KOM517 Public Communication

School of Business Administration in Karvina
Summer 2007
Extent and Intensity
1/2/0. 3 credit(s). Type of Completion: zk (examination).
Guaranteed by
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
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 (in Czech)
This course integrates effective communication strategies with organizational mission statements, and considers ethical dilemmas in public relations situations. Public relations cases are examined in order to learn effective strategic and tactical answers to public perception problems and opportunities. Basic concepts as well as the theory, principles and processes of public relations will be studied.
Syllabus (in Czech)
  • The course involves 1 hour of lecture and 2 hours of seminars.
    A. Outline of Lectures:
    1. Contemporary Public Relations
    2. Historical Origins
    3. Organizational Settings
    4. Ethics and Professionalism
    5. Legal Considerations
    6. Communication and Public Opinion
    7. Media and Media Relations
    8. Public Relations Problems
    9. Planning and Programming
    10. Taking Action and Communicating
    B. Outline of seminars:
    The seminars will focus on Contemporary Public Relations, particularly in North America and the EU. Historical Origins and Organizational Settings will first be studied to give students a background of PR. More detailed themes such as Ethics and Professionalism, Legal Considerations, Communication and Public Opinion, Media and Media Relations will be studied. Case studies dealing with Public Relations Problems will be analyzed. Finally, hands-on work on Planning and Programming as well as Taking Action and Communicating will conclude the series of seminars.
    C. Contents of the Course:
    1. Contemporary Public Relations
    - Definition of terms: Publicity, Advertising, Press Agentry, Public Affairs
    - PR vs. Marketing
    2. Historical Origins
    - Ancient PR beginnings
    - North American & EU origins
    3. Organizational Settings
    - Establishing a PR department
    - Working with other departments
    4. Ethics and Professionalism
    - The imperative of trust
    - Codes of ethics
    5. Legal Considerations
    - Commercial Speech
    - Lobbying
    - Libel and Slander
    - Copyright and Trademarks
    - Other legal issues
    6. Communication and Public Opinion
    - Dissemination vs. Communication
    - Elements of Communication
    - Definition of Public Opinion
    7. Media and Media Relations
    - New Media, New Challenges
    - Media for Internal and External Publics
    8. Public Relations Problems
    - Defining Public Relations Problems
    - Management Process
    - Case studies
    9. Planning and Programming
    - Strategic thinking
    - Writing the program
    10. Taking Action and Communicating
    - Action Component of Strategy
    - Communication Component of Strategy
    - Implementing the Strategy

    Předmět byl akreditován na fakultě dne 7. 5. 2003, platnost akreditace do konce akademického roku 2004/2005.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 1990, Summer 1991, Winter 1991, Summer 1992, Winter 1992, Summer 1993, Winter 1993, Summer 1994, Winter 1994, Summer 1995, Winter 1995, Summer 1996, Winter 1996, Summer 1997, Winter 1997, Summer 1998, Winter 1998, Summer 1999, Winter 1999, Summer 2000, Winter 2000, Summer 2001, Winter 2001, Summer 2002, Winter 2002, Summer 2003, Winter 2003, Summer 2004, Winter 2004, Summer 2005, Winter 2005, Summer 2006, Winter 2006, Winter 2007, Summer 2008.
  • Enrolment Statistics (Summer 2007, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2007/KOM517