VSFS:BA_PR Public Relations - Course Information

BA_PR Public Relations

Extent and Intensity

2/1/0. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Kristina Lenkova, Ph.D. (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: Bc. Kamila Procházková

Timetable of Seminar Groups

BA_PR/cMCPH: each even Thursday 17:30–18:14 E305, each even Thursday 18:15–19:00 E305, except Thu 15. 12. ; and Thu 15. 12. 12:15–13:45 S24, K. Lenkova
BA_PR/pMCPH: each odd Thursday 17:30–18:14 E305, each odd Thursday 18:15–19:00 E305, each odd Thursday 19:15–19:59 E305, each odd Thursday 20:00–20:45 E305, except Thu 29. 9. ; and Wed 5. 10. 12:15–13:45 E224, 14:00–15:30 E224, K. Lenkova

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

The course is designed to explore internationally recognized major theoretical concepts and applications of communication studies in the area of Public Relations. This course will address the basic theoretical milestone topics in the PR field and their relationship and impact on stakeholders in an organizational context. Coursework is designed to encourage students to give critical consideration to the place of theory within PR practice and to apply the theories on real case analysis. The course should contribute to students‘ practical skills in performing steps for initial communication campaings, successful co-operation with field practitioners and application of the acquaired knowledge in a real environment of professional activities.

Learning outcomes

Learning outcomes: By the end of the course students will be able: 1. To understand the essence of the PR field and be aware of its functions, strategies and particular techniques. 2. To understand how public relations theory and practice developed and what are the newest trends in the field. 3. To become aware of different types of stakeholders involved in private and public organizations that use public relations strategies. 4. To understand the basic PR tools and get ready to start using them in practice. 5. To understand the essence and the aim of the crisis communication and learn how to handle it successfully. 6. To understnad the role and the peculiarities of PR within the integrated Marketing strategy, in the system of brand building, as well as their importance in controlling the reputation into non-branding fields. 7. To recognize and perform steps necessary for initial strategic communication campaigns

Syllabus

• Course structure: LECTURE 1: PR – Definition and History An overview of the historical evolution of the PR field and the change of its basic characteristics and its role in society; Summerization of the most important features of PR in each of the 4 basic communication models LECTURE 2: The PR role in Strategic Communication Explanation of the steps in achieving a strategic communication, the goal of the strategic communication and measurement of the level of successfullness of the strategic communication LECTURE 3: Stakeholders‘ communication Principles and best practices in planning an effective stakeholder’s communication. Types and tools of communication split by types of stakeholders LECTURE 4: Internal communication;Financial communication - Specific purposes and characteristics of the different types of communication LECTURE 5: PR means and tools – Press Release Defining the key features, the target group to be address by the press release, the preparation and the most suitable ways for its distribution so that to reach its goals effectively LECTURE 6 PR means and tools – Press Conference Defining the basic characteristics of the press conference, the main steps of its preparation and the key to its successful realization LECTURE 7 SM and PR - new trends in PR and can we consider SM as part of the PR LECTURE 8 Crisis communication Explaining when there is a need for a crisis communication, what is the purpose of such communication, who should be involved and how to structure it so that to achive effectlively its goal LECTURE 9 Ethics in PR - what is it about and what are the main principles and why are they important LECTURE 10 PR as part of the Integrated Marketing Communication Discussion on the place and role of the PR within the integrated marketing communication, as well as an overview of the tools how to measure the impact of the PR field itself and within the overall marketing communication LECTURE 11 PR tender - how do we choose our PR partner's agency, why and how is the tender organized

Literature

recommended literature
• 3. Global Public Relations, Spanning Borders, Spanning Cultures, Alan R. Freitag & Ashli Quesinberry Stokes
• 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.

Teaching methods

The course consists of lectures and excercises. While the presence at lectures is highly recommended, 75% of workshop attendance is compulsory. Students will also be asked to prepare different assignments and be eventually presented at the excercises. Submission of homeworks is expected according to the schedule and deadlines which will be alsways announced to the students well in advance.

Assessment methods

Grading: The grade will be structured as follows: 10% Class attendance and participation, 10% Homework 1, 10% Homework 2, 20% Term Project Assignment, 50% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 F - Below 59 Class Attendance & Participation: Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class. Deadlines: Communication professionals always meet deadlines that is why late assignments will not be accepted.

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: 16 hodin KS/semestr.

Teacher's information

Students attending this course should besides recommended literature keep track with up-to-date PR trends and professional press and professional websites. These issues will be discussed and more deeply analysed during the course.

• Enrolment Statistics (Winter 2022, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2022/BA_PR