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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Zábojová Romana, Mgr. Ph.D.
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Course content
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1. History and development of public relations. 2. Forms of public relations. 3. PR objectives and target groups. 4.-6. Fundamentals of media relations. 7. Internal public relations. 8. External public relations. 9. Corporate identity, image. 10.-11. Events. 12.-13. Feedback.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 55 hours per semester
- Preparation for examination
- 60 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Describe History and Development of Public Relations. |
| Describe History and Development of Public Relations. |
| Define Goals and Target Groups of PR. |
| Define Goals and Target Groups of PR. |
| Explain Basics of Media Relations. |
| Explain Basics of Media Relations. |
| Explain Rules for Creating a Press Release. |
| Explain Rules for Creating a Press Release. |
| Describe Basics of Corporate Identity. |
| Describe Basics of Corporate Identity. |
| Skills |
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| Analyze Goals of PR Activities. |
| Analyze Goals of PR Activities. |
| Analyze Target Groups of PR Activities. |
| Analyze Target Groups of PR Activities. |
| Write a Press Release. |
| Write a Press Release. |
| Prepare a Press Conference. |
| Prepare a Press Conference. |
| Apply the Means of Creating a Corporate Identity. |
| Apply the Means of Creating a Corporate Identity. |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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BREAKENRIDGE, Deirdre. Answers for modern communicators: a guide to effective business communication. New York, NY: Rouledge, 2017. ISBN 9781351863018.
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HALADA, Jan, ed. Marketingová komunikace a public relations: výklad pojmů a teorie oboru. Praha: Univerzita Karlova v Praze, nakladatelství Karolinum, 2015. ISBN 9788024630755.
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HEJLOVÁ, Denisa. Public relations. Praha: Grada Publishing, 2016. ISBN 978-80-247-5022.
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Horný, Stanislav. Praktická učebnice tvorby firemního stylu. Professional Publishing. Průhonice, 2016. ISBN 9788090659438.
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KELLEHER, Tom. Public relations. New York: Oxford University Press, 2021. ISBN 9780190925093.
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KOPECKÝ, Ladislav. Public relations: dějiny - teorie - praxe. Žurnalistika a komunikace. Praha: Grada, 2013. ISBN 9788024742298.
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McCOMBS, Maxwell E. Setting the agenda: the mass media and public opinion. 2nd ed.. Cambridge: Polity Press, 2014. ISBN 978-80-7367-591-2.
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ROSENBERG, Amy. A Modern Guide to Public Relations: Unveiling the Mystery of PR: Including: Content Marketing, SEO, Social Media & PR Best Practices. Veracity Marketing, 2021. ISBN 978-1736514009.
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SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken: Wiley. 2017.
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SWANN, Patricia. Cases in public relations management: the rise of social media and activism. New York: Routledge, Taylor & Francis Group, 2020. ISBN 978-1-138-08887-0.
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