BA_PR_2 Public Relations 2

Vysoká škola finanční a správní
léto 2016
Rozsah
2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Jiří Šnajdar (cvičící)
Garance
Ing. Jiří Šnajdar
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec
Rozvrh seminárních/paralelních skupin
BA_PR_2/cMCPH: každé liché úterý 14:00–14:44 E304, každé liché úterý 14:45–15:30 E304, kromě Út 1. 3. ; a Út 23. 2. 14:00–15:30 E304, J. Šnajdar
BA_PR_2/pMCPH: Út 15:45–16:29 E122, Út 16:30–17:15 E122, J. Šnajdar
Předpoklady
The condition for the completion of this course is completion of the course BA_PR_1
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Public relations today is one of the most important and most used tools of integrated marketing communications and since it is based on the fundamental objective of study: clarify the theoretical and practical level, the importance of integrating marketing communication tools just in this communication activity (PR especially in combination with advertising and personal selling), handle basic methodological aspects of PR and basic skills formation of PR communication. After completing the course, students should understand the issue of PR, the possibilities of using a range of instruments in public relaitons, including the latest (agenda setting, astroturfing, etc.). Students will know not only proactive approaches to gaining the trust of the general public (including the use of modern communication and information technology in the PR), but for example as well how to handle communications in a crisis situations. An integral part of the course will be practical exercises in the multimedia studio VSFS, where students learn at least the basics of written communication and audiovisual communication.
Osnova
  • Lecture 1: Crisis Communication via PR Disclosure of crisis management, what crisis management seeks, symmetry crisis communications, crisis communications inside PR, crisis management and conflict management, strategic approach to crisis situations. Legal aspects of PR (slander and insult, defamatory, prevention and avoidance of conflicts).

    Lecture 2: Media planning and planning in PR. Strategic and tactical measures, situation analysis, objectives, vision and mission, the context of marketing and marketing communications. The determination of strategic routes, strategic planning, basic elements of the PR plan, identification of target groups, the draft measures and the most common tools. Printing, new release, radio, TV, weblog, webcasting, speeches, writing speeches, presentation skills, interviews, press conferences, events. The financial and staffing, schedule creation, implementation, evaluation, feedback, measuring the effectiveness of PR and its limits. PR campaigns and their phase, case studies of PR actions in practice.

    Lecture 3: Tools and organization of public relations. Integration of relationships in the organization, the main activity of PR, human relations, media relations, tools, media relations, public affairs, astroturfing, audio-visual and spatial forms of PR. Online public relations, mappings and monitor their own activities in cyberspace, addressing public and internal users through the Web site content in terms of PR. Discussion groups and penetration into them reach of Internet news, corporate publishing, annual reports - a tool investor relations, customer magazines, magazines for employees.

    Lecture 4: Media analysis, the effectiveness of PR content analysis, trend analysis, use of media analysis, possibilities and limits of media analysis, content analysis as a tool for strategic management of communication with the public. Media image of companies, products, services - evolution over time, compared to the competition; Reflection media campaigns - a total media footprint x implemented PR activities, information for the entry of the company into the market - streamlining information available, controversial topics, opinion leaders, opinion influencer.

    Lecture 5: Public relations and ethics, agencies and professional organizations. Ethics and the possible risks arising from PR activities. Ethical principles and respect for their PR agencies, PR association codes of ethics, code of ethics APRA, the law on advertising and relationship to the ethical code of advertising. Stockholm Charter, Code of Ethics APRA codes for contracting authorities. PR agencies and contracting entities, the internal operation of the agency, working with PR agencies, PR agencies rewarding ways.

    Lecture 6: Corporate publishing, relationship with the client and agency. Annual reports - a tool investor relations, magazines for customer, magazines for employees, CSR reporting and its role for a comprehensive and credible communication of stakeholders, other publications, production of annual reports, magazines and other publications, advertising as a means of PR. Building Relationships enterprise / organization agencies. The role of the budget for PR events.

