NA_PSec Press Secretary

Vysoká škola finanční a správní
zima 2017
Rozsah
1/1/0. 8 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Martin Švehla (cvičící)
Garance
Ing. Martin Švehla
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
NA_PSec/cMC1PH: každé sudé pondělí 15:45–16:29 S14, každé sudé pondělí 16:30–17:15 S14, M. Švehla
NA_PSec/cMC2PH: každé liché pondělí 14:00–14:44 S24, každé liché pondělí 14:45–15:30 S24, M. Švehla
NA_PSec/pMCPH: každé sudé pondělí 14:00–14:44 S13, každé sudé pondělí 14:45–15:30 S13, M. Švehla
Předpoklady
Basic orientation in public relations and communication
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The course is focused on the profession of a spokesperson within a specific type of public relations called media relations. After completing the course students will have clear and well-founded understanding of possible positions of a spokesperson within an organization and of principles linked to their work.
Výstupy z učení
The course is focused on practical skills of spokespersons such as establishing and developing contacts with the media and skills associated with written and spoken expression of ideas with an emphasis on efficiency. Students completing this course will be able to understand principles of evaluating a media image as well as understanding consequences of specific media manifestations. They will also understand the principles of reactivity and proactivity related to the work of a spokesperson and will be able to effectively use feedback from the media to support their own communication objectives.
Osnova
  • 1. Spokesperson’s position within organizations, goals and principles of their work; 2. Media relations - basic definition; 3. Spokespersons activities within the framework of media relations; 4. Crisis communications and the principle of continuity; 5. Effectiveness writing - principles, basic rules and hints; 6. Principles and golden rules of speaking; 7. Spokesperson as a person publicly known; 8. Media monitoring, screening and audit; 9. Spokesperson leading an organizational unit; 10. History of spokespersons profession; 11. Legislation and codes of ethics linked to spokesperson’s activities; 12. Discussion on students essays and completion of the course
Literatura
    doporučená literatura
  • Andy Green, Effective Personal Communication Skills for Public Relations :[electronic resource] /Andy Green. London :Kogan, ISBN: 978-0-7494-4407-5 (ebk.)
  • Foster, John, Effective Writing Skills for Public Relations :[electronic resource] /4th ed. London :Kogan Page,ISBN: 978-0-7494-5109-7 (ebk.)
  • Andy Green, Creativity in Public Relations :[electronic resource] /Andy Green. London :Kogan Page,20071 on-line resource, ISBN: 978-0-7494-4823-3 (ebk.)
  • Michael Bland, Alison Theaker, Effective Media Relations :How to Get Results : [electronic resource] ISBN: 0-7494-4380-4 (ebk.)
Výukové metody
The subject is delivered in full-time study by 12 lectures of theory and practical examples. Teaching methods are generally based on interactive approach. Lecturing is supported by PowerPoint presentation, lecture tutorials are available, peer review and students will elaborate own worksheets - esays.
Metody hodnocení
Minimum compulsory attendance in full-time study is 80%. Students who fail to meet the mandatory scope of participation may be given extra study tasks during the semester (to an extent which will allow the demonstration of study results and competencies necessary for successful completion of the course). Students will be admitted to the oral exam only upon acquiring the course credit. Elaboration of a paper is a basic prerequisite. Paper topics: 1.Analysis of selected media case. 2. Spokesman on the current media market. Briefness and accuracy of the paper will be taken into account. Student may choose own paper topic upon agreement with the lecturer.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2016, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.