TIM_B_041 Public Relations - Theory for Practice

Faculty of Arts
Autumn 2019
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Pavlína Míčová (lecturer), doc. PhDr. Martin Flašar, Ph.D. (deputy)
Guaranteed by
Mgr. Pavlína Míčová
Department of Musicology – Faculty of Arts
Contact Person: Bc. Jitka Leflíková
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Mon 23. 9. 14:00–19:40 K32, Mon 4. 11. 14:00–19:40 K32, Mon 25. 11. 14:00–19:40 K32
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 150 student(s).
Current registration and enrolment status: enrolled: 0/150, only registered: 0/150, only registered with preference (fields directly associated with the programme): 0/150
fields of study / plans the course is directly associated with
Course objectives
The Public Relations Course – Theory for Practice focuses on the introduction of basic communication skills, namely in the cultural and social field. In cultural practice, there are many opportunities where it is possible to use the knowledge of professional and creative communication, i.e. preparation of press material, newsletters, annual reports, press conferences, cultural events, principles and rules of Internet presentations, and the strategy and organisation of websites and Intranet. Public relations in the present society is an integral department both in the commercial and non-commercial, as well as governmental sphere. The Public Relations Course – Theory for Practice focuses on acquiring the crucial skills and knowledge necessary for communication in the field of Public Relations, or Media Relations.
The objective of the course is to teach future managers, working in the cultural sphere, how to create desirable responses in the target group using external and internal communication. We will deal with the strategy of relations with the general public, specialised public and relations with media. The students will learn about tips, recommendations and practical advice on how to create a communication strategy, to prepare their verbal and written statements and various types of texts. By completing the course, the students should gain a theoretic insight into all basic components and phases of processes in Public Relations and Media Relations. The course is designed as one-semestrial and it is divided into theme blocks.
Learning outcomes
After completing the course, the student will be able to:
- Understand basic PR mechanisms and strategies
- Prepare a SWOT analysis and use assessment methods and tools
- Prepare a press release and distribute it to relevant media
- Prepare a PowerPoint presentation with media analysis
- Prepare a media list
Syllabus
  • 1. Introduction to the Public Relations and History
  • 2. Development of Communication with the Public
  • 2. Public Relations – a New Type of Customer
  • 3. Activities of a Spokesperson and a PR Manager in an Organisation; Preparation and Presentation of Plans and Offers
  • 4. Strategy and Planning: Research, Survey and Target Groups; Public Opinion and Persuasion; Conflict Management; Risks and Crises; Legislation; New Technologies
  • 5. Media Relations I – Types of Media; How Journalists Think; Ethics and Professionalism
  • 6. Media Relations II – Forms and Methods of Communication and Sample Press Releases of Selected Organisations
  • 7. Basic Financial and Commercial Operations in PR
  • 8. Corporate Identity, Corporate Publishing and Reputation Management
  • 9. Communication and Government Organisations, Commercial Sector and Non-profit Organisations
  • 10. Special PR Events Management and Sponsoring
  • 11. Crisis Communication, Media Training and Practical Examples of Crisis Communication
  • 12. Internet, e-PR and Social Networks
  • 13. Media Analysis and Media Monitoring
Literature
    required literature
  • Svoboda, V. (2009). Public relations moderně a účinně. Praha: Grada.
  • Bednařík, P., Jirák, J. a Köpplová, B. (2011). Dějiny českých médií. Praha, Grada.
  • Halada, J. (2015). Marketingová komunikace a public relations. Praha: Karolinum.
  • Sedláček, T. (2009). Ekonomie dobra a zla: po stopách lidského tázání od Gilgameše po finanční krizi. Praha: 65. pole.
  • Hejlová, D. (2015). Public relations. Praha: Grada.
  • Johnová, R. (2008). Marketing kulturního dědictví a umění. Praha: Grada.
  • L’Etang, J. (2009). Public relations. Základní teorie, praxe, kritické přístupy. Praha: Portál.
  • Baack, D. – Clow, K. E. (2008). Reklama, propagace a marketingová komunikace. Brno: Computer Press.
  • Jabłonski, A. W. (2006). Politický marketing. Úvod do Teorie a praxe. Praha: Barrister & Principal.
  • Čmejrková, S. – Hoffmannová, J. (2013). Styl mediálních dialogů. Praha: Academia.
  • Asociace public relations Agentur http://apra.cz/cs/pro_pr_profesionaly/videoknihovna_a_knihovna/knihy.html
  • Kraus, J. (2011). Rétorika v evropské kultuře. Praha: Karolinum.
  • Matušková, A., Chytilek, R., Eibl, O. (2012): Teorie a metody politického marketingu. Brno: CDK.
  • Kahnemann, D. (2012). Myšlení, rychlé a pomalé. Jan Melvil Publishing.
  • Kraus, J. (2008). Jazyk v proměnách komunikačních médií. Praha: Karolinum.
  • Šedivý, M., Mendlíková, O. (2012). Public relations, fundraising a lobbing pro neziskové organizace. Praha, Grada.
Teaching methods
Reviewing lecture with a commentary of selected case studies.
Assessment methods
Three essays, active participation in lessons.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2019, recent)
  • Permalink: https://is.muni.cz/course/phil/autumn2019/TIM_B_041