VSFS:NA_PSec Press Secretary - Course Information
NA_PSec Press Secretary
University of Finance and AdministrationWinter 2017
- Extent and Intensity
- 1/1/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Martin Švehla (seminar tutor)
- Guaranteed by
- Ing. Martin Švehla
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS. - Timetable of Seminar Groups
- NA_PSec/cMC1PH: each even Monday 15:45–16:29 S14, each even Monday 16:30–17:15 S14, M. Švehla
NA_PSec/cMC2PH: each odd Monday 14:00–14:44 S24, each odd Monday 14:45–15:30 S24, M. Švehla
NA_PSec/pMCPH: each even Monday 14:00–14:44 S13, each even Monday 14:45–15:30 S13, M. Švehla - Prerequisites
- Basic orientation in public relations and communication
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- The course is focused on the profession of a spokesperson within a specific type of public relations called media relations. After completing the course students will have clear and well-founded understanding of possible positions of a spokesperson within an organization and of principles linked to their work.
- Learning outcomes
- The course is focused on practical skills of spokespersons such as establishing and developing contacts with the media and skills associated with written and spoken expression of ideas with an emphasis on efficiency. Students completing this course will be able to understand principles of evaluating a media image as well as understanding consequences of specific media manifestations. They will also understand the principles of reactivity and proactivity related to the work of a spokesperson and will be able to effectively use feedback from the media to support their own communication objectives.
- Syllabus
- 1. Spokesperson’s position within organizations, goals and principles of their work; 2. Media relations - basic definition; 3. Spokespersons activities within the framework of media relations; 4. Crisis communications and the principle of continuity; 5. Effectiveness writing - principles, basic rules and hints; 6. Principles and golden rules of speaking; 7. Spokesperson as a person publicly known; 8. Media monitoring, screening and audit; 9. Spokesperson leading an organizational unit; 10. History of spokespersons profession; 11. Legislation and codes of ethics linked to spokesperson’s activities; 12. Discussion on students essays and completion of the course
- Literature
- recommended literature
- Andy Green, Effective Personal Communication Skills for Public Relations :[electronic resource] /Andy Green. London :Kogan, ISBN: 978-0-7494-4407-5 (ebk.)
- Foster, John, Effective Writing Skills for Public Relations :[electronic resource] /4th ed. London :Kogan Page,ISBN: 978-0-7494-5109-7 (ebk.)
- Andy Green, Creativity in Public Relations :[electronic resource] /Andy Green. London :Kogan Page,20071 on-line resource, ISBN: 978-0-7494-4823-3 (ebk.)
- Michael Bland, Alison Theaker, Effective Media Relations :How to Get Results : [electronic resource] ISBN: 0-7494-4380-4 (ebk.)
- Teaching methods
- The subject is delivered in full-time study by 12 lectures of theory and practical examples. Teaching methods are generally based on interactive approach. Lecturing is supported by PowerPoint presentation, lecture tutorials are available, peer review and students will elaborate own worksheets - esays.
- Assessment methods
- Minimum compulsory attendance in full-time study is 80%. Students who fail to meet the mandatory scope of participation may be given extra study tasks during the semester (to an extent which will allow the demonstration of study results and competencies necessary for successful completion of the course). Students will be admitted to the oral exam only upon acquiring the course credit. Elaboration of a paper is a basic prerequisite. Paper topics: 1.Analysis of selected media case. 2. Spokesman on the current media market. Briefness and accuracy of the paper will be taken into account. Student may choose own paper topic upon agreement with the lecturer.
- Language of instruction
- English
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
- Enrolment Statistics (Winter 2017, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2017/NA_PSec