Course Information

BA_PR Public Relations

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Kristina Lenkova, Ph.D. (seminar tutor)

Guaranteed by

Kristina Lenkova, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

BA_PR/cMCPH: each odd Wednesday 10:30–11:14 E404, each odd Wednesday 11:15–12:00 E404, except Wed 9. 10., K. Lenkova
BA_PR/pMCPH: Wed 8:45–9:29 E404, Wed 9:30–10:15 E404, except Wed 9. 10., 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 on 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 initiating communication campaigns, successful co-operation with field practitioners and application of the acquired 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 over time 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 understand the role and the peculiarities of PR within the Integrated Marketing Communication, in the system of brand building, as well as, their importance in controlling the reputation of the organization.
7. To recognize and perform steps necessary for initiating 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; Summarization 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 preparing a strategic communication, the goal of the strategic communication and measurement of the level of successfulness 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
  Specific types of communication: Internal communication; Financial communication - Specific purposes and characteristics of the different types of communication
  LECTURE 5
  PR means – 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 – 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
  PR & Social Media - 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 management, what is the purpose of such communication, who should be involved, how to structure it so that to achieve effectively its goal
  LECTURE 9
  Ethics & regulations 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 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
  Guest speaker's lecture or a field trip
  LECTURE 12
  Presentation of the Students' Term Project

Literature

required literature
• Public Relations Handbook, Edited by Alison Theaker, Sixth Edition
• Strategic writing, Multimedia Writing for PR, Advertising & More, Charles Marsh, David W. Guth & Bonnie Poovey Short, Fifth Edition

Teaching methods

The course consists of lectures and exercises. While the presence at lectures is highly recommended, 75% of exercise attendance is compulsory. Students will also be asked to prepare different assignments and eventually present them at the exercises. Submission of homeworks is expected to be done according to the schedule and the deadlines which will be always 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 60 Class Attendance & Participation: Student’s physical presence in class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreements with the instructor. Participation in class is also granted a % of the total grade. 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 on up-to-date PR trends and professional press and professional websites. These issues will be discussed and deeper analyzed during the course.

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

Kristina Lenkova, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

BA_PR/cMCPH: each even Tuesday 10:30–11:14 E000MM, each even Tuesday 11:15–12:00 E000MM, K. Lenkova
BA_PR/pMCPH: Tue 12:15–12:59 E309, Tue 13:00–13:45 E309, except Tue 26. 9. ; and Thu 12. 10. 10:30–12:00 E227, 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 over time 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 understand 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 of the organization. 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; Summarization 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 successfulness 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: Specific types of communication: Internal communication; Financial communication - Specific purposes and characteristics of the different types of communication LECTURE 5: PR means – 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 – 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 PR & Social Media - 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 management, what is the purpose of such communication, who should be involved, how to structure it so that to achieve effectively its goal LECTURE 9 Ethics & regulations 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 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 Guest speaker lecture or a visit to a marketing agency Lecture 12 Pitches for choosing a PR agency - how do we choose our PR partner's agency, why and how is the tender organized

Literature

required literature
• Public Relations Handbook, Edited by Alison Theaker, Sixth Edition
• Strategic writing, Multimedia Writing for PR, Advertising & More, Charles Marsh, David W. Guth & Bonnie Poovey Short, Fifth Edition

Teaching methods

The course consists of lectures and exercises. While the presence at lectures is highly recommended, 75% of workshop attendance is compulsory. Students will also be asked to prepare different assignments and eventually present them at the exercises. Submission of homeworks is expected to be done according to the schedule and deadlines which will be always 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 60 Class Attendance & Participation: Student’s physical presence in class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreements with the instructor. Participation in class is also granted a % of the total grade. 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 on up-to-date PR trends and professional press and professional websites. These issues will be discussed and deeper analyzed during the course.

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.

BA_PR Public Relations

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

PhDr. Marie Koubová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec

Timetable of Seminar Groups

BA_PR/cMCPH: each even Wednesday 12:15–12:59 E125, each even Wednesday 13:00–13:45 E125, P. Kotyza
BA_PR/pMCPH: Wed 14:00–14:44 E125, Wed 14:45–15:30 E125, P. Kotyza

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.

