BA_PR_2 Public Relations 2

Vysoká škola finanční a správní
léto 2018
Rozsah
2/1/0. 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: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_PR_2/cMCPH: každé liché úterý 8:45–9:29 E128, každé liché úterý 9:30–10:15 E128, J. Šnajdar
BA_PR_2/pMCPH: Út 10:30–11:14 E128, Út 11:15–12:00 E128, J. Šnajdar
Předpoklady
BA_PR_1 Public Relations 1
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
The main aim of the course is to introduce students to the specifics in the application of public relations in various fields, both commercial and non-commercial (Enterprises of different size classes, different sectors of industry, education, sports, non-profit organizations, etc.). Particular emphasis will be placed on current PR techniques, on media relations as a basic means of implementing PR activities, which are manifested especially in the political field and which are related to the mentioned setting agenda (spin-doctors) and spin agendas). Students will also be acquainted with the specific part of PR - crisis communication, its main principles and strategies. Topics on very aggressive elements of influencing public opinion in favor of one group, will be discussed. An integral part of the subject will be practical exercises in the multimedia studio of VŠFS, where the students will get acquainted at least with the basics of writing written communications and audiovisual communications.
Výstupy z učení
The main aim of the course is to introduce students to the specifics in the application of public relations in various fields, both commercial and non-commercial (Enterprises of different size classes, different sectors of industry, education, sports, non-profit organizations, etc.). Particular emphasis will be placed on current PR techniques, on media relations as a basic means of implementing PR activities, which are manifested especially in the political field and which are related to the mentioned setting agenda (spin-doctors) and spin agendas). Students will also be acquainted with the specific part of PR - crisis communication, its main principles and strategies. Topics on very aggressive elements of influencing public opinion in favor of one group, will be discussed.
Osnova
  • Course curriculum: 1: Crisis Communication and steps of crisis management 2: Media planning and planning in PR 3: Tools and organization of public relations 4: Media analysis, the effectiveness of PR content analysis, trend analysis 5: Public relations and ethics, agencies and professional organizations 6: Corporate publishing, relationship with the client and agency 7: Public relations in liaison with the events and sales promotions 8: Concept Public Relations, objectives, strategic approaches, target groups, personnel and financial security 9: The use of PR in selected sectors and organizations specific procedures, methods and media relations public relations, differences between the applications 10: The specifics of PR in political marketing, fashion marketing and auto marketing 11: Online public relations. Traditional and new technologies in PR, new technologies in PR 12: PR through new media and social networks
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.) (http://web.b.ebscohost.com/ehost/detail/detail?sid=2e3f5f8a-ddf8-47c0-9e37-aad15817d5f0%40sessionmgr114&vid=0&hid=106&bdata=Jmxhbmc9Y
    doporučená literatura
  • Green, Andy. Creativity in Public Relations : [electronic resource] / Andy Green , London : Kogan Page, 2007 ISBN978-0-7494-4823-3(ebk.), (http://search.proquest.com/publication/105927/citation/7887E054D1E740C2PQ/14?accountid=37662)
  • Green, Andy. Effective Personal Communication Skills for Public Relations : [electronic resource] / Andy Green, London: Kogan Page, 2006, ISBN 978-0-7494-4407-5 (ebk.), (http://search.proquest.com/pqcentral/publication/105920/citation/298F67
  • 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.) (http://search.proquest.com/pqcentral/publication/105918/citation/298F67CFB
  • 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, ( http://search.proquest.com/docview/896133769?accounti
  • 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.
  • 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.)
  • 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.); (http://web.b.ebscoh
  • Barnes, Roscoe. Public relations made easy [Irvine, Calif.] : Entrepreneur Press, c2007, xvii, 171 s. ISBN 978-1-59918078-6 (brož.); 1-59918078-2 (brož.)
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.
Informace učitele
In addition to managed group consultations, it will be possible to contact the teacher in person or by email.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2016, léto 2017, léto 2019, léto 2020, léto 2021, léto 2022.