B_PR Public Relations

University of Finance and Administration
Summer 2014
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Miloslava Kykalová (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: Květoslava Dolejšová
Timetable of Seminar Groups
B_PR/cMMO: each odd Thursday 8:45–9:29 M26, each odd Thursday 9:30–10:15 M26, V. Kunz
B_PR/cM1PH: each odd Tuesday 17:30–18:14 E126, each odd Tuesday 18:15–19:00 E126, M. Kykalová
B_PR/cM2PH: each even Wednesday 19:15–19:59 E128, each even Wednesday 20:00–20:45 E128, M. Kykalová
B_PR/cM3PH: each odd Wednesday 19:15–19:59 E128, each odd Wednesday 20:00–20:45 E128, M. Kykalová
B_PR/pMMO: Mon 10:30–11:14 M26, Mon 11:15–12:00 M26, V. Kunz
B_PR/pMPH: Wed 17:30–18:14 E007KC, Wed 18:15–19:00 E007KC, M. Kykalová
B_PR/uMKL: Tue 18. 3. 19:15–20:45 K311, Tue 1. 4. 17:30–19:00 K311, 19:15–20:45 K311, Tue 15. 4. 17:30–19:00 K311, 19:15–20:45 K311, M. Kykalová
B_PR/uMPH: Tue 18. 2. 17:30–19:00 E129, 19:15–20:45 E129, Tue 25. 2. 19:15–20:45 E129, Tue 4. 3. 17:30–19:00 E129, 19:15–20:45 E129, M. Kykalová
B_PR/vMMO: Fri 14. 3. 13:45–15:15 M15, 15:30–17:00 M15, Fri 11. 4. 13:45–15:15 M27, 15:30–17:00 M27, Fri 25. 4. 12:00–13:30 M27, V. Kunz
B_PR/vMPH: Fri 14. 2. 17:15–18:45 E128, Fri 28. 2. 17:15–18:45 E227, Fri 14. 3. 17:15–18:45 E227, Fri 28. 3. 17:15–18:45 E227, Fri 11. 4. 17:15–18:45 E227, M. Kykalová
Prerequisites
Successful finishing of prerequisites to subject B_PR_1. 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.
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.
Syllabus
  • Syllabus 1. History of public relations (PR), development of the term public relations and its functions in society, historical excursion, roots of public relations, PR as a socio-political tool, PR as a function of management in firms and organizations, PR as a tool of media relations, PR as a tool of marketing communication and a part of marketing mix, PR as a part of commercial activities of media, PR until the World War II:, PR in the Czech Republic until 1989 2. PR in the present days, theory and methodology, methodological definition of PR, PR today – basis of PR, definition of PR, principles of functioning of PR, importance of PR in modern society, character of PR in the present days (agenda setting), role of PR in the system of brand building, controlled reputation in unbranded branches 3. PR as a part of communication, definition and importance of communication, communication process, communication of organizations, forms of communication, communication channels, communication in international environment, information technology and its influence on communication, proactive and reactive PR, integrated marketing communication and PR 4. Identity of an organization – the base for PR functioning, definition of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product 5. Organization of PR in firms, current development of PR in firms, new environment and its influence on firms, arrival of integrated marketing communication, PR as a part of procedural firm management, integration of relationships in an organization, external PR, internal PR, specialization in PR (community relations, investor relations, media relations) 6. Crisis communication in PR, basis of crisis management, objectives of crisis management, symmetry of crisis communication, crisis communication in PR, pressure groups, crisis plan, preparation of crisis plan, creation and structure of crisis plan, causes of crisis, types of crisis, methods of risk analysis, reaction to a crisis situation 7. Corporate social responsibility, definition and development of CSR, important personalities in the field of PR and corporate philanthropy in the Czech Republic and in the world (e.g. J.Hlávka, H.Ford, T.Baťa), basic characteristics of CSR, basic areas of CSR (environmental, economic and social pillar), related concepts (corporate philanthropy, corporate citizenship, business ethics), pros and cons of CSR (M.Friedman’s critics, R.Reich’s critics), benefits of CSR for firms, theory and division of stakeholders, CSR as a tool of marketing communication, corporate information about CSR, CSR in the Czech Republic and in the world, case studies (e.g. ČSOB, T-mobile, AGC group, Czech Coal group, Severočeské Doly), institutions supporting CSR in the Czech Republic and their roles (BLF, Fórum