Course syllabus PR - Public Relations (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: Public Relations
Semester: -- item not defined --
Course supervisor: doc. Ing. Pavel Štrach, Ph.D. et Ph.D.
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)
part-time, 0/12 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: seminar
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)
 
a.Definitions, historical development
b.Current situation in CZ and World

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

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

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

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

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

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

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

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

10.Presentation and Defence of PR Project (allowance 0/2)
 
Learning outcomes and competences:
After completing the course, student will be able to:
 
-Handles principles and techniques of crisis communication and issues management, is able to effectively pursue short-term and long-term steps to mitigate crisis in line with ethical standards
-Has a command of relevant methods (SWOT, causal analysis, survey), which they apply to formulate a PR strategy
-Is able to distinquish between various forms of PR, utilize communication channels and relationships between key players, writes a research report, media release, and organizes a press conference.
-Understands social context of PR and is able to develop suitable CSR programs accross societies and global context

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of courses/seminars/tutorials24 h14 h
     Consultations with teacher (part-time form of study)0 h7 h
Self-study
     Course reading and ongoing preparation28 h28 h
     Composing of individual (seminar) work38 h28 h
     Composing of presentation14 h7 h
Total104 h84 h
 
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation15 %20 %
Term paper50 %50 %
Presentation20 %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:
Basic:
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.

Recommended:
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:
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year WS 2018/2019
Track NMME International Marketing full-time form, initial academic year WS 2019/2020
Track NMM International Marketing full-time form, initial academic year WS 2019/2020
Track NMM International Marketing part-time form, initial academic year WS 2019/2020
 
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: Ing. Hana Jahodová, CSc. (examiner, instructor)
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
Room: Mladá Boleslav


Last modification made by doc. Ing. Pavel Štrach, Ph.D. et Ph.D. on 06/29/2018.

Type of output: