VSFS:BA_PSec Press Secretary - Informace o předmětu

BA_PSec Press Secretary

Rozsah

2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Petr Kopáček (cvičící)

Garance

PhDr. Petr Kopáček
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová

Rozvrh seminárních/paralelních skupin

BA_PSec/cMCPH: Po 17:30–18:14 E305, P. Kopáček
BA_PSec/pMCPH: Po 15:45–16:29 E305, Po 16:30–17:15 E305, P. Kopáček

Předpoklady

Knowledge of general marketing communication

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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. They 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.

Výstupy z učení

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. They 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.

Osnova

Outline: 1. Spokesperson’s position within organizations, goals and principles of their work, ethic and legislation; 2. Media relations - basic definition; 3. Spokespersons activities within the framework of media relations, PR agencies; 4. Media market in the Czech Republic 5. Effectiveness of communication (written) - principles, basic rules and hints; 6. Principles and golden rules of speaking; 7. Online communication and influencers; 8. Spokesperson - cooperation inside institution - internal communication; 9. Media monitoring, evaluation PR; 10. Media events; 11. Crisis communications and the principle of continuity; 12. Discussion on students essays and completion of the course;

Výukové metody

Class discussions, group projects, presentations

Metody hodnocení

Assessment methods: z/ZK: 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 a preparing several tasks. To pass the exam student has to demonstrate speaking skills by preparing written essay.

Vyučovací jazyk

Angličtina

Informace učitele

Recommended literature: McQUAIL, Denis: Mass Communication Theory An Introduction SCOTT, David Meerman: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly Audio CD – Unabridged, July 1, 2009 ŠVEHLA Martin a Milan KAŠÍK. Tiskový mluvčí, řízená komunikace s veřejností. Praha: VŠFS, Eupress, 2014. ISBN 978-80-7408-095-1 BLATTENBAUER, Karen Jayne: How to Be a Media Darling DIETRICH, GINI: Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-tech) Paperback – February 25, 2014 PHILLIPS, Brad: The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview

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