KOM517S Public Communication

Obchodně podnikatelská fakulta v Karviné
léto 2007
Rozsah
1/2/0. 5 kr. Ukončení: zk.
Garance
Katedra cestovního ruchu a volnočasových aktivit – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
předmět má 6 mateřských oborů, zobrazit
Cíle předmětu
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.
Osnova
  • 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

    V rámci výuky kurzu a k jeho prezentaci jsou využívána elektronická média.
Informace učitele
1. Zvládnutí předepsaného obsahu kurzu
2. Prezentace tématu souvisejícího s médií a kulturou- 20 b.
3. Seminární práce na zadaná témata - 30 b.
4. Písemná závěrečná zkouška - 50 b.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2007, léto 2008.