Public Relations
- Credits: 3
- Ending: Examination
- Range: 0P + 2C
- Semester: winter
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to effectively apply Public Relations tools in specific situations in conjunction with the business goals of the company. Priority is given to PR functions: information function, contact function, management function, image function, harmonization function, sales support function, stabilization function and continuity function.
Knowledge: After completing the course, the student will gain knowledge in the field of PR development, will know the main approaches and models in the field of PR
Competence: Based on the knowledge, the student will be able to apply individual PR tools, strategies in the field of PR and evaluate PR.
Skill: Student can apply knowledge of corporate governance, human resources, and ethical principles of business conduct.
Indicative content
Exercises
1. Theory and development of PR,
2. Case studies
3. Communications forms and methods.
4. Relationships of the company with the environment, specific examples, and goals
5. Communication planning and management - strategies and tactics,
6. PR evaluation,
7. PR tools 1
8. PR tools 2
9. Individual areas of PR and their examples
10. The concept of gaining public trust, public opinion.
11. Legislative framework and ethics in PR, unethical and manipulative practices in PR
12. Interest groups, lobbying in society, charity.
13. Written examination and evaluation of semester assignments
Support literature
1. KOPECKÝ, L..: Public relations. Praha, Grada, 2013, ISBN 9788024742298
2. HEJLOVÁ, D.: Public relations. Praha : Grada Publishing, 2015. ISBN 978-80-247-5022-4
3. KOTLER, P. - ARMSTRONG, G. 2004. Marketing. Praha: GRADA, 2004. ISBN 80-247-0513-3.
4. MYERS C.. 2021. Public Relations: History Theory, Practice, And Profession (1 ed.). Routledge/Taylor & Francis Group. ISBN 9781138491403
5. SCOTT, D. M.: The new rules of marketing and PR, 5th edition.: John Wiley & Sons,, 2015. ISBN978- 1119070481
6. BOWEN S. A.; Martin T. R.; Rawlins B.. 2019. An Overview of the Public Relations Function. Business Expert Press, ISBN: 9781949443660
7. ERDEMIR, A. Reputation Management Techniques in Public Relations. IGI Global, 2018, 430 p. ISBN: 1522536205
8. FREY, P. Marketingová komunikace: nové trendy 3.0. Management Press, Albatros Media a.s., 2017, 212 s. ISBN: 8072613898
9. HEATH, R.L. Encyclopedia of Public Relations. SAGE Publications, 2013, 1152 p. ISBN 1452276226
10. SVOBODA, V. Public relations: moderně a účinně. Praha: Grada Publishing, 2006, 240 s. ISBN 8024705648
11. GREGORY, A. Public Relations in Practice. Kogan Page Publishers, 2004, 210 p. ISBN 0749433817
12. THURLOW, A.. 2019. Social media, organizational identity and public relations: the challenge of authenticity. Routledge. ISBN: 9781315160443
www.m-journal.cz, https://strategie.hnonline.sk, http://www.event-promotion.cz,
https://www.lupa.cz/, https://mladypodnikatel.cz/, www.mediaguru.cz,
https://marketingsales.tyden.cz/, www.mediar.cz, www.zet.cz/temata/tag/2473, https://profit.finance.cz/
Syllabus
Exercises 1. Theory and development of PR, 2. Case studies 3. Communications forms and methods. 4. Relationships of the company with the environment, specific examples, and goals 5. Communication planning and management - strategies and tactics, 6. PR evaluation, 7. PR tools 1 8. PR tools 2 9. Individual areas of PR and their examples 10. The concept of gaining public trust, public opinion. 11. Legislative framework and ethics in PR, unethical and manipulative practices in PR 12. Interest groups, lobbying in society, charity. 13. Written examination and evaluation of semester assignments
Requirements to complete the course
Full-time study:
Evaluation: total for semester 100%
Continuous assessment: 40% (semester assignment - 20%, written examination - 20%).
Exam: 60%
Total: exercises + exam - at least 51% for evaluation sufficient and at the same time at least 51% of the exam.
Student workload
Student workload (in hours): 78 hours
26 h. - preparation for seminars
26 h. - participation in seminars
26 h. - preparation for exams
Language whose command is required to complete the course
Slovak
Date of approval: 14.02.2023
Date of the latest change: 02.07.2022