BA_PR_1 Public Relations 1

University of Finance and Administration
Winter 2018
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Pavel Kotyza (seminar tutor)
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: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
BA_PR_1/cMCPH: each odd Monday 12:15–12:59 E129, each odd Monday 13:00–13:45 E129, except Mon 19. 11. ; and Mon 19. 11. 12:15–13:45 E222, P. Kotyza
BA_PR_1/pMCPH: Wed 8:45–9:29 E223, Wed 9:30–10:15 E223, except Wed 24. 10. ; and Wed 10. 10. 8:00–8:44 E223, Wed 17. 10. 8:00–8:44 E223, V. Semenenko
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After graduation of this course students should be able to orient themselves in the field of Public relations, in possible PR tools including the most modern ones (agenda setting, astroturfing etc.). Student will know not only the proactive approaches to gain trust of mass public (including the use of modern communication and IT tools in PR), but also how to handle communication in crisis situations. Students will understand the role of PR in the system of brand building as well as the importance of controlled reputation in non-branded fields.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
Syllabus
  • Thematic blocks of the course: LECTURE 1: PR in Integrated Marketing Communication LECTURE 2: Understanding the role and functions of PR in contemporary society (reputation, content and contribution of reputation) LECTURE 3: Basis for understanding PR (public as the primary target group, public opinion and social consciousness, organisation image) LECTURE 4: Historical development of PR and its functions in society LECTURE 5: Organization Identity (corporate identity in organisations, PR framework) LECTURE 6: PR share of brand building LECTURE 7: Main areas of public relations, internal and external PR LECTURE 8: Public relations tools LECTURE 9: Ethics in Public Relations LECTURE 10: Corporate Social Responsibility (Main Characteristics of the CSR Concept, Basic CSR Areas) LECTURE 11: Manipulative practices in Public Relations LECTURE 12: Legal Aspects of PR, Legislative Framework of PR Following topics will be discussed during the lectures and exercises: History of Public Relations and its functions in the society. Historical Excursus, roots of PR, PR as a social-political tool, PR as a function of companies and organisations management. PR as a tool of Media Relations, PR as a tool of marketing communication and integral part of the marketing mix, PR as a component of commercial activities of media, PR until second world war.
  • Public relations in the new millennium, theory, methodology. Resources of PR, the definition of PR, principles of PR, the role of PR in nowadays society, the character of PR in today's society (agenda setting), controlled reputation in non-branded fields. Internal public, external public, unconscious and conscious public, influencers of public opinion, system relations and interest groups. Public opinion, target group, stakeholders. Means of dialogue with the public, publicity and medicalization of an issue, life cycle of news and trends, trends analysis, life cycle o fissues, proceedings in issue management, content analysis as a tool of strategic control of communication with the public.
  • PR as a part of communication. Definition and significance of communication, communication process, communication of organisation, forms of communication, communication channels, communication in an international environment, IT technologies and their influence on communication, proactive and reactive PR, integrated marketing communication and PR.
  • Organisation’s identity – a frame for PR. Definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product.
  • An Organizational frame of PR in companies. Actual evolvement of PR in companies, integrated marketing communication, PR as a part of procedural management, integration of internal relations, external PR, specialisation of company’s PR department (community relations, investor relations, media relations).
  • Crisis communication in PR. Principles of crisis management, what should be the objective of crisis management, the symmetry of crisis communication, crisis communication in PR, pressure groups, crisis plan, preparation of crisis plan – structure and planning. Causes of crisis, types of crisis, methods and analysis of risks, reactions to a crisis situation.
  • Corporate social responsibility. Definition and evolution. Major personalities in CSR and philanthropy in the Czech Republic and in the world (H. Ford, T. Baťa, Josef Hlávka). Major characteristics of CSR concept, basic field of CSR (environmental, economic and social pillar), familiar concepts (company’s philanthropy, company’s citizenship, business ethics), argumentation of pros and cons of CSR (. M. Friedman, R. Reich critics of CSR), benefits of CSR for companies, theory of stakeholders and stakeholders types. CSR as a tool for marketing communication, company’s reports on CSR. Case studies from the Czech Republic and foreign countries – T-Mobile, Vodafone, AGC group, Czech coal group etc. Institution supporting CSR in Czech republic and their role (BLF, Forum dárců).
  • Social media – native part of PR in new millennium – content, context, integrated communication and the business goals. Best practices, how to…
  • Tools of public relations. Integration of relations in organization, human relations, media relations, tools of media relations, public affairs, astroturfing, audio-visual forms of PR, online public relations, mapping and monitoring of our own activity in cyberspace, reaching public and internal users through websites, web content from the view of PR, discuss groups, reach of internet news, corporate publishing, annual reports – tool of investor relations, company’s media for clients and employees.
