KCJKPPC Public Communication

School of Business Administration in Karvina
Winter 2011
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
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
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
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
The course is also listed under the following terms Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Summer 2015.
  • Enrolment Statistics (Winter 2011, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2011/KCJKPPC