    Lecture 7: Public relations in liaison with the events and sales promotions. Basic differences between PR and sales promotion (in terms of reaching the target groups, the effectiveness of addressing, in terms of resources and budget). Public relations in the organization of events (trade fairs) and the use of event action at the presentation of the new product, granting significant award, the practical integration of PR with sales promotion events (event loyalty, customer loyalty).

    Lecture 8: Concept Public Relations, objectives, strategic approaches, target groups, personnel and financial security. Traditional marketing planning, addressing various target groups, a metric CPT affinity.

    Lecture 9: The use of PR in selected sectors and organizations specific procedures, methods and media relations public relations, differences between the applications. PR in profit organizations industry, finance, hospitality and tourism, sport, and non-profit organizations government, local government, culture.

    Lecture 10: The specifics of PR in political marketing, fashion marketing and auto marketing. Election program product, voters and their segmentation. Underline the fundamental importance of PR - public relations 1776 - Jefersson, election campaigns and their effectiveness, basic mechanisms of political marketing. Fashion trends and branded goods.

    Lecture 11: Online public relations. Traditional and new technologies in PR, new technologies in PR, mapping and monitoring their own activities in cyberspace, functions and benefits of PR online communication forms PR online, the Internet and the World Wide Web, addressing public and internal users through the Web site content from the perspective of PR , newsgroups and penetration into them, social networks, blog and promoting brands, podcast, video - podcasts, mobile services and Internet reach.

    Lecture 12: PR through new media and social networks. Web.1.0 and Web 2.0, personal and corporate sites, use Facebook, Twitter and other networks, etc.
Literatura
    povinná literatura
  • Riel, C. B. M. van. ,Fombrun, Charles J. Essentials of corporate communication [electronic resource] : implementing practices for effective reputation management / Cees B.M. van
  • Riel and Charles J. Fombrun, London ; New York : Routledge, 2007. 1 online resource (xvi, 306 p.) : ISBN 9780203390931 (electronic bk.); 0203390938 (electronic bk.)
    doporučená literatura
  • Green, Andy. Effective Personal Communication Skills for Public Relations : [electronic resource] / Andy Green, London : Kogan Page, 2006, ISBN 978-0-7494-4407-5 (ebk.),
  • Patten, Dave. How to Market Your Business : a Practical Guide to Advertising, PR, Selling and Direct and Online Marketing / Dave Patten, London : Kogan Page, 2008, ISBN 9780749453671
  • Theaker, Alison.; The public relations handbook [electronic resource] / edited by Alison Theaker, 4th ed., Abingdon, Oxon ; New York, NY : Routledge, 2012. ISBN 9780203804827 (electronic bk.); 0203804821 (electronic bk.);
  • McCusker, Gerry. Public relations disasters : talespin : inside stories & lessons learnt Gerry McCusker, London Philadelphia : Kogan Page, c2005, viii, 327 s, ISBN 978-0-7494-4572-0 (brož.)
  • Green, Andy. Creativity in Public Relations : [electronic resource] / Andy Green , London : Kogan Page, 2007 ISBN 978-0-7494-4823-3 (ebk.),
  • Barnes, Roscoe. Public relations made easy [Irvine, Calif.] : Entrepreneur Press, c2007, xvii, 171 s. ISBN 978-1-59918078-6 (brož.); 1-59918078-2 (brož.)
  • Scott, David Meerman. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly / David Meerman Scott, Hoboken, N. J. : John Wiley & Sons, c2010, 2nd ed. xxx, 289 s.
  • Foster, John. Effective Writing Skills for Public Relations : [electronic resource] / John Foster, London : Kogan Page, 2008, 4th ed ISBN 978-0-7494-5109-7 (ebk.)
Výukové metody
Lectures and seminars in full-time study, compulsory seminar participation is 75% in full-time study.
Metody hodnocení
Active participation and a final seminar paper, including exam consisting of a written and oral section on the issue. Test questions are based on the topics of lectures, study literature and presentation materials.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2017, léto 2018, léto 2019, léto 2020, léto 2021, léto 2022.