Dárců) 8. The general public and working with the public, inner and outer public, conscious and unconscious public, leaders of public opinion, system relations, interest relations, public opinion, target group, stakeholders, how to lead a dialogue with the public, publicizing of a problem, trend life cycle, trend analysis, issues life cycle, procedures in issue management, content analysis as a tool of strategic management of communication with the public 9. Tools of public relations, relations integration in an organization, human relations, media relations, tools of media relations, public affairs, astroturfing, audiovisual and spatial forms of PR, online PR, mapping and monitoring of activities in cyberspace, addressing the public and internal users via web sites, content of a web site from the point of view of PR, discussion groups and how to penetrate them, the range of internet news, corporate publishing, annual reports as a tool of investor relations, magazines for customers, magazines for empoyees 10. PR, lobbying and sponsoring, lobbying, lobbyists, lobbying in the Czech Republic and in the world, definition of sponsoring, sponsoring x donation, advantages of sponsoring, social sponsoring, professional approach to sponsoring, sponsor’s plan, sponsoring in sports, other sponsored branches 11. Planning and strategy of PR campaigns, measuring of effectiveness of PR, situational analysis, target fixing, determining of strategic ways, identification of target groups, measures proposal, financial and personnel protection, creating of time schedules, realisation, evaluation, feedback, effectiveness measuring of PR and its limits, case studies of PR actions in practice of Czech and international organizations 12. Professional associations in PR and their roles, PR and ethics, organizations – Asociace Public Relations Agentur (APRA), International Public Relations Association (IPRA), ethics, ethical principles and how PR organizations are in complience with them, ethical codes of PR associations, ethical code of APRA, Stockholm charter, ethical code of IPRA, ethical codes of contract owners, PR agencies and contract owners, internal functioning of agencies, cooperation with PR agencies, ways of rewarding of PR agencies
Literature
    required literature
  • Kašík, M., Kunz, V., Černá, J.: Public relations – komunikace organizací. Praha: VŠFS – Eupress, 2006. ISBN 80-86754-65-0
  • Svoboda, V.: Public relations moderně a účinně. Praha: Grada, 2006. ISBN 80-247-0564-8
  • KUNZ, V. KAŠPAROVÁ, K. Moderní přístupy ke společenské odpovědnosti firem a CSR reportování. Praha : Grada Publishing, 2013., ISBN 978-80-247-4480-3.
  • KADERA, M., VLAČIHOVÁ, A. Lobbing. Praha: VŠFS – EUPRES, ISBN 80–358–0754 -9.
    recommended literature
  • • KOPECKÝ, L. Public relations - Dějiny - teorie - praxe -. Praha: Grada, 2013. ISBN 978-80-247-4229-8
  • 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
  • L Etang, J.: Public relations: základní teorie, praxe, kritické přístupy. Praha: Portál, 2009. ISBN 978-80-7367-596-7
  • • CHALUPA, R. Efektivní krizová komunikace - pro všechny manažery a PR specialisty. Praha: Grada, 2012. ISBN 978-80-247-4234-2
  • Ftorek, J.: Public relations a politika. Praha: Grada, 2010. ISBN 978-80-247-33-760
  • Ftorek, J.: Public relations jako ovlivňování mínění. Praha: Grada, 2007. ISBN 978-80-247-1903-0
  • Bajčan, R.: Techniky public relations aneb jak pracovat s médii. 1. vydání. Praha: Management Press, 2003. ISBN-80-7261-096-1
  • McQUAIL, Denis. Úvod do teorie masové komunikace. První vydání. Praha: Portál, 1999. ISBN-80-717-8200-9.
  • • PHILIPS, D. Online public relations. Praha: Grada Publishing, 2003. ISBN-80-247-0368-8.
  • DE PELSMACKER, P., GEUENS, M., VAN DEN BERGH , J.: Marketingová komunikace. Grada Publishing, 2003. ISBN – 80-247-0254-1.
  • KUNZ, V. Společenská odpovědnost firem. Praha : Grada Publishing, 2012, 208 str. ISBN 978-80-247-3983-0.
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. 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).
Assessment methods
6 lectures and 6 seminars.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2011, summer 2012, Winter 2012, Summer 2013, Summer 2015, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Summer 2014, recent)
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