FSS:ZUR554 Communication management - Course Information

ZUR554 Communication management

Extent and Intensity

2/0. 6 credit(s). Type of Completion: z (credit).

Teacher(s)

PhDr. Václav Svoboda (lecturer)

Guaranteed by

prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová

Timetable

each odd Wednesday 14:00–17:40 AVC

Course Enrolment Limitations

The course is only offered to the students of the study fields 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

fields of study / plans the course is directly associated with

• Media Studies and Journalism (programme FSS, N-KS)

Course objectives

The aim of the course is to familiarise students with the current tendencies in public relations (PR) management in the world. On successful completion of the course, students will be able to understand and conceive practically this communication discipline. They will be able to analyze this aggregate of methods and techniques which the PR communication management represents and thus to evaluate the attempts by which an organisation tries to control its public appearance and the corresponding reputation and image.
The course is designed for higher undergraduate students or Master's degree students. As a prerequisite, it is recommended having completed the course Introduction to public relations. The maximum capacity of the course is 30 students.

Syllabus

• Seven two-hour lectures:
• 1. Public relations as an instrument of organisation management;
• 2. Reputation management;
• 3. Impression management;
• 4. “Agenda Setting” and “Issues management”;
• 5. Public relations of political parties;
• 6. PR strategy and tactics in non-profit sector and marketing;
• 7. Creating a PR communication strategy within an organisation.

Literature

• Caywood, Clark, L., Public Relations, Computer Press, Brno 2003,
• Kohout, J., Veřejné mínění, image a metody public relations, Management Press, Praha 1999
• Svoboda,V., Corporate Identity, Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací, Zlín 2003
• Svoboda, V., Public relations moderně a účinně, Grada Publishing, Praha 2006
• Sedm dvouhodinových přednášek: 1. Public relations jako nástroj řízení organizací; 2. Reputation management; 3. Vytváření dojmů (Impression management); 4. „Agenda Setting“ a „ Issues management“; 5. Public relations politických stran; 6. Strategie a tak

Teaching methods

Lecture and seminar: The course is organised in the form of seven lectures, whereas students are required to attend at least five of them. The rest of the course is dedicated to students' presentations. The presentations are to be approximately 3 – 4 pages long and shall be presented according to the assigned topics and the name list.

Assessment methods

Credit: Conditions for awarding the credit: participating in at least five lectures, preparing and presenting a seminar paper, and passing the final written test (15 questions).

Language of instruction

Czech

Further Comments

The course is taught annually.

• Enrolment Statistics (Autumn 2009, recent)
  
• Permalink: https://is.muni.cz/course/fss/autumn2009/ZUR554