Course Information

N_TiM Press secretary

Extent and Intensity

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

Guaranteed by

PhDr. Petr Kopáček
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

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: Ivana Plačková

Timetable of Seminar Groups

N_TiM/cMMO: except Thu 1. 12. ; and Thu 6. 10. 8:45–9:29 M17, 9:30–10:15 M17, 10:30–11:14 M17, 11:15–12:00 M17, Thu 3. 11. 8:45–9:29 M17, 9:30–10:15 M17, 10:30–11:14 M17, 11:15–12:00 M17, Thu 1. 12. 8:45–9:29 M17, 9:30–10:15 M17, 10:30–11:14 M17, 11:15–12:00 M17, Thu 15. 12. 8:45–12:00 M17, P. Kopáček
N_TiM/cMPH: each even Wednesday 14:00–14:44 S11, each even Wednesday 14:45–15:30 S11, P. Kopáček
N_TiM/poMMO: each even Wednesday 10:30–11:14 M25, each even Wednesday 11:15–12:00 M25, each even Wednesday 12:15–12:59 M25, each even Wednesday 13:00–13:45 M25, P. Kopáček
N_TiM/pxMPH: each even Wednesday 10:30–11:14 S11, each even Wednesday 11:15–12:00 S11, each even Wednesday 12:15–12:59 S11, each even Wednesday 13:00–13:45 S11, P. Kopáček
N_TiM/vMPH: Fri 30. 9. 14:00–15:30 S24, 15:45–17:15 S24, Fri 14. 10. 14:00–15:30 S24, 15:45–17:15 S24, Fri 4. 11. 14:00–15:30 S24, 15:45–17:15 S24, Sat 19. 11. 14:00–15:30 E224, 15:45–17:15 E224, 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

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
• 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
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

N_TiM/cMPH: each odd Thursday 15:45–16:29 S13, each odd Thursday 16:30–17:15 S13, except Thu 30. 9. ; and Wed 13. 10. 15:45–17:15 S24, M. Švehla
N_TiM/pMPH: each odd Thursday 10:30–11:14 S13, each odd Thursday 11:15–12:00 S13, each odd Thursday 12:15–12:59 S13, each odd Thursday 13:00–13:45 S13, except Thu 30. 9. ; and Wed 13. 10. 12:15–13:45 S24, 14:00–15:30 S24, M. Švehla
N_TiM/vMMO: Sat 16. 10. 14:00–15:30 M17, 15:45–17:15 M17, 17:30–19:00 M17, Sat 6. 11. 14:00–15:30 M17, 15:45–17:15 M17, 17:30–19:00 M17, Fri 17. 12. 17:30–19:00 M26, 19:15–20:45 M26, M. Švehla
N_TiM/vMPH: Fri 15. 10. 17:30–19:00 S35, 19:15–20:45 S35, Fri 5. 11. 17:30–19:00 S33, 19:15–20:45 S33, Sat 20. 11. 14:00–15:30 E230, 15:45–17:15 E230, Sat 18. 12. 14:00–15:30 E225, 15:45–17:15 E225, M. Švehla

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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

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
• 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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

N_TiM/cMPH: each even Thursday 12:15–12:59 S23, each even Thursday 13:00–13:45 S23, except Thu 12. 11., except Thu 26. 11. ; and Thu 12. 11. 12:15–13:45 E223, Thu 26. 11. 12:15–13:45 S23, M. Švehla
N_TiM/pMPH: each even Thursday 8:45–9:29 S23, each even Thursday 9:30–10:15 S23, each even Thursday 10:30–11:14 S23, each even Thursday 11:15–12:00 S23, except Thu 12. 11., except Thu 26. 11. ; and Thu 12. 11. 8:45–10:15 E223, 10:30–12:00 E223, Thu 26. 11. 8:45–10:15 S23, 10:30–12:00 S23, M. Švehla
N_TiM/vMPH: Fri 2. 10. 17:30–19:00 S24, 19:15–20:45 S24, Fri 30. 10. 17:30–19:00 S33, 19:15–20:45 S33, Sat 14. 11. 14:00–15:30 S11, 15:45–17:15 S11, Fri 11. 12. 17:30–19:00 S33, 19:15–20:45 S33, M. Švehla

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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

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
• 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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Martin Švehla (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

N_TiM/cMMO: each even Thursday 8:45–9:29 M27, each even Thursday 9:30–10:15 M27, M. Tomčík
N_TiM/cM1PH: each even Thursday 15:45–16:29 S13, each even Thursday 16:30–17:15 S13, except Thu 12. 12. ; and Tue 10. 12. 12:15–13:45 S32, M. Švehla
N_TiM/cM2PH: each even Thursday 17:30–18:14 S13, each even Thursday 18:15–19:00 S13, except Thu 12. 12. ; and Tue 10. 12. 12:15–13:45 S32, M. Švehla
N_TiM/pMMO: each odd Wednesday 10:30–11:14 M27, each odd Wednesday 11:15–12:00 M27, M. Tomčík
N_TiM/pMPH: each even Thursday 14:00–14:44 S11, each even Thursday 14:45–15:30 S11, except Thu 12. 12. ; and Tue 10. 12. 10:30–12:00 S32, M. Švehla
N_TiM/vM2PH: Fri 1. 11. 17:30–19:00 S23, 19:15–20:45 S23, Sat 30. 11. 9:45–11:15 S23, 11:30–13:00 S23, M. Švehla
N_TiM/vM3PH: Fri 18. 10. 17:30–19:00 S11, 19:15–20:45 S11, Fri 29. 11. 14:00–15:30 S26, 15:45–17:15 S26, M. Švehla

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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

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
• 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

• N_MeA Media Analysis

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: 8 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMMO: each odd Tuesday 12:15–12:59 M14, each odd Tuesday 13:00–13:45 M14, V. Kunz
N_TiM/cM1PH: each even Thursday 12:15–12:59 S33, each even Thursday 13:00–13:45 S33, M. Švehla
N_TiM/cM2PH: each even Thursday 14:00–14:44 S33, each even Thursday 14:45–15:30 S33, M. Švehla
N_TiM/pMMO: each even Tuesday 12:15–12:59 M14, each even Tuesday 13:00–13:45 M14, V. Kunz
N_TiM/pMPH: each even Thursday 10:30–11:14 S32, each even Thursday 11:15–12:00 S32, M. Švehla
N_TiM/vM2PH: Sat 6. 10. 9:45–11:15 S26, 11:30–13:00 S26, Sat 3. 11. 14:00–15:30 S11, 15:45–17:15 S11, M. Švehla
N_TiM/vM3PH: Sat 20. 10. 9:45–11:15 S35, 11:30–13:00 S35, Sat 15. 12. 11:30–13:00 S11, 14:00–15:30 S11, M. Švehla

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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

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
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573

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

• N_MeA Media Analysis

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: 8 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cM1PH: each odd Monday 12:15–12:59 S14, each odd Monday 13:00–13:45 S14, M. Švehla
N_TiM/cM2PH: each odd Monday 10:30–11:14 S23, each odd Monday 11:15–12:00 S23, M. Švehla
N_TiM/pMPH: each even Monday 12:15–12:59 S32, each even Monday 13:00–13:45 S32, M. Švehla
N_TiM/uMPH: Tue 14. 11. 14:00–15:30 S11, 15:45–17:15 S11, Tue 28. 11. 14:00–15:30 S11, 15:45–17:15 S11, M. Švehla
N_TiM/vMMO: Sat 7. 10. 11:30–13:00 M26, Fri 3. 11. 14:00–15:30 M15, Fri 24. 11. 17:30–19:00 M27, Fri 15. 12. 17:30–19:00 M27, V. Kunz
N_TiM/vMPH: Sat 7. 10. 9:45–11:15 S11, 11:30–13:00 S11, Fri 20. 10. 15:45–17:15 S23, 17:30–19:00 S23, M. Švehla

