N_TiM Press secretary

University of Finance and Administration
Winter 2023
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Petr Kopáček (seminar tutor)
Guaranteed by
PhDr. Petr Kopáček
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
N_TiM/cMPH: each even Wednesday 12:15–12:59 S11, each even Wednesday 13:00–13:45 S11, P. Kopáček
N_TiM/pMPH: each even Wednesday 8:45–9:29 S11, each even Wednesday 9:30–10:15 S11, each even Wednesday 10:30–11:14 S11, each even Wednesday 11:15–12:00 S11, P. Kopáček
Prerequisites
Mastering of subjects Structure of marketing communications, Advertising, Media development and Integrated marketing communication, 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.
Learning outcomes
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. The course is also 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.
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. Media market in CR 8. Media monitoring and evaluation , screening and audit 9. A press secretary and cooperation inside institution - internal communication 10. Media events 11. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.
Literature
    required literature
  • ŠVEHLA M., KAŠÍK M.: Tiskový mluvčí, řízená komunikace s veřejností
  • Hejlová D.: Public Relations, Praha Grada Publishing 2015, ISBN: 978-80-247-5022-4
    recommended literature
  • 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
  • BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1
  • PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
  • Bohuněk, B.: P.R.ciny, Praha 2019
  • VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4
  • TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
  • DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
    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
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.
The course is also listed under the following terms Winter 2010, Winter 2011, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2024.
  • Enrolment Statistics (Winter 2023, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2023/N_TiM