NE_CJ_PRL Public Relations

Institute of Technology and Business in České Budějovice
summer 2020
Extent and Intensity
2/2/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Mgr. Yaroslava Kostiuk, PhD. (seminar tutor)
Ing. Marie Slabá, Ph.D. (seminar tutor)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
NE_CJ_PRL/NE1: Sat 21. 3. 14:50–16:20 B1, 16:30–18:00 B1, Sun 5. 4. 8:00–9:30 B4, 9:40–11:10 B4, 11:25–12:55 B4, Sat 9. 5. 8:00–9:30 B1, 9:40–11:10 B1, 11:25–12:55 B1, R. Dušek
Prerequisites (in Czech)
NOW ( NE_NJ_PRL Německý jazyk odborný - Public Relations )
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 supported by learning outcomes
The course focuses on public relations as one of the basic communication disciplines, its understanding and the ability of practical application. The course deals with the key components of public relations, including a focus on corporate identity as the main tool of company visual presentation.
Learning outcomes
After successful completion of the course a student:
understands the basic principles of public relations and external and internal communication linked to public relations,
applies public relations tools to practical situations,
applies effectively public relations tools in company practice,
builds his/her own communication competences,
applies presentation and communication skills thanks to which he/she is able to create and build long-term mutual relations with the company key stakeholders and media
understands the importance of corporate identity, culture and communication,
proposes a basic suitable corporate identity,
applies PR tools in company practice,
prepares and coordinates a marketing campaign from the point of view of copywriting and is able to identify the factors that i
Syllabus
  • Lectures
  • Public opinion and the possibilities of its influencing; definition of the term PR.
  • PR as a separate field of marketing communication; specification of the theoretical approaches to PR.
  • Development of PR in Europe and in the CR.
  • Tools and spheres of PR.
  • The importance of PR activities for companies. Information sources and communication channels for PR
  • Research, measurement and evaluation of PR activities, Corporate Publishing.
  • Strategic and tactical planning of PR activities.
  • PR in organizations with specific products (education, sport, culture entertainment, travelling, non-profit making organizations).
  • Press relations – cooperation with mass media.
  • Public affairs and government relations.
  • Lobbying as a part of PR.
  • PR agencies and organizations active in PR.
  • Organization identity as an important element of present marketing communication; Crisis communication and PR.
  • Seminars
  • Preparation of a PR plan; Discussion of the topic “The relation between marketing, marketing communication and PR”
  • Copywriting and preparation of PR messages.
  • Discussion of the topic “Mass media, their typology and application to PR” and “How to catch customer’s attention by means of a text”.
  • Discussion of the topic “Company and product slogans” and “Product names and packaging from the copywriting point of view”.
  • Direct marketing and the content aspect of a text.
  • Preparation of a crisis communication plan and PR.
  • Planning and preparation of an event marketing activity.
  • Event marketing as a part of PR.
  • Organization of marketing activities.
  • Job description, basic skills, competences and personal traits of a PR specialist. Communication principles of a PR specialist for effective PR.
  • Training in communication techniques for effective PR building.
  • New technologies in PR. Internet presentation and social media from the copywriting point of view.
  • Discussion of the topic “Ethics in PR and unethical and manipulative techniques”.
Literature
    required literature
  • HEJLOVÁ, D., 2015. Public relations. Prague: Grada. ISBN 978-80- 24750-2-24.
  • SMITH, R. D., 2017. Strategic Planning for Public. [s. l.]: Taylor & Francis. ISBN 978-13-51983-3-89.
    recommended literature
  • REIC, I., 2016. Events Marketing Management: A consumer perspective. [s. l.]: Routledge. ISBN 978-11-36289-7-98.
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures6 
Preparation for Seminars, Exercises, Tutorial839
Preparation for a presentation213
Preparation of a seminar paper1010
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Total:7878
Assessment Methods and Assesment Rate
Test – final 70 %
seminar paper and its defence 30 %
Exam conditions
Successful completion of the final test, preparation of a project and participation on its defence for daily students. The defence does not apply to the combined study students. Handing the project in and its defence is necessary for the completion of the subject. Final assessment is based on a written test.
Language of instruction
Czech
Teacher's information
The attendance in the lessons in all forms of study is dealt with by a special internal standard (Registration of VŠTE students attendance). 70 % attendance at seminars and exercises is compulsory for daily students.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2020/NE_CJ_PRL