BA_PR_2 Public Relations 2

University of Finance and Administration
Summer 2020
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: Lenka Pokorná
Timetable of Seminar Groups
BA_PR_2/cMCPH: each even Tuesday 14:00–14:44 E227, each even Tuesday 14:45–15:30 E227, except Tue 18. 2., except Tue 17. 3. ; and Tue 25. 2. 14:00–15:30 E224, Tue 24. 3. 14:00–15:30 E224, V. Semenenko
BA_PR_2/pMCPH: Tue 12:15–12:59 E227, Tue 13:00–13:45 E227, except Tue 18. 2., except Tue 17. 3. ; and Tue 11. 2. 14:00–15:30 E224, Tue 10. 3. 14:00–15:30 E224, 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 prepare students for effective use of PR ain the place of their potential employment, effective communication with internal and external PR units and for employment as PR specialists . Students will learn sophisticated concepts of building relationships with journalists, collegues from PR industry, public influencers, organizations and wide public. Another aim is in-depth learning of specific fields of public communication, such as financial communication, political campaigning, government relations and public communication in specific industries, such as heavy industry production, IT industry, education, sports, medical treatment or charity organizations.
Syllabus
  • • Course curriculum: Lecture 1: Business ethics and Public Relations, ethical and not ethical PR. Lecture 2: Specifics of political communication. Functioning of Press Offices. Correlation between the quality of political communication and the level of democracy. Lecture 3: PR in charity organizations. How to run fundraising campaign. Lecture 4: Specifics of financial communication – financial reporting and issues of transparency. Lecture 5: PR and the art of public speaking. Preparing a perfect presentation. Lecture 6: Unethical PR, dirty practices – how to use and how to protect yourself and your organization. Lecture 7: SMM and PR. Current condition and key challenges in social networks campaigning. Lecture 8: How to build and maintain relationships with journalists. Lecture 9: Public Relations and cross-cultural learning. The challenges of PR in multicultural environment. Lecture 10: Building of individual image and reputation. Lecture 11: Legal aspects of PR. GDPR. Lecture 12: Revising the most important concepts from PR_1 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 :
  • 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
To get the credit the students have to: 1. Prepare one written assignment and a presentation on agreed topic during the workshops 2. Participate in 2 joined blocks where simulation assignment will be executed 3. Pass final oral exam The course is concluded with an oral exam. Students will be familiar with exam questions in advance. To pass the whole course student should succeed in all three requirements for course completion with total score of 60% from the possible maximum score 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.
The course is also listed under the following terms Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2020, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2020/BA_PR_2