Course syllabus PR - Public Relations (ŠAVŠ - SS 2018/2019)

     Czech          English          

Course title:
Public Relations
SS 2018/2019
Course supervisor:
doc. Ing. Pavel Štrach, Ph.D. et Ph.D.
Supervising department:
Prerequisites for registration:
Time allowance: full-time, 1/2 (hours of lectures per week / hours of seminars per week)
part-time, 0/12 (lectures per period / seminars per period)
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:
History and Present in Public Relations (allowance 0/2)
Definitions, historical development
Current situation in CZ and World

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

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)
a.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

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

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

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

9.Other PR Forms (allowance 0/2)
b.Event marketing

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
Combined form
Direct teaching
     Attendance of courses/seminars/tutorials
24 h14 h
     Consultations with teacher (part-time form of study)
0 h
7 h
     Course reading and ongoing preparation
28 h
28 h
     Composing of individual (seminar) work
38 h28 h
     Composing of presentation14 h7 h
104 h
84 h
Assessment methods:
Requirement type
Daily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation
15 %
20 %
Term paper
50 %
50 %
20 %30 %
Mid-term test(s)
15 %
0 %
Total100 %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.
Language of instruction: English
CENTER, A H. -- JACKSON, P. Public Relations Practices.: Managerial Case Studies and Problems. 6th ed. USA: Prentice Hall Press, 2003. 418 p. ISBN 0-13-613803-9.
The Handbook of Strategic Public Relations and Integrated Marketing Communications. New York: McGraw-Hill, 2012. ISBN 978-0-07-176746-0.

Language of instruction: Czech
CAYWOOD, C. Public relations - řízená komunikace podniku s veřejností. Brno: Computer Press, 2003. ISBN 80-7226-886-4.
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, part-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
Field of study N-EM-MAR Marketing Management in the Global Environment, full-time form, initial period WS 2018/2019, place of teaching Praha
Track N-EMCZ-NMM International Marketing, part-time form, initial period SS 2018/2019, place of teaching Mladá Boleslav
Track N-EMCZ-NMM International Marketing, full-time form, initial period SS 2018/2019, place of teaching Praha
Track N-EMEN-NMME International Marketing, full-time form, initial period SS 2018/2019, place of teaching Mladá Boleslav
Run in the period of:
Course tutor: Mgr. Dagmar Sieglová, M.S.Ed., Ph.D. (examiner, instructor, lecturer)
doc. Ing. Pavel Štrach, Ph.D. et Ph.D. (supervisor)
Teaching language:
Czech, English
Mladá Boleslav, Praha

Last modification made by Mgr. Luděk Švejdar on 11/12/2018.

Type of output: