BA_PR_2 Public Relations 2

Vysoká škola finanční a správní
léto 2021
Rozsah
2/1/0. 12 hodin KS/semestr. 7 kr. Ukončení: zk.
Vyučující
Vadim Semenenko, Ph.D., MBA (cvičící)
Garance
Vadim Semenenko, Ph.D., MBA
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná
Rozvrh seminárních/paralelních skupin
BA_PR_2/cMCPH: každé liché úterý 10:30–11:14 E125, každé liché úterý 11:15–12:00 E125, V. Semenenko
BA_PR_2/pMCPH: Po 8:45–9:29 E223, Po 9:30–10:15 E223, kromě Po 8. 2. ; a Po 12. 4. 14:00–15:30 E224, V. Semenenko
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 prepare students for effective use of PR ain the place of their potential employment, effective communication with internal and external PR units and for employment as PR specialists . Students will learn sophisticated concepts of building relationships with journalists, collegues from PR industry, public influencers, organizations and wide public. Another aim is in-depth learning of specific fields of public communication, such as financial communication, political campaigning, government relations and public communication in specific industries, such as heavy industry production, IT industry, education, sports, medical treatment or charity organizations. An integral part of the subject will be practical exercises in the form of creative campaign simulation.
Výstupy z učení
The main aim of the course is to prepare students for effective use of PR ain the place of their potential employment, effective communication with internal and external PR units and for employment as PR specialists . Students will learn sophisticated concepts of building relationships with journalists, collegues from PR industry, public influencers, organizations and wide public. Another aim is in-depth learning of specific fields of public communication, such as financial communication, political campaigning, government relations and public communication in specific industries, such as heavy industry production, IT industry, education, sports, medical treatment or charity organizations.
Osnova
  • • Course curriculum: Lecture 1: Business ethics and Public Relations, ethical and not ethical PR. Lecture 2: Specifics of political communication. Functioning of Press Offices. Correlation between the quality of political communication and the level of democracy. Lecture 3: PR in charity organizations. How to run fundraising campaign. Lecture 4: Specifics of financial communication – financial reporting and issues of transparency. Lecture 5: PR and the art of public speaking. Preparing a perfect presentation. Lecture 6: Unethical PR, dirty practices – how to use and how to protect yourself and your organization. Lecture 7: SMM and PR. Current condition and key challenges in social networks campaigning. Lecture 8: How to build and maintain relationships with journalists. Lecture 9: Public Relations and cross-cultural learning. The challenges of PR in multicultural environment. Lecture 10: Building of individual image and reputation. Lecture 11: Legal aspects of PR. GDPR. Lecture 12: Revising the most important concepts from PR_1 course.
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
To get the credit the students have to: 1. Prepare one written assignment and a presentation on agreed topic during the workshops 2. Participate in 2 joined blocks where simulation assignment will be executed 3. Pass final oral exam The course is concluded with an oral exam. Students will be familiar with exam questions in advance. To pass the whole course student should succeed in all three requirements for course completion with total score of 60% from the possible maximum score to get E (3=good)
Vyučovací jazyk
Angličtina
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 2018, léto 2019, léto 2020, léto 2022.