N_TiM Press secretary

University of Finance and Administration
Winter 2013
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
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.
The course is also listed under the following terms Winter 2010, Winter 2011, Winter 2012, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2013, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2013/N_TiM