KCJKKPC Public Communication

Obchodně podnikatelská fakulta v Karviné
zima 2013
Rozsah
Přednáška 8 HOD/SEM. 4 kr. Ukončení: zk.
Vyučující
Mgr. Jana Hejtmánková, Ph.D. (přednášející)
PhDr. Janusz Karpeta, Ph.D. (přednášející)
Garance
Mgr. Jana Hejtmánková, Ph.D.
Katedra cestovního ruchu a volnočasových aktivit – Obchodně podnikatelská fakulta v Karviné
Předpoklady
K absolvování předmětu nejsou vyžadovány žádné podmínky a předmět může být zapsán nezávisle na jiných předmětech.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
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. 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.
Osnova
  • 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
    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
Literatura
    povinná literatura
  • CUTLIP, CENTER & BROOM. Effective Public Relations. New Jersey: Prentice Hall, 2000. info
    doporučená literatura
  • DAY, LOUIS A. Ethics in Media Communication. 2000. 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
Výukové metody
Individuální konzultace
Demonstrace dovedností
Metody hodnocení
Kombinovaná zkouška
Vyučovací jazyk
Angličtina
Informace učitele
presentation, written paper on the given topic, written exam
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2008, léto 2009, zima 2009, léto 2010, zima 2010, léto 2011, zima 2011, léto 2012, zima 2012, léto 2013, léto 2014, zima 2014, léto 2015.