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1

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
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• 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

• N_MeA Media Analysis

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: 8 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMPH: each odd Wednesday 15:45–16:29 S14, each odd Wednesday 16:30–17:15 S14, except Wed 21. 12. ; and Tue 6. 12. 15:45–17:15 S34, M. Švehla
N_TiM/pMPH: each odd Wednesday 14:00–14:44 S14, each odd Wednesday 14:45–15:30 S14, except Wed 21. 12. ; and Tue 6. 12. 14:00–15:30 S34, M. Švehla
N_TiM/uMPH: Tue 8. 11. 15:45–17:15 S11, 17:30–19:00 S11, Tue 15. 11. 17:30–19:00 S11, Tue 29. 11. 15:45–17:15 S11, 17:30–19:00 S11, M. Švehla

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.

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. 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
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1

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
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• 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

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMPH: each odd Monday 12:15–12:59 S24, each odd Monday 13:00–13:45 S24, M. Švehla
N_TiM/pMPH: each even Monday 12:15–12:59 S24, each even Monday 13:00–13:45 S24, except Mon 23. 11. ; and Mon 26. 10. 14:00–15:30 S14, M. Švehla
N_TiM/vMPH: Sat 31. 10. 14:00–15:30 S11, 15:45–17:15 S11, Fri 27. 11. 15:30–17:00 S35, 17:15–18:45 S35, Fri 11. 12. 13:45–15:15 S35, M. Švehla

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace, 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.

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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.

Literature

required literature
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1
• 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
• ŠVEHLA M., KAŠÍK M.: Tiskový mluvčí, řízená komunikace s veřejností

recommended literature
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

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

Teacher(s)

Ing. Martin Švehla (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMPH: each even Wednesday 14:00–14:44 S26, each even Wednesday 14:45–15:30 S26, M. Švehla
N_TiM/pMPH: each even Wednesday 12:15–12:59 S26, each even Wednesday 13:00–13:45 S26, M. Švehla
N_TiM/uMPH: Tue 11. 11. 15:45–17:15 S14, Tue 18. 11. 17:30–19:00 S14, Tue 25. 11. 17:30–19:00 S14, Tue 2. 12. 15:45–17:15 S14, Tue 9. 12. 17:30–19:00 S14, A. Vodrážka
N_TiM/vMPH: Sat 25. 10. 14:00–15:30 S13, Sat 8. 11. 9:45–11:15 S13, 11:30–13:00 S13, Sat 22. 11. 9:45–11:15 S13, 11:30–13:00 S13, M. Švehla

Prerequisites

Manage following objects: The 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

Acquainting students with the profession of a press secretary, especially within commercial enterprises and state administration institutions. Acquired knowledge can be used for the profession within mentioned types of organisations but also in management of entrepreneurial enterprises or state institutions where understanding the principles of practical communication with the public is vital. The course focuses on the profession of a press secretary and media relations activities as a specific segment of public relations. Thanks to this course students will be aware of various positions of press secretaries within organisations, the range of responsibilities and the principles of the job. The course also concerns practical activities of press secretaries, methods of establishing and maintaining contact with media, skills related to written and spoken communication, producing the communication message in media vehicles and technologies with an emphasis on the effectiveness of processes. Students should be able to understand principles of analyzing media image and effects of concrete ways of media use, principles of reactivity and proactivity within the work of press secretaries, and they should be able to use the feedback from media effectively 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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.

Literature

required literature
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2003, ISBN 80-7261-096-1
• SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. ISBN: ISBN 9788024728667
• ŠVEHLA M., KAŠÍK M.: Tiskový mluvčí, řízená komunikace s veřejností
• FTOREK, J.: Public relations jako ovlivňování mínění. Praha: Grada Publishing, 2007, ISBN 978-80-247-3926-7

recommended literature
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

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

• N_MeA Media Analysis

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.

