BA_PSec Press Secretary

University of Finance and Administration
Summer 2027
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
PhDr. Petr Kopáček
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Prerequisites
Knowledge of general marketing communication
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After completing the course student will have a clear idea about the work of a spokesperson in the organization - a commercial entity or a public institution. They will be able to analyze the media image of the organization, to assess the strategy of public communication, evaluate the work of a spokespersons or even hold this profession.
Learning outcomes
After completing the course student will have a clear idea about the work of a spokesperson in the organization - a commercial entity or a public institution. They will be able to analyze the media image of the organization, to assess the strategy of public communication, evaluate the work of a spokespersons or even hold this profession.
Syllabus
Outline: 1. Spokesperson’s position within organizations, goals and principles of their work, ethic and legislation; 2. Media relations - basic definition; 3. Spokespersons activities within the framework of media relations, PR agencies; 4. Media market in the Czech Republic 5. Effectiveness of communication (written) - principles, basic rules and hints; 6. Principles and golden rules of speaking; 7. Online communication and influencers; 8. Spokesperson - cooperation inside institution - internal communication; 9. Media monitoring, evaluation PR; 10. Media events; 11. Crisis communications and the principle of continuity; 12. Discussion on students essays and completion of the course;
Teaching methods
Class discussions, group projects, presentations
Assessment methods
Assessment methods: z/ZK: The basic premise is processing credit hour study on the extent of 1 standard pages of text: 1 Analysis of selected media case; 2 Press secretary on the current media market, the possibility of the presentation or other topics. An additional assumption, which is involved in obtaining credit is attendance and active systematic work during the semester a preparing several tasks. To pass the exam student has to demonstrate speaking skills by preparing written essay.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
Recommended literature: McQUAIL, Denis: Mass Communication Theory An Introduction SCOTT, David Meerman: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly Audio CD – Unabridged, July 1, 2009 ŠVEHLA Martin a Milan KAŠÍK. Tiskový mluvčí, řízená komunikace s veřejností. Praha: VŠFS, Eupress, 2014. ISBN 978-80-7408-095-1 BLATTENBAUER, Karen Jayne: How to Be a Media Darling DIETRICH, GINI: Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-tech) Paperback – February 25, 2014 PHILLIPS, Brad: The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview
The course is also listed under the following terms Summer 2025, Summer 2026.
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