page, 2006, ISBN 978-0-7494-4407-5 (ebk.), (http://search.proquest.com/pqcentral/publication/105920/citation/298F67
  • Foster, John. Effective Writing Skills for Public Relations : [electronic resource] / John Foster, London : Kogan Page, 2008, 4th ed ISBN 978-0-7494-5109-7 (ebk.) (http://search.proquest.com/pqcentral/publication/105918/citation/298F67CFB
  • Patten, Dave. How to Market Your Business : a Practical Guide to Advertising, PR, Selling and Direct and Online Marketing / Dave Patten, London : Kogan Page, 2008, ISBN 9780749453671, ( http://search.proquest.com/docview/896133769?accounti
  • Scott, David Meerman. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly / David Meerman Scott, Hoboken, N. J. : John Wiley & Sons, c2010, 2nd ed. xxx, 289 s.
  • McCusker, Gerry. Public relations disasters : talespin : inside stories & lessons learnt Gerry McCusker, London Philadelphia : Kogan Page, c2005, viii, 327 s, ISBN 978-0-7494-4572-0 (brož.)
  • Theaker, Alison.; The public relations handbook [electronic resource] / edited by Alison Theaker, 4th ed., Abingdon, Oxon ; New York, NY : Routledge, 2012. ISBN 9780203804827 (electronic bk.); 0203804821 (electronic bk.); (http://web.b.ebscoh
  • Barnes, Roscoe. Public relations made easy [Irvine, Calif.] : Entrepreneur Press, c2007, xvii, 171 s. ISBN 978-1-59918078-6 (brož.); 1-59918078-2 (brož.)
Teaching methods
Lectures and seminars in full-time study, compulsory seminar participation is 75% in full-time study.
Assessment methods
Active participation and a final seminar paper, including exam consisting of a written and oral section on the issue. Test questions are based on the topics of lectures, study literature and presentation materials.
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 Summer 2016, Summer 2017, Summer 2018, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2019, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2019/BA_PR_2