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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. History and development of public relations; 2. Forms of public relations; 3. Goals and target groups of PR; 4. - 6. Basics of media relations; 7. Internal public relations; 8. Sponsoring; 9. Corporate identity, image; 10. - 11. Events; 12. - 13. Feedback.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Practice exercises
- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 28 hours per semester
- Preparation for examination
- 50 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
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| 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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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Practice exercises |
| Practice exercises |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| 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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| Preparation of a presentation |
| Preparation of a presentation |
| Oral examination |
| Oral examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
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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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Breakenridge, Deirdre. PR 2.0 : new media, new tools, new audiences. Upper Saddle River : FT Press, 2008. ISBN 978-0-321-51007-5.
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Caywood, Clarke L. Public relations : řízená komunikace podniku s veřejností. 1. vyd. Brno : Computer Press, 2003. ISBN 8072268864.
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Phillips, David. Online public relations. Praha : Grada, 2003. ISBN 8024703688.
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SCOTT, MEERMAN, David. 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. 2017. ISBN 978-1119362418.
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Svoboda, V. Public relations moderně a účinně. Grada Publishing, 2006.
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