OPF:KCJKPPC Public Communication - Course Information

KCJKPPC Public Communication

Extent and Intensity

2/1/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Mgr. Jana Hejtmánková, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina

Prerequisites (in Czech)

K absolvování předmětu nejsou vyžadovány žádné podmínky a předmět může být zapsán nezávisle na jiných předmětech.

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

• Marketing and Management (programme OPF, N_EKOMAN)

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. 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.

Syllabus

• 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
  11. Case studies
  12. The review of case studies
  13. The summary of case studies and analysis of presentations.
  

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

Teaching methods

Skills demonstration
Seminar classes

Assessment methods (in Czech)

Kombinovaná zkouška

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

presentation, written paper on the given topic, written exam

• Enrolment Statistics (Winter 2012, recent)
  
• Permalink: https://is.slu.cz/course/opf/winter2012/KCJKPPC