ZUR336 Practice - PR

Faculty of Social Studies
Spring 2018
Extent and Intensity
0/4/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Jaroslav Čuřík, Ph.D. (lecturer)
Guaranteed by
Mgr. Jaroslav Čuřík, Ph.D.
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
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
there are 26 fields of study the course is directly associated with, display
Course objectives
The aim of the course is not only to understand the work and activities of a specific department, but also to try one's own skills and qualifications for the profession of a press spokesperson and PR department employee in practice. Within the course, students become familiar with everyday work at a press or PR department. According to the organisation or institution's character, they gain everyday experience in a press conference, as well as in fieldwork. In the course of the job placement, students become “independent”, i.e. being able not only to fulfil the given tasks but also to offer their own ideas in meetings. On a theoretical level, they will acquire appropriate knowledge of the form and content of press releases and PR materials, as well as of the functioning of companies, public administration, local authorities and other institutions of public life at least on the district level. At the end of the placement, students will be able to produce all kinds of press releases, PR materials or similar outputs of the individual departments: from the initial idea, through finding the sources and the material production, to its potential final adaptations and publishing in a specific medium.
Syllabus
  • Students take part in the introductory seminar in which further details are to be set. In the course of the semester, they attend a press or PR department (its choice must be first agreed with the lecturer; students are usually responsible for finding a suitable organisation). In total, the job placement is agreed for at least 120 hours, i.e. 15 days per 8 hours. The lecturer may agree on possible exceptions (selected activities organised in cooperation with the Department, such as preparing the the Ignis Brunensis Bulletin within the festival Brno – a City in the Heart of Europe, etc., may be recognised, in part or wholly, as the job placement). Students are also required to participate in the mid-semester and final seminars.
Literature
    required literature
  • SVOBODA, Václav. Public relations : moderně a účinně. 2., aktualiz. a dopl. vyd. Praha: Grada, 2009, 239 s. ISBN 9788024728667. URL info
  • SVĚTLÍK, Jaroslav. Marketing a reklama. Vyd. 1. Ve Zlíně: Univerzita Tomáše Bati ve Zlíně, 2003, 170 s. ISBN 8073181401. info
  • BEDNÁŘ, Vojtěch. Mediální komunikace pro management. Vyd. 1. Praha: Grada Publishing, 2011, 153 s. ISBN 9788024736297. URL info
  • TOMANDL, Jan. Jak účinně oslovit média : media relations v podnikání, správě, kultuře i neziskovém sektoru. Vyd. 1. Brno: Computer Press, 2011, 296 s. ISBN 9788025134573. info
  • CHALUPA, Radek. Efektivní krizová komunikace : pro všechny manažery a PR specialisty. 1. vyd. Praha: Grada, 2012, 169 s. ISBN 9788024742342. URL info
  • BEDNÁŘ, Vojtěch. Krizová komunikace s médii. Vyd. 1. Praha: Grada Publishing, 2012, 183 s. ISBN 9788024737805. URL info
    recommended literature
  • SEIB, Philip and Kathy FITZPATRICK. Public relations ethics. Fort Worth: Harcourt Brace College publishers, 1995, viii, 175. ISBN 0-15-501943-0. info
  • TOMANDL, Jan. Public relations a zpravodajství : vliv hluboké proměny žurnalistiky na teorii a praxi vztahů s médii. 1. vyd. Zlín: VeRBuM, 2012, 152 s. ISBN 9788087500286. info
  • JACKSON, Patrick and Allen H. CENTER. Public relations practices : managerial case studies and problems. 6th ed. Upper Saddle River: Prentice-Hall, 2003, xiv, 418. ISBN 0136138039. info
  • CAYWOOD, Clarke L. Public relations : řízená komunikace podniku s veřejností. Vyd. 1. Brno: Computer Press, 2003, xxxvii, 60. ISBN 8072268864. info
Teaching methods
Practical daily work. Three seminars with chaired discussion and sharing students' experience (oral presentations with samples of the work and written essays about the experience submitted in the middle and at the end of the course). The internship also includes individual consultations.
Assessment methods
The credit will be awarded to those students who participate in the introductory seminar, actively contribute to the work of the selected press or PR department, participate in the mid-course and final seminars, and consult their job placement at a press or PR department according to their needs. They are also required to present their essay about the gained experience in the mid-semester seminar. Another condition is to participate actively in the final seminar and the presentation of the overall experience and submitting a sufficient feedback provided by the outplacement guarantor and submitting the prepared materials and outputs on a sufficient level.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
The course is taught: in blocks.
Information on course enrolment limitations: Přednostní právo zápisu mají studenti oborové specializace "žurnalistika", a to i v případě, že se přihlásí později než studenti jiných specializací a oborů.
The course is also listed under the following terms Autumn 2006, Spring 2007, Autumn 2007, Spring 2008, Autumn 2008, Spring 2009, Autumn 2009, Spring 2010, Autumn 2010, Spring 2011, Autumn 2011, Spring 2012, Autumn 2012, Spring 2013, Autumn 2013, Spring 2014, Autumn 2014, Spring 2015, Autumn 2015, Spring 2016, Spring 2017, Autumn 2018, Spring 2019.
  • Enrolment Statistics (Spring 2018, recent)
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