ZUR228 Public Relations

Faculty of Social Studies
Spring 2010
Extent and Intensity
2/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Václav Svoboda (lecturer), Ing. Rudolf Burgr, Ph.D. (deputy)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Timetable
Mon 22. 2. 8:00–12:00 U42, Mon 15. 3. 8:00–12:00 P52, Mon 22. 3. 8:00–12:00 U42, Mon 5. 4. 8:00–12:00 U42, Mon 19. 4. 8:00–12:00 U42, Mon 3. 5. 8:00–12:00 U42, Mon 17. 5. 8:00–12:00 U42
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30, only registered with preference (fields directly associated with the programme): 0/30
fields of study / plans the course is directly associated with
there are 7 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to familiarise students with the fundamentals of public elations and to teach them to understand and conceive practically this communication discipline. Public relations are a communication activity developing intensively in various areas of societal life and helps to achieve consensus when dealing with public problems and issues. Communication activities of public relations are realised in accordance with a theoretical pattern via individual or group activities, as well as a result of media activities. Public relations dispose of a number of means and forms, as well as certain strategic procedures and techniques how to assess them.
Syllabus
  • 1. Introduction to public relations (lecture)
  • 2. Communication process of public relations (lecture)
  • 3. Seminar 1: examples of PR activities in organisations' practice
  • 4. Crisis communication in organisations (lecture)
  • 5. Seminar 2: practical cases of crisis communication
  • 6. Corporate Publishing, PR online, PR Events (lecture)
  • 7. Seminar 3: Corporate Publishing and PR online in organisations' practice
  • 8. Media relations I – introduction and press spokesperson (lecture)
  • 9. Seminar 4: Press spokesperson's activities within an organisation
  • 10. Media relations II – techniques and press information (lecture)
  • 11. Seminar 5: analysis of press information in media practice
  • 12. Media relations III – efficiency of public relations communication (lecture)
  • 13. Communication management – public relations of the 21st century (lecture)
Literature
  • Svoboda, V. Public relations moderně a účinně, 2. Doplněné a rozšířené vydání, Grada Publishing, Praha listopad 2009
  • Němec, P., Public Relations - Praxe komunikace s veřejností, Management Press, Praha 1996.
  • Bentele, G., Piwinger, B., Schönborn, G., Kommunikationsmanagement , Neuwied: Krifel: Luchterhand 2002.
  • SVOBODA, Václav. Public relations : moderně a účinně. 1. vyd. Praha: Grada, 2006, 240 s. ISBN 8024705648. info
  • SVOBODA, Václav. Základy public relations. Vyd. 2. Zlín: Univerzita Tomáše Bati ve Zlíně, 2005, 152 s. ISBN 807318043X. info
  • SVOBODA, Václav. Corporate identity : učební text. 1. vyd. Zlín: Univerzita Tomáše Bati, 2004, 67 s. ISBN 8073181061. info
  • CAYWOOD, Clarke L. Public relations : řízená komunikace podniku s veřejností. Vyd. 1. Brno: Computer Press, 2003, xxxvii, 60. ISBN 8072268864. info
  • KOHOUT, Jaroslav. Veřejné mínění, image a metody public relations. Vyd. 1. Praha: Management Press, 1999, 122 s. ISBN 80-7261-006-6. info
Assessment methods
The course is organised in 8 lectures, whereas students are required to attend at least 6 of them. The rest of the course consists of seminars.
Conditions for awarding the credits: presenting a seminar paper on a sufficient level and a final written test (30 questions). Seminar papers are to be prepared in the extent of 15 minutes (3 – 4 pages of text) and are to be presented according to the given list.
Language of instruction
Czech
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
The course is also listed under the following terms Autumn 1999, Autumn 2000, Autumn 2001, Autumn 2002, Autumn 2003, Spring 2006, Spring 2007, Spring 2008, Spring 2011, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Autumn 2017, Spring 2018, Autumn 2018, Spring 2019.
  • Enrolment Statistics (Spring 2010, recent)
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