B_PR_2 Public Relations 2

University of Finance and Administration
Summer 2021
Extent and Intensity
2/1. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (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
B_PR_2/cMMO: each odd Thursday 12:15–12:59 M14, each odd Thursday 13:00–13:45 M14, V. Kunz
B_PR_2/cM1PH: each odd Tuesday 12:15–12:59 E123, each odd Tuesday 13:00–13:45 E123, V. Kunz
B_PR_2/cM2PH: each odd Tuesday 10:30–11:14 E123, each odd Tuesday 11:15–12:00 E123, V. Kunz
B_PR_2/pMPH: Wed 10:30–11:14 E223, Wed 11:15–12:00 E223, V. Kunz
B_PR_2/poMMO: Wed 10:30–11:14 M14, Wed 11:15–12:00 M14, V. Kunz
B_PR_2/vMPH: Sat 13. 2. 14:00–15:30 E224, Sat 13. 3. 9:45–11:15 E224, 11:30–13:00 E224, Sat 17. 4. 14:00–15:30 E223, Sat 24. 4. 9:45–11:15 E223, 11:30–13:00 E223, V. Kunz
Prerequisites
B_PR_1 Public Relations 1
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
The main aim of the course is to acquaint students with specifics in the application of public relations in various fields, both commercial and non-commercial. Particular emphasis will be placed on current PR techniques, on media relations as a basic means of implementing PR activities. Students will also be acquainted with the specific part of PR - crisis communication, its main principles and strategies. These are very aggressive elements of influencing public opinion in favor of one group. An integral part of the subject will be practical exercises in the multimedia studio of the VŠFS, where the students will get acquainted at least with the basics of writing written communications and audiovisual communications.
Learning outcomes
Students will apply learned knowledge and skills in all fields related to the effective use of techniques and means of public relations organizations as well as in the activities of communication agencies.
Syllabus
  • PŘEDNÁŠKA 1: Reaktivní public relations PŘEDNÁŠKA 2: Proces krizové komunikace v rámci PR PŘEDNÁŠKA 3: Etika v public relations PŘEDNÁŠKA 4: Interní public relations a jeho nástroje PŘEDNÁŠKA 5: Externí public realtions a jeho nástroje PŘEDNÁŠKA 6: Corporate involvement PŘEDNÁŠKA 7: Corporate publishing PŘEDNÁŠKA 8: Plánování a realizace PR procesu PŘEDNÁŠKA 9: Evaluace PR - měření a vyhodnocování efektivity PR PŘEDNÁŠKA 10:Manipulativní praktiky v PR PŘEDNÁŠKA 11:Využití PR ve vybraných oblastech a odvětvích PŘEDNÁŠKA 12:Příklady dobré praxe efektivního uplatňování PR v organizační praxi
Literature
    required literature
  • Kašík, M., Kunz, V., Černá, J.: Public relations – komunikace organizací. Praha: VŠFS – Eupress, 2006. ISBN 80-86754-65-0
  • Hejlová, D. Public relations. Grada, Praha: 2015, ISBN 978 – 80-247-5022-4
  • 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
  • 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.
  • L Etang, J.: Public relations: základní teorie, praxe, kritické přístupy. Praha: Portál, 2009. ISBN 978-80-7367-596-7
  • 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
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 course will be finished by credit and examination. The exam will be oral or written in the scope of the subject matter (the examiner's decision) in the knowledge of the main thematic blocks. The credit will be awarded for the preparation and successful presentation (defense) here. work on the topic "Use of PR in selected branches and organizations", or other related topic after the teacher's agreement. The scope of the seminar work is at least five pages A4.
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: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2011, Winter 2011, Winter 2012, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2022.
  • Enrolment Statistics (Summer 2021, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2021/B_PR_2