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

Commercial Entrepreneurship

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

KOPECKÝ, L..: Public relations. Praha, Grada, 2013, ISBN 9788024742298
HEJLOVÁ, D.: Public relations. Praha : Grada Publishing, 2015. ISBN 978-80-247-5022-4
KOTLER, P. - ARMSTRONG, G. 2004. Marketing. Praha: GRADA, 2004. ISBN 80-247-0513-3.
MYERS C.. 2021. Public Relations: History Theory, Practice, And Profession (1 ed.). Routledge/Taylor & Francis Group. ISBN 9781138491403
SCOTT, D. M.: The new rules of marketing and PR, 5th edition.: John Wiley & Sons,, 2015. ISBN978- 1119070481
BOWEN S. A.; Martin T. R.; Rawlins B.. 2019. An Overview of the Public Relations Function. Business Expert Press, ISBN: 9781949443660
ERDEMIR, A. Reputation Management Techniques in Public Relations. IGI Global, 2018, 430 p. ISBN: 1522536205
FREY, P. Marketingová komunikace: nové trendy 3.0. Management Press, Albatros Media a.s., 2017, 212 s. ISBN: 8072613898
HEATH, R.L. Encyclopedia of Public Relations. SAGE Publications, 2013, 1152 p. ISBN 1452276226
SVOBODA, V. Public relations: moderně a účinně. Praha: Grada Publishing, 2006, 240 s. ISBN 8024705648
GREGORY, A. Public Relations in Practice. Kogan Page Publishers, 2004, 210 p. ISBN 0749433817
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

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

participation in seminars = 26 hours
preparation for seminars = 26 hours
preparation for exam = 26 hours
Total study load: 78 hours

Language whose command is required to complete the course

Slovak

Date of approval: 13.02.2023

Date of the latest change: 25.07.2022