OPF:KOM517S Public Communication - Course Information

KOM517S Public Communication

Extent and Intensity

1/2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Janusz Karpeta, Ph.D. (lecturer)
PhDr. Janusz Karpeta, Ph.D. (seminar tutor)

Guaranteed by

PhDr. Janusz Karpeta, Ph.D.
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

there are 12 fields of study the course is directly associated with, display

Course objectives

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
  
  V rámci výuky kurzu a k jeho prezentaci jsou využívána elektronická média.

Literature

required literature
• CUTLIP, CENTER & BROOM. Effective Public Relations. New Jersey: Prentice Hall, 2000. info

recommended literature
• DAY, Louis. Ethics in Media Communications: Cases and Controversies. 1999. info
• BIVINS, T. Handbook for Public Relations Writing. Lincolnwood IL: NYC Business Books, 1995. info
• CENTER, A., JACKSON, P. Public Relations Practices: Managerial Case Studies and Problems. NJ: Prentice Hall, 1995. info

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

• Enrolment Statistics (Winter 2007, recent)
  
• Permalink: https://is.slu.cz/course/opf/winter2007/KOM517S