  • PR and lobbying and sponsoring. Lobbying in Czech and world practice, the definition of sponsoring, sponsoring vs. donations, benefits of sponsoring, social sponsoring, professional approach to sponsoring, sponsorship plan, sponsorship in sports, other sponsored activities.
  • Planning a PR strategy, measuring the effect of PR, situational analysis, objectives formulation, determination of strategic ways, identification of target groups, plan of remedies, financial and personal securing, timing, realization, evaluation, feedback, measurement of PR effect and its limits, case studies of PR activities in Czech and world organizations.
  • Professional associations in PR, their role. PR and ethics. Association of PR agencies (APRA), Internation Public Relations Association (IPRA), ethical principles and their abidance by PR agencies, ethical codes of PR associations, the Ethical codex of APRA, Stockholm charter, Ethical codes of IPRA, codes for clients. PR agencies and their clients, the internal running of PR agency, cooperation with PR agency, forms of remuneration of PR agencies.
Literature
    required literature
  • Avail in VSFS Library: ČERNÁ, Jitka, KAŠÍK, Milan, KUNZ, Vilém. Public relations. 2006. 94 s. ISBN 80-86754-65-0.
  • The Public Relations Handbook. 2012. ISBN 9780415598149.
  • A Theory of Public Opinion. 2013. ISBN 9781412815017.
  • Ethics in Marketing and Communications: Towards a Global Perspective. 2012. ISBN 9780230358553.
  • 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. 2nd ed. Hoboken, N.J.: John Wiley & Sons, c2010, xxx, 289 p. ISBN 0470547812.
    recommended literature
  • ŠVEHLA, Martin, KAŠÍK, Milan. Tiskový mluvčí: řízená komunikace s veřejností. 2014. 136 s. ISBN 978-80-7408-095-1.
  • · Coombs, Timothy - Holladay, Sherry J. (2008). It´s not just PR: Public Relations in Society. Wiley - Blackwell.
  • Bernays, Edward L. (2004). Public relations. Kessinger Publishers.
  • Gregory, Anne (2010). Planning and managing public relations campaigns: a strategic approach. Kogan Page
  • Wilcox, Dennis L. - Cameron, Glen T. (2009). Public Relations: Strategies and Tactics. Study Edition. Allyn & Bacon
  • Ihlen, Oyvind - van Ruler, Betteke - Fredriksson, Magnus (eds.) (2009). Public relations and social theory: key figures and concepts. Routledge
  • Mickey,Thomas J (2002). Deconstructing Public Relations: Public Relations Criticism. London: Routledge.
  • Curtin, Patricia A. - Gaither, Kenn T. (2007). International Public Relations. London: Sage.
  • Coombs, Timothy (2010). PR Strategy and application. Managing influence. Wiley - Blackwell.
  • Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
  • KADERA, Michal, VLAČIHOVÁ, Alena. Lobbing, 2011. 88 s. ISBN 978-80-7408-053-1. 195 Kč
  • BARNES, Roscoe. Public relations made easy. Irvine, Calif.: Entrepreneur Press, c2007, xvii, 171 p. ISBN 1599180782.
  • GREEN, Andy. Creativity in public relations. 3rd ed. Philadelphia: Kogan Page, 2007, xii, 244 p. ISBN 0749448237.
  • GREEN, Andy. Effective personal communication skills for public relations. Philadelphia: Kogan Page, 2006, xvii, 219 p. ISBN 9780749444075.
Teaching methods
Course consists of lectures and workshops in PS (present study) -6 lectures and 6 workshops linked together.and through controlled group consultancies in KS (combined study). Scope of compulsive attendance of workshops / lectures is 75 % for PS, on controlled group consultancies in KS 50 %. Students who wouldn’t be able to fulfil this scope of attendance may be ordered subsidiary study commitments (to prove that they are able to understand the course and lessons subjects and necessary competences to successfully graduate the course). The students will have to prepare cases for each lecture in advance and will be presented at each lecture.
Assessment methods
To get the credit the students have to prepare and present a presentation on agreed topic during the workshops. The course is concluded with an exam provided in written form. The test will use close questions with three possibilities to choose from. For each correct answer one point will be given, to to pass the course at least 75% of the answers have to be correct 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 Winter 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021.
  • Enrolment Statistics (Winter 2018, recent)
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