B_PR Public Relations

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Guaranteed by
Ing. Vilém Kunz, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_PR/cMMO: each odd Wednesday 8:45–9:29 M22, each odd Wednesday 9:30–10:15 M22, V. Kunz
B_PR/cM1PH: each odd Tuesday 10:30–11:14 E228, each odd Tuesday 11:15–12:00 E228, except Tue 5. 11. ; and Tue 3. 12. 14:00–15:30 E307, V. Kunz
B_PR/cM2PH: each even Tuesday 14:00–14:44 E227, each even Tuesday 14:45–15:30 E227, V. Kunz
B_PR/pMMO: each even Wednesday 8:45–9:29 M22, each even Wednesday 9:30–10:15 M22, each even Wednesday 10:30–11:14 M22, each even Wednesday 11:15–12:00 M22, V. Kunz
B_PR/pMPH: Tue 12:15–12:59 E007KC, Tue 13:00–13:45 E007KC, except Tue 5. 11. ; and Tue 19. 11. 14:00–15:30 E007KC, V. Kunz
Prerequisites
B_MaR Marketing
The requirement for the completion of this course is completion of the course B_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After finishing the course students will be well informed in the field of public relations, in the possibilities of using the wide range of PR tools, including the most modern ones (agenda setting, astroturfing, etc.). Students will be familiar with proactive approaches to gaining confidence of the general public (including the use of modern communication and information technologies in PR), they will be able to communicate in crisis situations. Students will understand the role of PR in the system of brand building, as well as the importance of controled reputation in unbranded branches.
Learning outcomes
Gained knowledge and skills can be utilized in all areas relating to effective use of techniques and means of public relations in organizations as well as in activities of communication agencies.
Syllabus
  • PŘEDNÁŠKA 1: Místo PR v integrované marketingové komunikaci PŘEDNÁŠKA 2: Chápaní role a funkcí PR v soudobé společnosti (reputace, obsah a přínos reputace) PŘEDNÁŠKA 3:Východiska pro chápání PR (veřejnost jako primární cílová skupina,veřejné mínění a společenské vědomí, image organizace) PŘEDNÁŠKA 4: Historický vývoj PR a jeho funkcí ve společnosti PŘEDNÁŠKA 5: Identita organizace (corporate identity v organizacích, rámec pro fungování PR) PŘEDNÁŠKA 6: Podíl PR na budování značky PŘEDNÁŠKA 7: Hlavní oblasti public relations, interní a externí PR PŘEDNÁŠKA 8: Nástroje public relations PŘEDNÁŠKA 9: Etika v public relations PŘEDNÁŠKA 10:Společenská odpovědnost podniků (hlavní charakteristiky konceptu CSR, základní oblasti CSR) PŘEDNÁŠKA 11: Manipulativní praktiky v public relations PŘEDNÁŠKA 12: Právní aspekty PR, legislativní rámec PR
Literature
    required literature
  • Kašík, M., Kunz, V., Černá, J.: Public relations – komunikace organizací. Praha: VŠFS – Eupress, 2006. ISBN 80-86754-65-0
  • Hejlová, D. Public relations. Grada, Praha: 2015, ISBN 978 – 80-247-5022-4
  • KUNZ, V. KAŠPAROVÁ, K. Moderní přístupy ke společenské odpovědnosti firem a CSR reportování. Praha : Grada Publishing, 2013., ISBN 978-80-247-4480-3.
    recommended literature
  • KOPECKÝ, L. Public relations - Dějiny - teorie - praxe -. Praha: Grada, 2013. ISBN 978-80-247-4229-8
  • Svoboda, V. Public relations moderně a účinně. Praha: Grada, 2009. ISBN 978-80 -247-2866-7
  • • L Etang, J.: Public relations: základní teorie, praxe, kritické přístupy. Praha: Portál, 2009. ISBN 978-80-7367-596-7
  • KUNZ, V. Společenská odpovědnost firem. Praha : Grada Publishing, 2012, ISBN 978-80-247-3983-0.
  • KADERA, M., VLAČIHOVÁ, A. Lobbing. Praha: VŠFS – EUPRES, ISBN 80–358–0754 -9.
  • Caywood, Clarke, L.: Public Relations – řízená komunikace podniku s veřejností. 1. vydání. Brno: Computer Press, 2003. ISBN-80-7226-886-4
  • Němec, P.: Integrovaná komunikace korporací. 1. vydání. Praha: VŠE, 2006. ISBN 80-245-1027-8
Teaching methods
The lesson is structured as a lecture/seminar in the full-time study program (a weekly allocation of 2 lectures + 1 seminar) and guided group consultations in the combined study programme (10). Obligatory lesson attendance: Obligatory seminar attendance in the full-time study program is the minimum of 75%; in guided group consultations in the combined study program it is 50%.Students who won’t meet participation requirements may be assigned additional educational tasks during the term (so that it would be possible to prove their educational results and acquired qualifications required to award the credit).
Students will be asked to follow (except required literature) current trends in the field of public relations, not only in professional press – Strategie, Marketing & Media, Marketing Magazíne, Trend Marketing, Marketing & Komunikace – but also on professional websites. These topical issues will be discussed and analysed.
Assessment methods
Oral or written examination in respect of 12 tematic block of the course.
Language of instruction
Czech
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 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2022, Winter 2023.
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