KCJ006 Effective Public Relations - Part 5

School of Business Administration in Karvina
Winter 2007
Extent and Intensity
0/3/0. 2 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 offered to students of any study field.
Course objectives (in Czech)
The purpose of this course is to give students a general outlook of what public relations is all about. This course will also integrate written and oral English skills, and put into practice what has been learned in the first four semesters of English. Written exercises in grammar and vocabulary as well as questions based on the readings will be provided at the end of each lesson.
Syllabus (in Czech)
  • Struktura výkladu:
    Structure of the course:
    The course involves 1 hour of lecture and 2 hours of seminars.
    A. Přednášky:
    A. Outline of Lectures:
    1. What is Public Relations?
    2. Getting from here to there
    3. Theoretical Framework
    4. Planning for Results
    5. Corporate Public Relations
    6. Crisis Public Relations
    7. Internal Communications
    8. Community Relations and Sponsorship
    9. Specialist Public Relations
    10. Theory and Practice
    B. Semináře:
    B. Outline of seminars:
    The seminars will focus on what Public Relations is all about by first studying its historical origins and theoretical framework. Other topics to follow such as Corporate Public Relations and Crisis Public Relations, as well as Community Relations and Sponsorship will be studied to give students an insight on how Public Relations practitioners have to deal in the internal, corporate level as well as other publics such as the different communities, and how problems and crises may arise from these . The topic Specialist Public Relations will discuss areas in International Public Relations, Media and Government. Some case studies dealing with Public Relations Problems will be viewed on video and discussed.
    Obsah kurzu:
    Contents of the Course:
    1. What is Public Relations?
    -Definitions: Public Relations, Advertising, Advertorial, Marketing, Propaganda
    -The Public Relations Industry
    -Media Relations
    -Other PR activities
    2. Getting from here to there
    -Historical Overview
    -Propaganda and Persuasion
    -Public Understaanding
    -Public Relations as a Profession
    -Codes of Practice
    3. Theoretical Framework
    -Communication Theory
    -Barriers to Effective Communication
    -Four Models of Public Relations
    4. Planning for Results
    -The Public Relations Plan
    -Consultancy
    5. Corporate Public Relations
    -Definitions: Corporate strategy, Corporate Communications, Public Affairs, Corporate identity and corporate image, corporte advertising, corporate reputation
    -The Corporate Public Relations Process
    -Corporate Connections
    -Implementing Corporte Public Relations Programmes
    6. Crisis Public Relations
    -What is a crisis?
    -Case Study
    7. Internal Communications
    -What do organisations and employees want from each other?
    -Why communicate?
    -Corporate Culture
    -What to communicate
    -Responsibility for Internal Communication
    8. Community Relations and Sponsorship
    -The Social Responsibilities of Companies
    -Organisation Functions in terms of Corporate Responsibility
    -Community Relations
    -Sponsorship
    9. Specialist Public Relations
    -Media Relations
    -Central and Local Government Public Relations
    -International Public Relations
    -Investor Relations
    10. Theory and Practice
    -Fundamental Principles
    -Future of Public Relations

    V rámci výuky kurzu a k jeho prezentaci jsou využívána elektronická média. Studenti pracují s anglickými internetovými stránkami při vyhledávání textů do výuky. K dispozici jim jsou stránky katedry cizích jazyků www.opf.slu.cz/kcj, na kterých se nacházejí podrobnější informace k danému předmětu a úkoly pro práci s internetem. Mají možnost využít slovníky na internetu např. www.seznam.cz, nebo www.translator.cz.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: původní hodnocení: souborná zkouška.
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, Summer 2007.
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  • Permalink: https://is.slu.cz/course/opf/winter2007/KCJ006