KCJ006 Effective Public Relations - 5. část

Obchodně podnikatelská fakulta v Karviné
léto 2007
Rozsah
0/3/0. 2 kr. Ukončení: zk.
Garance
Katedra cestovního ruchu a volnočasových aktivit – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Osnova
  • 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.
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.
původní hodnocení: souborná zkouška.
Předmět je zařazen také v obdobích zima 1990, léto 1991, zima 1991, léto 1992, zima 1992, léto 1993, zima 1993, léto 1994, zima 1994, léto 1995, zima 1995, léto 1996, zima 1996, léto 1997, zima 1997, léto 1998, zima 1998, léto 1999, zima 1999, léto 2000, zima 2000, léto 2001, zima 2001, léto 2002, zima 2002, léto 2003, zima 2003, léto 2004, zima 2004, léto 2005, zima 2005, léto 2006, zima 2006, zima 2007.