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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Káčerková Eliška, 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. Objectives and target groups of PR 4. - 6. Basics 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
- 26 hours per semester
- Home preparation for classes
- 30 hours per semester
- Preparation for examination
- 44 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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| 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 |
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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. Marketingová komunikace a public relations: výklad pojmů a teorie oboru. Praha: Univerzita Karlova, 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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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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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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