N_TiM Press secretary

Extent and Intensity

1/1. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Martin Švehla (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)

Guaranteed by

PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMPH: each even Thursday 12:15–12:59 S23, each even Thursday 13:00–13:45 S23, M. Švehla
N_TiM/pMPH: each even Thursday 10:30–11:14 S23, each even Thursday 11:15–12:00 S23, M. Švehla
N_TiM/uMPH: Tue 1. 10. 15:45–17:15 S23, Tue 15. 10. 15:45–17:15 S14, Tue 12. 11. 15:45–17:15 S21, A. Vodrážka
N_TiM/vMPH: Fri 4. 10. 15:30–17:00 S14, Fri 18. 10. 12:00–13:30 S21, 13:45–15:15 S21, A. Vodrážka

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace, Public relations

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Acquainting students with the profession of a press secretary, especially within commercial enterprises and state administration institutions. Acquired knowledge can be used for the profession within mentioned types of organisations but also in management of entrepreneurial enterprises or state institutions where understanding the principles of practical communication with the public is vital. The course focuses on the profession of a press secretary and media relations activities as a specific segment of public relations. Thanks to this course students will be aware of various positions of press secretaries within organisations, the range of responsibilities and the principles of the job. The course also concerns practical activities of press secretaries, methods of establishing and maintaining contact with media, skills related to written and spoken communication, producing the communication message in media vehicles and technologies with an emphasis on the effectiveness of processes. Students should be able to understand principles of analyzing media image and effects of concrete ways of media use, principles of reactivity and proactivity within the work of press secretaries, and they should be able to use the feedback from media effectively 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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.

Literature

required 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

recommended literature
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

not specified
• Odborné časopisy: Marketing & Media, Strategie

Teaching methods

Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.

Assessment methods

Assessment methods: z (credit, 3 credits): The basic premise is processing credit hour study on the extent of 3-4 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.

Language of instruction

Czech

Follow-Up Courses

• N_MeA Media Analysis

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 6 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

1/1. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

PhDr. Martin Opatrný (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)

Guaranteed by

PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cM1PH: each odd Tuesday 14:00–14:44 S32, each odd Tuesday 14:45–15:30 S32, A. Vodrážka
N_TiM/cM23PH: each odd Tuesday 12:15–12:59 S32, each odd Tuesday 13:00–13:45 S32, A. Vodrážka
N_TiM/pMPH: each even Thursday 10:30–11:14 S24, each even Thursday 11:15–12:00 S24, A. Vodrážka
N_TiM/uM1aPH: Tue 2. 10. 17:30–19:00 S21, Tue 9. 10. 17:30–19:00 S21, Tue 16. 10. 17:30–19:00 S21, M. Opatrný
N_TiM/uM1bPH: Tue 30. 10. 14:00–15:30 S26, Tue 13. 11. 17:30–19:00 S26, 19:15–20:45 S26, M. Opatrný
N_TiM/vM2PH: Sat 8. 12. 14:00–15:30 S23, 15:45–17:15 S23, Fri 4. 1. 17:15–18:45 S23, A. Vodrážka
N_TiM/vM3PH: Fri 2. 11. 13:45–15:15 S23, 15:30–17:00 S23, Fri 7. 12. 12:00–13:30 S23, A. Vodrážka

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace, Public relations

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Acquainting students with the profession of a press secretary, especially within commercial enterprises and state administration institutions. Acquired knowledge can be used for the profession within mentioned types of organisations but also in management of entrepreneurial enterprises or state institutions where understanding the principles of practical communication with the public is vital. The course focuses on the profession of a press secretary and media relations activities as a specific segment of public relations. Thanks to this course students will be aware of various positions of press secretaries within organisations, the range of responsibilities and the principles of the job. The course also concerns practical activities of press secretaries, methods of establishing and maintaining contact with media, skills related to written and spoken communication, producing the communication message in media vehicles and technologies with an emphasis on the effectiveness of processes. Students should be able to understand principles of analyzing media image and effects of concrete ways of media use, principles of reactivity and proactivity within the work of press secretaries, and they should be able to use the feedback from media effectively 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. A press secretary as a public figure 8. Media monitoring, screening and audit 9. A press secretary heading an organizational department 10. The history of the press secretary profession 10. The legislation on the work of press secretaries and the ethical codes 12. Discussion about credit studies and concluding the course.

