UBKKDBP043 Public Relations

Faculty of Philosophy and Science in Opava
Winter 2025
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Pavla Bergmannová (lecturer)
Mgr. Pavla Bergmannová (seminar tutor)
Guaranteed by
Mgr. Pavla Bergmannová
Institute of The Czech Language and Library Science – Faculty of Philosophy and Science in Opava
Timetable of Seminar Groups
UBKKDBP043/A: Tue 14:45–16:20 310, P. Bergmannová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course will provide students with deeper theoretical and practical knowledge in the field of public relations. It focuses on information about the planning and implementation of PR activities, internal communication, media relations, and the use of the internet to communicate with various target groups. The course also covers crisis communication, offering both theoretical insights and practical experience, among other topics.
Learning outcomes
The knowledge and skills gained can be applied in all areas related to the effective use of public relations techniques and tools.
Syllabus
  • 1. Public Relations as a tool of marketing communication.
  • 2. Advertising versus Public Relations.
  • 3. Media Relations.
  • 4. Internal communications.
  • 5. Crisis communication.
  • 6. Reputation.
  • 7. Sponsorship.
  • 8. Lobbying.
  • 9. How to measure the effectiveness of public relations?
  • 10. Ethics in Public Relations.
  • 11. Use of new media in Public Relations.
  • 12. Creating a PR strategy 1.
  • 13. Creating a PR strategy 2.
Literature
    required literature
  • BAJČAN, R. Techniky public relations aneb jak pracovat s médii. Praha, 2010.
  • FTOREK, J. Public Relations jako ovlivňování mínění. Praha, 2006. info
  • Svoboda, V. Public relations moderně a účinně. Praha, 2006. info
  • CAYWOOD, C. L. Public Relations. Řízená komunikace podniku s veřejností. Brno, 2003. info
    recommended literature
  • PHILLIPS, D. Online public relations. Praha, 2003.
  • TRAMPOTA, T. Zpravodajství. Praha, 2006.
  • SCOTT, D. M. Nová pravidla marketingu a PR. Brno: Computer Press, 2008. info
  • VĚRČÁK, V. a kol. Media Relations není manipulace. Praha, 2004. info
Teaching methods
Lectures, class discussion, group projects, presentations by professionals, reading.
Assessment methods
1. Participation in lectures aned seminars (max. two absences are permitted).
2. Active participation in class discussions, based on the knowledge of prescribed literature.
3. Well-timed implementation of partial tasks.
4. Completion of the course paper. Unsatisfactory papers will be returned for revision.
5. Credits are awarded with respect to the student´s participation in course discussions during the semester.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (recent)
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