Syllabus

• Lesson 1: 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 organizations management. PR as a tool of Media Relations, PR as a tool of marketing communication and integral part of marketing mix, PR as a component of commercial activities of media, PR until second world war.
• Lesson 2: Public relations in new millennium, theory, methodology. Resources of PR, definition of PR, principles of PR, role of PR in nowadays society, character of PR in todays 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 dialog with 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 public.
• Lesson 3: PR as a part of communication. Definition and significance of communication, communication process, communication of organization, forms of communication, communication channels, communication in international environment, IT technologies and their influence on communication, proactive and reactive PR, integrated marketing communication and PR.
• Lesson 4: Organisation’s identity – a frame for PR. Definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product.
• Lesson 5: 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, specialization of company’s PR department (community relations, investor relations, media relations).
• Lesson 6: Crisis communication in PR. Principles of crisis management, what should be the objective of crisis management, 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 crisis situation.
• Lesson 7: Corporate social responsibility. Definition and evolution. Major personalities in CSR and philanthropy in Czech republic and in the world (H. Ford, T. Baťa, Josef Hlávka). Major characteristics of CSR concept, basic field of CSR (environmental, economical 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 of marketing communication, company’s reports on CSR. Case studies from 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).
• Lesson 8: Social media – native part of PR in new millenium – content, context, integrated communication and the business goals. Best practices, how to…
• Lesson 9: 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 vies of PR, discuss groups, reach of internet news, corporate publishing, annual reports – tool of investor relations, company’s media for clients and employees.
• Lesson 10: PR and lobbying and sponsoring. Lobbying in Czech and world practise, definition of sponsoring, sponsoring vs. donations, benefits of sponsoring, social sponsoring, professional approach to sponsoring, sponsorship plan, sponsorship in sports, other sponsored activities.
• Lesson 11: 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.
• Lesson 12: 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, Ethical codex of APRA, Stockholm charter, Ethical codes of IPRA, codes for clients. PR agencies ant their clients, internal running of PR agency, cooperation with PR agency, forms of remuneration of PR agencies.

Literature

recommended literature
• Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
• · 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.

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 50% 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.

BA_PR Public Relations

Extent and Intensity

1/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Marie Koubová (seminar tutor)

Guaranteed by

PhDr. Marie Koubová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: PhDr. Karel Eliáš, CSc.

Timetable of Seminar Groups

BA_PR/cMCPH: each odd Tuesday 12:15–12:59 E024, each odd Tuesday 13:00–13:45 E024, M. Koubová
BA_PR/pMCPH: Tue 10:30–11:14 E024, Tue 11:15–12:00 E024, M. Koubová

Prerequisites

Successful graduation of prerequisite courses to course B_PR_1. Students attending this course should besides recommended literature keep track with up-to-date PR trends and professional press – Strategie, Marketing & Media, Trend Marketing, Marketing Magazine and other professional websites. These issues will be discussed and more deeply analysed during the course.

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.

Syllabus

• Lesson 1: 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 organizations management. PR as a tool of Media Relations, PR as a tool of marketing communication and integral part of marketing mix, PR as a component of commercial activities of media, PR until second world war.
• Lesson 2: Public relations in new millennium, theory, methodology. Resources of PR, definition of PR, principles of PR, role of PR in nowadays society, character of PR in todays 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 dialog with 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 public.
• Lesson 3: PR as a part of communication. Definition and significance of communication, communication process, communication of organization, forms of communication, communication channels, communication in international environment, IT technologies and their influence on communication, proactive and reactive PR, integrated marketing communication and PR.
• Lesson 4: Organisation’s identity – a frame for PR. Definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product.
• Lesson 5: 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, specialization of company’s PR department (community relations, investor relations, media relations).
• Lesson 6: Crisis communication in PR. Principles of crisis management, what should be the objective of crisis management, 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 crisis situation.
• Lesson 7: Corporate social responsibility. Definition and evolution. Major personalities in CSR and philanthropy in Czech republic and in the world (H. Ford, T. Baťa, Josef Hlávka). Major characteristics of CSR concept, basic field of CSR (environmental, economical 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 of marketing communication, company’s reports on CSR. Case studies from 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).
• Lesson 8: Social media – native part of PR in new millenium – content, context, integrated communication and the business goals. Best practices, how to…
• Lesson 9: 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 vies of PR, discuss groups, reach of internet news, corporate publishing, annual reports – tool of investor relations, company’s media for clients and employees.
• Lesson 10: PR and lobbying and sponsoring. Lobbying in Czech and world practise, definition of sponsoring, sponsoring vs. donations, benefits of sponsoring, social sponsoring, professional approach to sponsoring, sponsorship plan, sponsorship in sports, other sponsored activities.
• Lesson 11: 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.
• Lesson 12: 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, Ethical codex of APRA, Stockholm charter, Ethical codes of IPRA, codes for clients. PR agencies ant their clients, internal running of PR agency, cooperation with PR agency, forms of remuneration of PR agencies.