Literature

required 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

recommended literature
• DOČEKALOVÁ M.: Tvůrčí psaní pro každého. Grada Publishing 2011, ISBN 97880-247-1602-2
• TOMANDL, J.: Jak účinně oslovit média. Bizbooks 2011. 1. vydání, 296 stran. ISBN 9788025134573
• PHILLIPS, D.: Online public relations. Praha Grada Publishing 2004, ISBN 80-247-03068-8
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Media Relations není manipulace Praha: Ekopress, 2004, ISBN: 978-80-86119-43-4

not specified
• Odborné časopisy: Marketing & Media, Strategie

Teaching methods

Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.

Assessment methods

Assessment methods: z (credit, 3 credits): The basic premise is processing credit hour study on the extent of 3-4 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.

Language of instruction

Czech

Follow-Up Courses

• N_MeA Media Analysis

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 6 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

1/1. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

Mgr. Jan Martínek (seminar tutor)
Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMMO: each odd Monday 12:15–12:59 M21, each odd Monday 13:00–13:45 M21, J. Martínek
N_TiM/cMPH: each odd Wednesday 10:30–11:14 E000MM, each odd Wednesday 11:15–12:00 E000MM, M. Švehla
N_TiM/pMMO: each even Monday 12:15–12:59 M21, each even Monday 13:00–13:45 M21, J. Martínek
N_TiM/pMPH: each even Wednesday 10:30–11:14 E000MM, each even Wednesday 11:15–12:00 E000MM, M. Švehla
N_TiM/uMrPH: Tue 18. 10. 14:00–15:30 E000MM, Tue 25. 10. 14:00–15:30 E000MM, Tue 1. 11. 17:30–19:00 E000MM, M. Švehla
N_TiM/vMrPH: Fri 9. 12. 17:15–18:45 E000MM, Fri 6. 1. 13:45–15:15 E000MM, 15:30–17:00 E000MM, M. Švehla

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl kurzu: Cílem výuky je seznámit posluchače s profesí tiskových mluvčích, zejména v komerčních organizacích a v institucích státní správy. Získané znalosti bude možno využít nejen k výkonu této profese v uvedených typech organizací, ale také na dalších, zejména řídících pozicích v podnikatelských korporacích a ve státních úřadech, kde hraje chápání principů praktické komunikace s veřejností důležitou a zásadní roli. Posluchači budou mít z předcházejícího studia základní znalosti z oboru public relations, marketingu a reklamy. Zaměříme se proto výhradně na profesi tiskových mluvčích, jako na specifický výsek public relations. Na základě tohoto kurzu budou mít posluchači jasnou a zdůvodněnou představu o variantách postavení tiskových mluvčích v organizacích, o rozsahu odpovědností a principech této práce. Další část kurzu bude zaměřena na praktické činnosti tiskových mluvčích v oblasti media relations – od postupů při navazování a rozvíjení kontaktů s médii, až po dovednosti, související s psaným a mluveným vyjadřováním, formulováním v různých mediálních žánrech a technologiích. V této části kurzu bude kladen důraz na efektivnost práce tiskových mluvčích, uplatnění jejich osobních vloh a na konzistentnost osobností v této profesi. Pozornost bude věnována i principům vyhodnocování mediálního obrazu a důsledků konkrétních mediálních projevů, principům reaktivity a proaktivity v práci tiskových mluvčích a efektivnímu využívání zpětné vazby z médií pro podporu vlastních komunikačních cílů tiskových mluvčích.

