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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Course content
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1. PR as a management function. 2.-4. Crisis communication. 5.-6. Sponsorship. 7.-8. Fundamentals of fundraising. 9.-10. Investor relations. 11.-12. Corporate Social Responsibility; 13. Measuring the effectiveness of PR campaigns.
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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 |
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| Successful completion of the course Introduction to Public Relations. |
| Successful completion of the course Introduction to Public Relations. |
| Skills |
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| Successful completion of the course Introduction to Public Relations. |
| Successful completion of the course Introduction to Public Relations. |
| learning outcomes |
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| Knowledge |
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| List the Tools of Internal PR |
| List the Tools of Internal PR |
| Explain the Fundamentals of Sponsoring |
| Explain the Fundamentals of Sponsoring |
| Explain the Fundamentals of Fundraising |
| Explain the Fundamentals of Fundraising |
| Describe the Basic Rules When Approaching a Sponsor |
| Describe the Basic Rules When Approaching a Sponsor |
| Describe the Basic Features of Corporate Culture |
| Describe the Basic Features of Corporate Culture |
| Skills |
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| Propose the Use of Internal PR Tools |
| Propose the Use of Internal PR Tools |
| Create an Affiliate Offer for a Sponsor |
| Create an Affiliate Offer for a Sponsor |
| Apply the Basic Rules When Approaching a Sponsor |
| Apply the Basic Rules When Approaching a Sponsor |
| Propose a Procedure for Measuring the Success of Fundraising Activities |
| Propose a Procedure for Measuring the Success of Fundraising Activities |
| Analyze the Basic Characteristics of Corporate Culture |
| Analyze the Basic Characteristics of Corporate Culture |
| 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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| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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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. Marketingové komunikace a public relations: výklad pojmů a teorie oboru. Karolinum, UK Praha, 2015. ISBN 9788024630755.
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HEJLOVÁ, Denisa. Public relations. Praha: Grada Publishing, 2016. ISBN 978-80-247-5022.
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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. ISBN 9781119362418.
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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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