Course syllabus PR - Public Relations (ŠAVŠ - WS 2017/2018)

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Course title:
Public Relations
WS 2017/2018
Course supervisor:
Supervising department:
Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration:
Bachelor state examination
Time allowance:
full-time, 1/2 (hours of lectures per week / hours of seminars per week)
Type of study:
Form of teaching:
Mode of completion and credits:
Classified fulfillment of requirements (5 credits)
Course objective:
Explanation and a thorough analysis of a selected marketing communication tool -Public Relations. Getting acquainted with basic issues, means and forms applied in the relations with public. Acquirement of basic skills in media relations, internal and crisis communication, sponsorship and public affairs.
Course methods: Active work at the seminar, including the search for solution of a particular project
Course content:
1.History and Present in Public Relations (allowance 0/2)
Definitions, historical development
b.Current situation in CZ and World

Basic PR issues (allowance 0/2)
Public, public opinion, target group
Mass communication
Company culture, ethics

3.PR Aims and Functions (allowance 0/2)
a.Image, company identity
PR as a tool of company managing
PR and related disciplines

Means and forms of PR (allowance 0/2)
Means and forms of individual and group activities
Tools of internal and external communication

Media Relations (allowance 0/2)
Techniques of building relations with media
Press releases, conferences, interviews
Principles of media communication

6.Communication in Conflicting and Critical Situations (allowance 0/2)
Crisis Types
Crisis communication scenario
c.Crisis communication with media

Strategic Communication (allowance 0/2)
a.Importance of Public Affairs
Lobbying and government relations
c.Effect of strategy on PR creation

Internal Communication (allowance 0/2)
Tools of internal PR and suitable media
Company magazines

Other PR Forms (allowance 0/2)
Event marketing

10.Presentation and Defence of PR Project (allowance 0/2)
Learning outcomes and competences:
After completing the course, student:
Adequately implements a written PR plan into a media release and realization of a press conference
-Based on proper understanding of the social context of PR, the student is able to develop suitable CSR programs accross society and in line with ethical standards.
Handles principles and techniques of crisis communication and issues management, is able to effectively pursue short-term and long-term steps to mitigate crisis
Has a command of relevant methods (SWOT, causal analysis, survey), which they apply to formulate a PR strategy

Teaching methods and workload (hours of workload):
Type of teaching method
Daily attendance
Direct teaching
     Attendance of courses/seminars/tutorials24 h
     Consultations with teacher (part-time form of study)
0 h
     Course reading and ongoing preparation28 h
     Composing of individual (seminar) work38 h
     Composing of presentation
14 h
Total104 h
Assessment methods:
Requirement type
Daily attendance
Active lecture/seminar/workshop/tutorial participation
15 %
Term paper
50 %
Presentation20 %
Mid-term test(s)
15 %
100 %
Course completion:
Course is pass/fail type. Points are allocated according to the following rule:
- Activity at the seminar (15 p.)
- Midterm test (15 p.)
- Elaboration of a comprehensive PR project on a given topic (50 p.)
- Presentation of the final project (20 p.)

It is neccessary to get 60 points at least to pass.
Support for combined/distance forms of study:
-- item not defined --
Reading list:
Language of instruction: Czech
SVOBODA, V. Public relations moderně a účinně.: 2., aktualizované a doplněné vydání. 2nd ed. Praha: GRADA, 2009. ISBN 978-80-247-2866-7.

CAYWOOD, C. Public relations - řízená komunikace podniku s veřejností. Brno: Computer Press, 2003. ISBN 80-7226-886-4.
BENTELE, G. -- SZYSKA, P. -- FRÖLICH, R. Handbuch der Public Relations.: Wissenshaftliche Grundlagen und berufliches Handeln. Mit Lexikon. 2nd ed. Wiesenbaden: VS Verlag für Sozialwisseschaften, 2008. 644 p. ISBN 978-3-531-33755-5.
KUNCZIK, M. Public Relations. Hamburg: UTB GmbH, 2010. 519 p. ISBN 3-8252-2277-2.
SIMMELBAUER, E. -- PETERS, S. -- FRÖHLICH, R. Public Relations. Daten und Fakten der geschlechtsspezifischen Berufsfeldforschung. München: Oldenbourg Wissenschaftsverlag, 2005.
FISCHER, T E. Unternehmenskommunikation und Neue Medien.: Das neue Medium Weblogs und seine Bedeutung fur die Public-Relations-Arbeit. 1st ed. Wiesbaden: Deutscher Universitats-Verlag, 2006. ISBN 978-3-8350-0344-6.
Language of instruction: Czech
FTOREK, J. Public relations jako ovlivňování mínění.: Jak úspěšně ovlivňovat a nenechat se zmanipulovat. 3rd ed. Praha: Grada Publishing, a.s., 2012. ISBN 978-80-247-3926-7.

Study plans:
Field of study N-EM-MAR Marketing Management in the Global Environment, full-time form, initial period SS 2016/2017, place of teaching Mladá Boleslav
Field of study N-EM-MAR Marketing Management in the Global Environment, full-time form, initial period WS 2017/2018, place of teaching Mladá Boleslav
Run in the period of:
WS 2020/2021, SS 2019/2020, WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018 (and older)
Course tutor:
Teaching language: Czech
Mladá Boleslav

Last modification made by Ing. Zuzana Hejhalová on 10/05/2017.

Type of output: