IM144 Public Relations - Theory for Practice

Faculty of Arts
Autumn 2020
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Pavlína Míčová (lecturer), doc. PhDr. Martin Flašar, Ph.D. (deputy)
Guaranteed by
doc. PhDr. Martin Flašar, Ph.D.
Department of Musicology – Faculty of Arts
Contact Person: Bc. Jitka Leflíková
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Mon 19. 10. 14:00–19:40 K21, Mon 16. 11. 14:00–19:40 K21, Mon 30. 11. 14:00–19:40 K21
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 60 student(s).
Current registration and enrolment status: enrolled: 0/60, only registered: 0/60, only registered with preference (fields directly associated with the programme): 0/60
fields of study / plans the course is directly associated with
there are 17 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to teach future managers working in the cultural sphere how to use the external and internal communication to elicit the desired reactions. We will deal with public relations strategy, specialized audience and media relations. Students will learn tips, recommendations and practical advice on how to develop a communication strategy, prepare their verbal and written language and various types of texts. Students should get a theoretical overview of all the basic components and phases of processes in Public Relations and Media Relations. The course is designed as one-semester and is divided into thematic blocks.
Learning outcomes
Students will be able to: - describe and apply the various ways of marketing communication used in the field - acquire marketing tools for building public relations
Syllabus
  • Course outline
  • 1. Introduction to Public Relations and History
  • 2. Development of communication with the public
  • 2. Public Relations - New type of customer
  • 3. Spokesperson and PR Manager activities in organization, preparation and presentation of plans and offers
  • 4. Strategy and planning: research, research and target groups, public opinion and persuasion, conflict management, risk and crisis, legislation, new technologies
  • 5. Media Relations I - types of media as journalists think, ethics and professionalism
  • 6. Media Relations II - forms and techniques of communication and examples of press releases of selected organizations
  • 7. Basic financial and business operations in PR
  • 8. Corporate Identity, Corporate Publishing and Reputation Management
  • 9. Communication and governmental organizations, commercial sector and non-profit organizations
  • 10. Special PR Events management and sponsorship
  • 11. Crisis communication, media training and practical cases of crisis communication
  • 12. Internet, e-PR and social networks
  • 13. Media analysis and media monitoring
  • + Case studies in each learning block
Teaching methods
Lectures, class discussion, homeworks
Assessment methods
Seminar paper.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2021.
  • Enrolment Statistics (Autumn 2020, recent)
  • Permalink: https://is.muni.cz/course/phil/autumn2020/IM144