Public relations

Teaching results

By completing the course, students gain a wide knowledge about the essence of public relations, as one of the effective and strategic tools of reputational management. They will get acquainted with the most important tools of public relations, gain knowledge about the planning and process of PR communication, including its evaluation. They will also become familiar with the both basic parts of PR - internal and external communication. As part of external communication, they will acquire overview of the most important media relations tools and techniques. They will also gain knowledge about the principles and characteristics of crisis communication, as well as communication in terms of public affairs and lobbying. They will learn about the work of PR professionals in various positions. They will gain knowledge of PR communication tools in the online space, with an emphasis on the specifics of new media and communication channels – blogs, podcasts, social networks.

Graduates of the course will be able to analyze, plan, conduct and evaluate effective strategic PR communication. They will understand the specifics of different forms of PR communication, their possibilities and risks. They can write brief for an external PR agency. They are also able to communicate fully and effectively either with the management in their organisation, or with the media. In case of crisis communication, they perceive not only its threats, but also its opportunities. They understand new trends in PR, have the competence to communicate and benefit from new media in the online space.

Upon successful completion of the course students will acquire competences that will enable them to apply in various positions in the field of internal and external communication in all types of companies, both on the client´s site and in the agencies. They can solve problems of strategic and operational nature. They will acquire professional flexibility and acquire a systematic, innovative and proactive approach to various business and communication situations, their evaluation and solution. They will be ready to work in junior positions in communication and PR departments on the part of clients as well as specialised PR and communication agencies.