BA_PR_1 Public Relations 1

Vysoká škola finanční a správní
zima 2019
Rozsah
2/1/0. 10 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
Vadim Semenenko, Ph.D., MBA (cvičící)
Garance
Ing. Vilém Kunz, Ph.D.
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_1/cMCPH: každé sudé úterý 15:45–16:29 E223, každé sudé úterý 16:30–17:15 E223, kromě Út 26. 11. ; a St 27. 11. 15:45–17:15 E126, V. Semenenko
BA_PR_1/pMCPH: Út 14:00–14:44 E223, Út 14:45–15:30 E223, kromě Út 26. 11., kromě Út 3. 12. ; a Út 19. 11. 15:45–17:15 E223, St 27. 11. 14:00–15:30 E126, V. Semenenko
Předpoklady
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
After graduation of this course students should be able to orient themselves in the field of Public relations in for-profit and non-profit organizations. Students should be able to understand and to use all basic PR tools including press release and press conference. Student will know how to handle communication in crisis situations and how to communicate with journalists in the most effective way. Students will understand the role of PR in the system of brand building as well as the importance of controlled reputation in non-branded fields.
Výstupy z učení
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
Osnova
  • • Thematic blocks of the course: LECTURE 1: PR in Integrated Marketing Communication. Understanding the role and functions of PR in contemporary society. LECTURE 2: Main areas of public relations, internal and external PR. Introduction in Public Relations tools. LECTURE 3: Historical development of PR and its functions in society. LECTURE 4: Press release as the main traditional PR tool – writing, distribution, usage. LECURE 5: Press conference as a complex set of PR tools. LECTURE 6: Public opinion influencers and their role in corporate and government organizations. LECTURE 7: Organization Identity (corporate identity in organisations, PR framework). PR share of brand building. LECTURE 8: Crisis communication as a complex challenge for organizations and individuals. LECTURE 9: Manipulative practices in Public Relation. LECTURE 10: PR and politics. Public speaking. Political debates. LECTURE 11. PR plan, PR report, Measuring the effectiveness of PR. LECTURE 12: Corporate Social Responsibility (Main Characteristics of the CSR Concept, Basic CSR Areas).
Literatura
    povinná literatura
  • Avail in VSFS Library: ČERNÁ, Jitka, KAŠÍK, Milan, KUNZ, Vilém. Public relations. 2006. 94 s. ISBN 80-86754-65-0.
  • A Theory of Public Opinion. 2013. ISBN 9781412815017.
  • The Public Relations Handbook. 2012. ISBN 9780415598149.
  • Ethics in Marketing and Communications: Towards a Global Perspective. 2012. ISBN 9780230358553.
  • 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. 2nd ed. Hoboken, N.J.: John Wiley & Sons, c2010, xxx, 289 p. ISBN 0470547812.
    doporučená literatura
  • ŠVEHLA, Martin, KAŠÍK, Milan. Tiskový mluvčí: řízená komunikace s veřejností. 2014. 136 s. ISBN 978-80-7408-095-1.
  • · Coombs, Timothy - Holladay, Sherry J. (2008). It´s not just PR: Public Relations in Society. Wiley - Blackwell.
  • Bernays, Edward L. (2004). Public relations. Kessinger Publishers.
  • Gregory, Anne (2010). Planning and managing public relations campaigns: a strategic approach. Kogan Page
  • Wilcox, Dennis L. - Cameron, Glen T. (2009). Public Relations: Strategies and Tactics. Study Edition. Allyn & Bacon
  • Ihlen, Oyvind - van Ruler, Betteke - Fredriksson, Magnus (eds.) (2009). Public relations and social theory: key figures and concepts. Routledge
  • Mickey,Thomas J (2002). Deconstructing Public Relations: Public Relations Criticism. London: Routledge.
  • Curtin, Patricia A. - Gaither, Kenn T. (2007). International Public Relations. London: Sage.
  • Coombs, Timothy (2010). PR Strategy and application. Managing influence. Wiley - Blackwell.
  • Heath, Robert L. (2010). The SAGE Handbook of Public Relations. ISBN 9781412977807. London: Sage
  • KADERA, Michal, VLAČIHOVÁ, Alena. Lobbing, 2011. 88 s. ISBN 978-80-7408-053-1. 195 Kč
  • GREEN, Andy. Effective personal communication skills for public relations. Philadelphia: Kogan Page, 2006, xvii, 219 p. ISBN 9780749444075.
  • GREEN, Andy. Creativity in public relations. 3rd ed. Philadelphia: Kogan Page, 2007, xii, 244 p. ISBN 0749448237.
  • BARNES, Roscoe. Public relations made easy. Irvine, Calif.: Entrepreneur Press, c2007, xvii, 171 p. ISBN 1599180782.
Výukové metody
Course consists of lectures and workshops in PS (present study) and through controlled group consultancies in KS (combined study). Scope of compulsive attendance is 5/6 for workshops and 50% for lectures for PS, on controlled group consultancies in KS 50 %. Present study student have to attend 2 integrated learning sessions (lecture+workshop), where simulation studies will take place. Dates of integrated learning sessions will be provided on the first lecture. Students who wouldn’t be able to fulfil this scope of attendance may be ordered subsidiary study commitments (to prove that they are able to understand the course and lessons subjects and necessary competences to successfully graduate the course). The students may have to prepare cases for some lecture in advance.
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. Pass one in-class control assignment 3. Participate in 2 joined blocks where simulation assignment will be executed 4. Pass final written test The course is concluded with an exam provided in written form. The test will use 20 close questions with four possibilities to choose from. Each question will be waited differently for correct answer, depending on how difficult the question was. To pass the test at least 50% of the answers have to be correct. To pass the whole course student should succeed in all four requirements for course completion with total score of 60% from the possible maximum score to get E (3=good)
Vyučovací jazyk
Angličtina
Informace učitele
Students attending this course should besides recommended literature keep track with up-to-date PR trends and professional press – Strategie, Marketing & Media, and other professional websites. These issues will be discussed and more deeply analysed during the course.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2015, zima 2016, zima 2017, zima 2018, zima 2020, zima 2021.