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Lecturer(s)
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Dolínková Olga, doc. Ing. Mgr. Ph.D.
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Gamalová Kamila, Mgr. MBA
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Course content
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- Media relations, building relationshiops with media, working with media, media analysis - PR in internal comunication, using PR tools for fulfilling internal communication goals, PR in external communication, forms of PR for reaching strategic goals of the organization - Building image, corporate identity, organizational culture, influence of these forms on perception of organization, event marketing, using events to increase competitiveness of organization - Managing crisis communication, models for solution and methods of effective communication - Sponsoring and its influence on image of organization, methods of fundraising, models of communication in fundraising.
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Learning activities and teaching methods
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unspecified
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| prerequisite |
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| Knowledge |
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| No required specific prerequisities. |
| No required specific prerequisities. |
| learning outcomes |
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| Describe PR in internal communication and the use of PR tools to meet internal communication objectives. |
| Describe PR in internal communication and the use of PR tools to meet internal communication objectives. |
| Define the objectives and target groups of PR. |
| Define the objectives and target groups of PR. |
| Explain the basics of crisis communication management. |
| Explain the basics of crisis communication management. |
| Explain the principles of image building. |
| Explain the principles of image building. |
| Describe the basics of corporate identity. |
| Describe the basics of corporate identity. |
| Skills |
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| Analyse the objectives of PR activities. |
| Analyse the objectives of PR activities. |
| Create a PR strategy. |
| Create a PR strategy. |
| Plan PR communication. |
| Plan PR communication. |
| Evaluate the impact of these activities. |
| Evaluate the impact of these activities. |
| Use the means of creating corporate identity. |
| Use the means of creating corporate identity. |
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Recommended literature
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Aaker, D. A. Brand Building. Computer Press, 2003.
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BANYÁR, M. Značka a logo: vizuálne prvky značky a ich význam v procese brandingu.. Zlín, 2017. ISBN 978-80-7454-681-5.
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Ian Brooks. Firemní kultura. Computer press. ISBN 80-7226-763-9.
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Němec, P. Public relations, komunikace v konfliktních a krizových situacích. Praha: Management Press. ISBN 80-85943-66-2.
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SVOBODA, V. Public relations. Praha : Grada Publishing, 2006. ISBN 80-86419-10-X.
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Věrčák, Girgašová, Liškařová. Media Relations není manipulace. Ekopress.
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Vysekalová, J. Psychologie spotřebitele. Grada Publishing, 2004. ISBN 80-247-0393-9.
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Vysekalová, J. Psychologie v marketingových komunikacích. MOSPRA Brno. 1997.
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