UVSRPCP054 Public Relations

Faculty of Public Policies in Opava
Winter 2021
Extent and Intensity
0/1/0. 2 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Zuzana Urbánková (seminar tutor)
Guaranteed by
Mgr. Zuzana Urbánková
Institute of Public Administration and Social Policy – Faculty of Public Policies in Opava
Contact Person: JUDr. Marie Sciskalová, Ph.D.
Prerequisites (in Czech)
FAKULTA(FVP) && TYP_STUDIA(B) && FORMA(P)
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 is designed as a basic overview for students in the broad field of public relations. The course aim is to transfer and mediate theoretical knowledge and practical skills in this discipline, which in the broadest perspective describes the ways and forms of communication with the public. The greatest attention is paid to the development, procedures and methods of communication with the public. Students are also acquainted with the work of the various mass media, the procedures in establishing relationships with them and the development of mutual cooperation, so as to protect themselves and the organization or institution they represent. The instruction is therefore based on a combination of theoretical knowledge and practical skills. It draws on the experience of students in communication intensive environments of which the students, having successfully completed the course, will be well informed. Study Outcomes: Professional Knowledge: Student show knowledge of the facts, phenomena and processes of communication with the public, they can describe the history of this discipline, to characterize its laws, including influences on its work. Professional Skills: Students can communicate adequately with the public, adapt to sudden changes in demanding communication environments, and manage crisis communication technique. General Qualification: Students can communicate with the public - among other things through the media - clearly, concisely and intelligibly. They can reach out, engage and cooperate with the media so as to protect the image of themselves and companies or institutions they represent or work for. They also control their body language and emotions. They are capable of verbal and non-verbal communication so as to be perceived by their partners as well-bread.
Syllabus
  • 1.Public relations - subject, development of the discipline, terminology
    2. Principal resources and literature
    3. Sketch of history
    4. PR in conflict and crisis situations, principles of crisis communication
    5. PR Instruments
    6 . Public opinion, published opinion
    7. External and internal public relations
    8. Relation of PR and advertisement
    9. Effects of media
    10. Press law
    11. Summary
Literature
    required literature
  • HEJLOVÁ, Denisa. Public relations. Grada, 2015. ISBN 9788024750224. info
  • KŘEČEK, Jan. Politická komunikace: od res publica po public relations. Praha: Grada, 2013. info
  • HEGER, Vladimír. Komunikace ve veřejné správě. Praha: Grada, 2012. info
  • VYBÍRAL, Zbyněk. Psychologie komunikace. Praha: Portál, 2009. info
  • SVOBODA, Václav. Public relations: moderně a účinně. Praha: Grada, 2009. info
    recommended literature
  • JANOUŠEK, Jaromír. Psychologické základy verbální komunikace. Praha: Grada, 2015. info
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. Grada, 2012. ISBN 978-80-247-4005-8. info
  • ŠEDIVÝ, Marek, MEDLÍKOVÁ, Olga. Public relations, fundraising a lobbing: pro neziskové organizace. Praha: Grada, 2012. info
  • FREY, Petr. Marketingová komunikace: nové trendy. Management Press, 2011. info
  • PRŮCHA, Jan. Interkulturní komunikace. Praha: Grada, 2010. info
  • JAHODOVÁ, Jana. Moderní marketingová komunikace. Praha: Grada, 2010. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
In the seminars, students will be assigned continuous monitoring work.
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
  • Enrolment Statistics (recent)
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