BA_PR_1 Public Relations 1

University of Finance and Administration
Winter 2020
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Vadim Semenenko, Ph.D., MBA (seminar tutor)
Guaranteed by
Vadim Semenenko, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_PR_1/cMCPH: each odd Wednesday 10:30–11:14 E129, each odd Wednesday 11:15–12:00 E129, V. Semenenko
BA_PR_1/pMCPH: Wed 8:45–9:29 E223, Wed 9:30–10:15 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. Understanding the role and functions of PR in contemporary society. LECTURE 2: Main areas of public relations, internal and external PR. Introduction in Public Relations tools. LECTURE 3: Historical development of PR and its functions in society. LECTURE 4: Press release as the main traditional PR tool – writing, distribution, usage. LECTURE 5: Political public relations. Different types of communication in politics. Functions of the Press office. LECTURE 6: Press conference as a complex set of PR tools. Limitations in use of the tool. LECTURE 7: Global PR and PR in global environtment. Specifics cross-cultural communication processes. LECTURE 8: Crisis communication as a complex challenge for organizations and individuals. LECTURE 9: Manipulative practices in Public Relation. Ethical and not ethical communication. LECTURE 10: PR and politics 2. Public speaking. Political debates. LECTURE 11: PR plan, PR report, Measuring the effectiveness of PR.
Literature
    required literature
  • Avail in VSFS Library: ČERNÁ, Jitka, KAŠÍK, Milan, KUNZ, Vilém. Public relations. 2006. 94 s. ISBN 80-86754-65-0.
  • 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.
  • 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.
    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
  • 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.
  • BARNES, Roscoe. Public relations made easy. Irvine, Calif.: Entrepreneur Press, c2007, xvii, 171 p. ISBN 1599180782.
Teaching methods
Course consists of lectures and workshops in PS (present study) and through controlled group consultancies in KS (combined study). Scope of compulsive attendance is 5/6 for workshops and 50% for lectures for PS, on controlled group consultancies in KS 50 %. Present study student have to attend 2 integrated learning sessions (lecture+workshop), where simulation studies will take place. Dates of integrated learning sessions will be provided on the first lecture. 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 may have to prepare cases for some lecture in advance.
Assessment methods
Course consists of lectures and workshops in PS (present study) and through controlled group consultancies in KS (combined study). Scope of compulsive attendance is 5/6 for workshops and 50% for lectures for PS, on controlled group consultancies in KS 50 %. Present study student have to attend 2 integrated learning sessions (lecture+workshop), where simulation studies will take place. Dates of integrated learning sessions will be provided on the first lecture. 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 may have to prepare cases for some lecture in advance.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2021.
  • Enrolment Statistics (Winter 2020, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2020/BA_PR_1