ZUR228 Public Relations

Faculty of Social Studies
Spring 2013
Extent and Intensity
2/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Štěpán Neubauer (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
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
each odd Tuesday 14:00–17:40 Studio 527
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 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20, only registered with preference (fields directly associated with the programme): 0/20
fields of study / plans the course is directly associated with
there are 19 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to familiarize students with the fundamentals of public relations 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 realized 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
  • Group lectures 1
  • 1. Introduction to public relations (lecture)
  • 2. Communication process of public relations (lecture)
  • 3. Workshop 1: Examples of selected organizations news
  • Group lectures 2
  • 4. Strategy - Public opinion and persuasion, conflict management, risk and crisis management, legislation, new technologies
  • 5. Application - governments, international public relations firms, NGOs, education, entertainment, sports, tourism
  • Group lectures 3
  • 6. Crisis communications organizations
  • 7. 2nd Workshop - Practical cases of crisis communication
  • Group lectures 4
  • 8. Corporate Publishing, Online PR, PR Events
  • 9. The third workshop - Corporate Publishing PR and online practice organizations, the press conference
  • Group lectures 5
  • 10. Introduction Media Relations, Spokesman
  • 11. Fourth workshop - Activities of the spokesman in the organizations (spokesman practice with IBM Czech Republic - Vladimira Pavelkova
  • Group lectures 6
  • 12. Media Relations II - effectiveness of communication public relations
  • 13. Communication management – public relations of the 21st century
  • --> Credit test

Literature
    required literature
  • SVOBODA, Václav. Základy public relations. Vyd. 2. Zlín: Univerzita Tomáše Bati ve Zlíně, 2005, 152 s. ISBN 807318043X. info
  • BAJČAN, Roman. Techniky public relations, aneb, Jak pracovat s médii. Vyd. 1. Praha: Management Press, 2003, 147 s. ISBN 8072610961. info
  • VĚRČÁK, Vladimír, Jana GIRGAŠOVÁ and Renata LIŠKAŘOVÁ. Media relations není manipulace. Vyd. 1. Praha: Ekopress, 2004, 136 s. ISBN 8086119432. info
  • SVOBODA, Václav. Public relations : moderně a účinně. 1. vyd. Praha: Grada, 2006, 240 s. ISBN 8024705648. info
    recommended literature
  • The essentials of public relations (Orig.) : Nejúčinnější propagace : public relations. info
  • Svoboda, V. Public relations moderně a účinně, 2. Doplněné a rozšířené vydání, Grada Publishing, Praha listopad 2009
  • Bentele, G., Piwinger, B., Schönborn, G., Kommunikationsmanagement , Neuwied: Krifel: Luchterhand 2002.
  • Němec, P., Public Relations - Praxe komunikace s veřejností, Management Press, Praha 1996.
  • L'ETANG, Jacquie. Public relations : základní teorie, praxe, kritické přístupy. Translated by Petr Antonín. Vyd. 1. Praha: Portál, 2009, 338 s. ISBN 9788073675967. info
  • SCOTT, David Meerman. Nová pravidla marketingu a PR : naučte se využívat vydávání zpráv, blogy, podcasty, virální marketing a online média pro přímé oslovení zákazníků. Translated by Jitka Plchotová. Vydání 1. Brno: Zoner Press, 2008, 272 stran. ISBN 9788086815930. info
  • SVOBODA, Václav. Corporate identity : učební text. 1. vyd. Zlín: Univerzita Tomáše Bati, 2004, 67 s. ISBN 8073181061. info
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. 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
Teaching methods
Theoretical training - lectures Practical exercises
Assessment methods
The course is organized in 6 blocks lectures, whereas students are required to attend at least 4 of them. Practical tasks and entering students perform during the lectures.
Requirements for credit
1. Attendance at a minimum. four lecture blocks.
2. Written final test. Scope of 30 questions.

Language of instruction
Czech
Further Comments
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 2010, Spring 2011, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Autumn 2017, Spring 2018, Autumn 2018, Spring 2019.
  • Enrolment Statistics (Spring 2013, recent)
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