Sylabus predmetu PR - Public Relations (ŠAVŠ - Sklad předmětů)

     Čeština          Angličtina          

Course title:
Public Relations
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Course supervisor:
Mgr. Dagmar Sieglová, M.S.Ed., Ph.D.
Supervising department:
Prerequisites for registration:
Bachelor state examination
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:
1.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
Company culture, ethics

PR Aims and Functions (allowance 0/2)
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

5.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)
a.Crisis Types
Crisis communication scenario
c.Crisis communication with media

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

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

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 attendanceCombined form
Direct teaching
     Attendance of courses/seminars/tutorials24 h
14 h
     Consultations with teacher (part-time form of study)
0 h
7 h
     Course reading and ongoing preparation
28 h28 h
     Composing of individual (seminar) work38 h28 h
     Composing of presentation
14 h7 h
104 h
84 h
Assessment methods:
Requirement type
Daily attendance
Combined form
Active lecture/seminar/workshop/tutorial participation
10 %
10 %
Term paper
50 %
50 %
20 %
20 %
Mid-term test(s)
20 %
20 %
100 %
100 %
Course completion:
Course is pass/fail type. Points are allocated according to the following rule:
- Activity at the seminar (10 p.)
- Midterm test (20 p.)
- Elaboration of a comprehensive PR project on a given topic (30 p.)
- Presentation of the final project (20 p.)
- Individual presentation of a theoretical topic in practice (20 p.)

It is neccessary to get 60 points at least to pass.
Support for combined/distance forms of study:
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Reading list:
Language of instruction: Czech
JURÁŠKOVÁ, O. Public Relations 1. Zlín: Univerzita Tomáš Baťa University in Zlín, 2014.
JURÁŠKOVÁ, O. Public relations 2. Zlín: Univerzita Tomáš Baťa University in Zlín, 2014.
POSPÍŠIL, P. Efektivní Public Relations a media relations. Brno: Computer Press, 2002. ISBN 80-7226-823-6.
SVOBODA, V. Public relations moderně a účinně.: 2., aktualizované a doplněné vydání. 2nd ed. Praha: GRADA, 2009. ISBN 978-80-247-2866-7.
Efektivní krizová komunikace pro všechny manažery a PR specialisty. 1st ed. Praha: Grada Publishing, a.s., 2012. ISBN 978-80-247-4234-2.
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.

Study plans:
Field of study N-EM-GPME Marketing Management in the Global Environment, full-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
Track N-EMEN-NMME International Marketing, full-time form, initial period WS 2019/2020, place of teaching Mladá Boleslav
Track N-EMCZ-NMM International Marketing, full-time form, initial period WS 2020/2021, place of teaching Praha
Track N-EMEN-NMME International Marketing, full-time form, initial period WS 2020/2021, place of teaching Mladá Boleslav
Track N-EMCZ-NMM International Marketing, part-time form, initial period WS 2020/2021, place of teaching Mladá Boleslav
Run in the period of:
Course tutor:
Teaching language:
Czech, English
Mladá Boleslav

Last modification made by Mgr. Dagmar Sieglová, M.S.Ed., Ph.D. on 02/05/2020.

Typ výstupu: