VŠTE:NE_PRL Public Relations - Informace o předmětu

NE_PRL Public Relations

Rozsah

2/2/0. 5 kr. Ukončení: zk.

Vyučující

Ing. Radim Dušek, Ph.D. (cvičící)
Ing. Marie Slabá, Ph.D. (cvičící)

Garance

Ing. Marie Slabá, Ph.D.
Katedra cestovního ruchu a marketingu – Ústav podnikové strategie – Rektor – Vysoká škola technická a ekonomická v Českých Budějovicích
Dodavatelské pracoviště: Katedra cestovního ruchu a marketingu – Ústav podnikové strategie – Rektor – Vysoká škola technická a ekonomická v Českých Budějovicích

Rozvrh seminárních/paralelních skupin

NE_PRL/NE1: Ne 23. 2. 13:05–14:35 B1, 14:50–16:20 B1, So 4. 4. 13:05–14:35 B1, 14:50–16:20 B1, 16:30–18:00 B1, Ne 19. 4. 13:05–14:35 A2, 14:50–16:20 A2, 16:30–18:00 A2, R. Dušek
NE_PRL/P01: Čt 8:00–9:30 N205, R. Dušek
NE_PRL/S01: Čt 9:40–11:10 N205, R. Dušek
NE_PRL/S02: Čt 9:40–11:10 N205, R. Dušek

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu opírající se o výstupy z učení

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.

Výstupy z učení

After successful completion of the course, students are able to:
- 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 influence the buying behaviour of consumers in B2B and B2C markets.

Osnova

• Lectures
• 1. Public opinion and the possibilities of its influencing; definition of the term PR.
• 2. PR as a separate field of marketing communication; specification of the theoretical approaches to PR.
• 3. Development of PR in Europe and in the CR.
• 4. Tools and spheres of PR.
• 5. The importance of PR activities for companies. Information sources and communication channels for PR.
• 6. Research, measurement and evaluation of PR activities, Corporate Publishing.
• 7. Strategic and tactical planning of PR activities.
• 8. PR in organizations with specific products (education, sport, culture entertainment, travelling, non-profit making organizations).
• 9. