|
Lecturer(s)
|
-
Gamalová Kamila, Mgr. MBA
-
Káčerková Eliška, Mgr. Ph.D.
|
|
Course content
|
1. - 3. History and development of public relations, forms of PR; 4. - 5. Goals and target groups of PR; 6. - 8. Basics of media relations; 9. - 11. Internal public relations, corporate identity and image; 12. - 13. Feedback.
|
|
Learning activities and teaching methods
|
- Home preparation for classes
- 120 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Knowledge |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
|---|
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Analysis of a presentation |
| Analysis of a presentation |
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
|
Recommended literature
|
-
BREAKENRIDGE, Deirdre. Answers for modern communicators: a guide to effective business communication. New York, NY: Rouledge, 2017. ISBN 9781351863018.
-
HALADA, Jan. Marketingová komunikace a public relations: výklad pojmů a teorie oboru. Praha: Univerzita Karlova, Karolinum, 2015. ISBN 9788024630755.
-
HEJLOVÁ, Denisa. Public relations. Praha: Grada Publishing, 2016. ISBN 978-80-247-5022.
-
Horný, Stanislav. Praktická učebnice tvorby firemního stylu. Professional Publishing. Průhonice, 2016. ISBN 9788090659438.
-
McCOMBS, Maxwell E. Setting the agenda: the mass media and public opinion. 2nd ed.. Cambridge: Polity Press, 2014. ISBN 978-80-7367-591-2.
|