KVKAPR Communication and Public Relations

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (lecturer)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable
Sat 28. 2. 14:35–17:55 P102
Prerequisites
The course is designed for full-time Bachelor students in the Economy and Management of Non-profit Organizations and Public Economics and Administration field of study.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The goal of the course is to make students familiar with the basics of public relations in a theoretical and practical way, so that they will be able to make a PR-audit of an organization. This is a specialisation course addressing the topic of Public Relations (PR), which have become one of the determining factors of successful management of not only profit-making, but also non-profit organisations since the 1980s. Despite that, a number of non-profit organisations have an adverse attitude to PR. This attitude is logically erroneous, ill-conceived, superficial and impractical. PR’s intention is not only to "work with the public", but to work with the public in a complex way, which is generally understood as making a good image or perception of the organisation by the public.
The instrument which is a necessary prerequisite for the functioning and efficient PR (and marketing and fund-raising as well) is communication, which is why it will also be part of the course general structure.
Syllabus
  • 1st turorial:
  • - Introductory information on the content of the course and literature. Getting familiar with the principles of communication and PR in the public sector.
  • - first seminar work assignment – a PR-audit of a chosen non-profit organization.
  • 2nd tutorial:
  • - Consultation of problems connected with studying the Distant Study Manual (DSO), problematic points occurred during self-studying. Getting familiar with events as the main tools within PR.
  • - second seminar work assignment – a project of a benefit event.
Literature
  • Čepelka, O. a kol.: Práce s veřejností v nepodnikatelském sektoru. Nadace Omega, Liberec 1997. ISBN 80-902376-0-6
  • Škarabelová,S. Komunikace a Public Relations. Distanční studijní opora. MU Brno, 2003.
Assessment methods
The examination requirements include elaborating a seminar paper. The form of the examination is oral including the discussion of the seminar paper.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008.
  • Enrolment Statistics (recent)
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