VSFS:N_TiM Press secretary - Course Information

N_TiM Press secretary

Extent and Intensity

1/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMPH: each odd Monday 12:15–12:59 S24, each odd Monday 13:00–13:45 S24, M. Švehla
N_TiM/pMPH: each even Monday 12:15–12:59 S24, each even Monday 13:00–13:45 S24, except Mon 23. 11. ; and Mon 26. 10. 14:00–15:30 S14, M. Švehla
N_TiM/vMPH: Sat 31. 10. 14:00–15:30 S11, 15:45–17:15 S11, Fri 27. 11. 15:30–17:00 S35, 17:15–18:45 S35, Fri 11. 12. 13:45–15:15 S35, M. Švehla

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace, Public relations

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. 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

• 1. The position of press secretaries within organisations, objectives and principles of their work 2. Media relations – basic definition 3. The work of a press secretary within media relations 4. Crisis communication and the principle of continuity 5. Principles of written communication which make contact with media and institutions more effective 6. Principles and golden rules of spoken discourse 7. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.

Literature

required literature
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1
• SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. ISBN: ISBN 9788024728667
• FTOREK, J.: Public relations jako ovlivňování mínění. Praha: Grada Publishing, 2007, ISBN 978-80-247-3926-7
• ŠVEHLA M., KAŠÍK M.: Tiskový mluvčí, řízená komunikace s veřejností

recommended literature
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

not specified
• Odborné časopisy: Marketing & Media, Strategie

Teaching methods

Lectures and seminars in full-time study

Assessment methods

Assessment methods: z/ZK(credit, examination, 7 credits): 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. To pass the exam student has to demonstrate speaking skills by answering one thematic question and prepare a short text on a given topic.

Language of instruction

Czech

Follow-Up Courses

• N_MeA Media Analysis

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.

• Enrolment Statistics (Winter 2015, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2015/N_TiM