Literature

recommended literature
• Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
• · 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.

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 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

Learning methods: 6 lectures and 6 workshops linked together. The course is concluded with an exam provided in written form. Concluding exam will consists of 10 questions, every question evaluated on the scale of 5 points. Students are able to gain 50 points maximum, to pass the course the necessary evaluation must be 30 points to get the mark 3 = good.

Language of instruction

English

Follow-Up Courses

• BA_EM Electronic Marketing

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

BA_PR Public Relations

Extent and Intensity

1/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Tomáš Poucha (seminar tutor)
Květoslava Dolejšová (assistant)

Guaranteed by

Ing. Tomáš Poucha
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: PhDr. Karel Eliáš, CSc.

Timetable of Seminar Groups

BA_PR/cMCPH: each odd Wednesday 8:45–9:29 E305, each odd Wednesday 9:30–10:15 E305, T. Poucha
BA_PR/pMCPH: each even Wednesday 8:45–9:29 E305, each even Wednesday 9:30–10:15 E305, T. Poucha

Prerequisites

Successful graduation of prerequisite courses to course B_PR_1. Students attending this course should besides recommended literature keep track with up-to-date PR trends and professional press – Strategie, Marketing & Media, Trend Marketing, Marketing Magazine and other professional websites. These issues will be discussed and more deeply analysed during the course.

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.

Syllabus

• Lesson 1: 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 organizations management. PR as a tool of Media Relations, PR as a tool of marketing communication and integral part of marketing mix, PR as a component of commercial activities of media, PR until second world war.
• Lesson 2: Public relations in new millennium, theory, methodology. Resources of PR, definition of PR, principles of PR, role of PR in nowadays society, character of PR in todays 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 dialog with 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 public.
• Lesson 3: PR as a part of communication. Definition and significance of communication, communication process, communication of organization, forms of communication, communication channels, communication in international environment, IT technologies and their influence on communication, proactive and reactive PR, integrated marketing communication and PR.
• Lesson 4: Organisation’s identity – a frame for PR. Definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product.
• Lesson 5: 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, specialization of company’s PR department (community relations, investor relations, media relations).
• Lesson 6: Crisis communication in PR. Principles of crisis management, what should be the objective of crisis management, 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 crisis situation.
• Lesson 7: Corporate social responsibility. Definition and evolution. Major personalities in CSR and philanthropy in Czech republic and in the world (H. Ford, T. Baťa, Josef Hlávka). Major characteristics of CSR concept, basic field of CSR (environmental, economical 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 of marketing communication, company’s reports on CSR. Case studies from 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).
• Lesson 8: Social media – native part of PR in new millenium – content, context, integrated communication and the business goals. Best practices, how to…
• Lesson 9: 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 vies of PR, discuss groups, reach of internet news, corporate publishing, annual reports – tool of investor relations, company’s media for clients and employees.
• Lesson 10: PR and lobbying and sponsoring. Lobbying in Czech and world practise, definition of sponsoring, sponsoring vs. donations, benefits of sponsoring, social sponsoring, professional approach to sponsoring, sponsorship plan, sponsorship in sports, other sponsored activities.
• Lesson 11: 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.
• Lesson 12: 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, Ethical codex of APRA, Stockholm charter, Ethical codes of IPRA, codes for clients. PR agencies ant their clients, internal running of PR agency, cooperation with PR agency, forms of remuneration of PR agencies.

Literature

recommended literature
• Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
• · 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.

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 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

Learning methods: 6 lectures and 6 workshops linked together. The course is concluded with an exam provided in written form. Concluding exam will consists of 10 questions, every question evaluated on the scale of 5 points. Students are able to gain 50 points maximum, to pass the course the necessary evaluation must be 30 points to get the mark 3 = good.

Language of instruction

English

Follow-Up Courses

• BA_EM Electronic Marketing

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

• Enrolment Statistics (recent)