Syllabus (in Czech)

• Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: PŘEDNÁŠKA 1: Postavení tiskových mluvčích v organizacích, cíle a principy jejich práce. PŘEDNÁŠKA 2: Media relations – základní vymezení. PŘEDNÁŠKA 3: Činnosti tiskových mluvčích v rámci media relations. PŘEDNÁŠKA 4: Krizová komunikace a princip kontinuity. PŘEDNÁŠKA 5: Zásady písemného vyjadřování zefektivňující kontakt s médii a institucemi. PŘEDNÁŠKA 6: Zásady a zlatá pravidla mluveného projevu. PŘEDNÁŠKA 7: Tiskový mluvčí jako osobnost veřejně známá. PŘEDNÁŠKA 8: Mediální monitoring, screening a audit. PŘEDNÁŠKA 9: Mluvčí v čele tiskového útvaru. PŘEDNÁŠKA 10: Historie profese tiskový mluvčí. PŘEDNÁŠKA 11: Legislativa a etické kodexy pro práci mluvčích. PŘEDNÁŠKA 12: Opakování a ukončení předmětu.

Literature

required literature
• FTOREK, J.: Public relations jako ovlivňování mínění. Praha: Grada Publishing, 2007
• SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2006
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2006
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Praha: Express, 2004

recommended literature
• Odborné časopisy: Marketing & Media, Strategie

Teaching methods (in Czech)

Forma výuky: přednášky, cvičení Rozsah povinné účasti ve výuce: Minimální povinná účast na cvičení v prezenčním studiu je 80%, na řízených skupinových konzultacích vkombinovaném studiu 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijné povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Metody hodnocení: z (zápočet, 3 kredity): Zápočtová studie; téma: 1. Analýza vybrané mediální kauzy nebo 2. Dobrý a špatný tiskový mluvčí na aktuálním mediálním trhu; rozsah 1 - 3 strany, možnost dohody o prezentaci nebo jiném tématu;

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: 6 hodin KS/semestr.

N_TiM Press secretary

Extent and Intensity

1/1. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

Mgr. Bc. Radka Burketová (seminar tutor)
Ing. Jitka Černá (seminar tutor)
Mgr. Jan Martínek (seminar tutor)
Ing. Martin Švehla (seminar tutor)

Guaranteed by

Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_TiM/cMMO: each odd Wednesday 8:00–8:44 M22, each odd Wednesday 8:45–9:29 M22, J. Černá
N_TiM/cM1PH: each odd Thursday 10:30–11:14 E000MM, each odd Thursday 11:15–12:00 E000MM, M. Švehla
N_TiM/cM2PH: each odd Thursday 14:00–14:44 E000MM, each odd Thursday 14:45–15:30 E000MM, M. Švehla
N_TiM/cM3PH: each odd Thursday 12:15–12:59 E000MM, each odd Thursday 13:00–13:45 E000MM, M. Švehla
N_TiM/pMMO: each even Wednesday 8:00–8:44 M22, each even Wednesday 8:45–9:29 M22, J. Černá
N_TiM/pMPH: each even Thursday 14:00–14:44 E306, each even Thursday 14:45–15:30 E306, M. Švehla
N_TiM/uM1aPH: Tue 9. 11. 19:15–20:45 E000MM, Tue 30. 11. 15:45–17:15 E000MM, 17:30–19:00 E000MM, M. Švehla
N_TiM/uM1bPH: Tue 9. 11. 17:30–19:00 E000MM, Tue 7. 12. 15:45–17:15 E000MM, 17:30–19:00 E000MM, M. Švehla
N_TiM/vMKL: Fri 19. 11. 17:15–18:45 K212, 19:00–20:30 K212, Fri 26. 11. 15:30–17:00 K212, R. Burketová
N_TiM/vMMO: Fri 8. 10. 17:15–18:45 M22, Fri 22. 10. 17:15–18:45 M22, Fri 10. 12. 17:15–18:45 M14, J. Martínek
N_TiM/vM2PH: Fri 8. 10. 13:45–15:15 E000MM, 15:30–17:00 E000MM, Fri 22. 10. 12:00–13:30 E000MM, M. Švehla
N_TiM/vM3PH: Fri 12. 11. 12:00–13:30 E000MM, Fri 10. 12. 13:45–15:15 E000MM, 15:30–17:00 E000MM, R. Burketová

Prerequisites (in Czech)

Zvládnutí předmětů Struktura marketingových komunikací, Reklama, Vývoj médií a Integrovaná marketingová komunikace

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl kurzu: Cílem výuky je seznámit posluchače s profesí tiskových mluvčích, zejména v komerčních organizacích a v institucích státní správy. Získané znalosti bude možno využít nejen k výkonu této profese v uvedených typech organizací, ale také na dalších, zejména řídících pozicích v podnikatelských korporacích a ve státních úřadech, kde hraje chápání principů praktické komunikace s veřejností důležitou a zásadní roli. Posluchači budou mít z předcházejícího studia základní znalosti z oboru public relations, marketingu a reklamy. Zaměříme se proto výhradně na profesi tiskových mluvčích, jako na specifický výsek public relations. Na základě tohoto kurzu budou mít posluchači jasnou a zdůvodněnou představu o variantách postavení tiskových mluvčích v organizacích, o rozsahu odpovědností a principech této práce. Další část kurzu bude zaměřena na praktické činnosti tiskových mluvčích v oblasti media relations – od postupů při navazování a rozvíjení kontaktů s médii, až po dovednosti, související s psaným a mluveným vyjadřováním, formulováním v různých mediálních žánrech a technologiích. V této části kurzu bude kladen důraz na efektivnost práce tiskových mluvčích, uplatnění jejich osobních vloh a na konzistentnost osobností v této profesi. Pozornost bude věnována i principům vyhodnocování mediálního obrazu a důsledků konkrétních mediálních projevů, principům reaktivity a proaktivity v práci tiskových mluvčích a efektivnímu využívání zpětné vazby z médií pro podporu vlastních komunikačních cílů tiskových mluvčích.

Syllabus (in Czech)

• Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: PŘEDNÁŠKA 1: Postavení tiskových mluvčích v organizacích, cíle a principy jejich práce. PŘEDNÁŠKA 2: Media relations – základní vymezení. PŘEDNÁŠKA 3: Činnosti tiskových mluvčích v rámci media relations. PŘEDNÁŠKA 4: Krizová komunikace a princip kontinuity. PŘEDNÁŠKA 5: Zásady písemného vyjadřování zefektivňující kontakt s médii a institucemi. PŘEDNÁŠKA 6: Zásady a zlatá pravidla mluveného projevu. PŘEDNÁŠKA 7: Tiskový mluvčí jako osobnost veřejně známá. PŘEDNÁŠKA 8: Mediální monitoring, screening a audit. PŘEDNÁŠKA 9: Mluvčí v čele tiskového útvaru. PŘEDNÁŠKA 10: Historie profese tiskový mluvčí. PŘEDNÁŠKA 11: Legislativa a etické kodexy pro práci mluvčích. PŘEDNÁŠKA 12: Opakování a ukončení předmětu.

Literature

required literature
• FTOREK, J.: Public relations jako ovlivňování mínění. Praha: Grada Publishing, 2007
• SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2006
• BAJČAN, R.: Techniky public relations aneb jak pracovat s médii. Praha: Management Press, 2006
• VĚRČÁK, V., GIRGAŠOVÁ J., LIŠKAŘOVÁ, R.: Praha: Express, 2004

recommended literature
• Odborné časopisy: Marketing & Media, Strategie

Teaching methods (in Czech)

Forma výuky: přednášky, cvičení Rozsah povinné účasti ve výuce: Minimální povinná účast na cvičení v prezenčním studiu je 80%, na řízených skupinových konzultacích vkombinovaném studiu 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijné povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Metody hodnocení: z (zápočet, 3 kredity): Zápočtová studie; téma: 1. Analýza vybrané mediální kauzy nebo 2. Dobrý a špatný tiskový mluvčí na aktuálním mediálním trhu; rozsah 1 - 3 strany, možnost dohody o prezentaci nebo jiném tématu;

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: 6 hodin/semestr.

• Enrolment Statistics (recent)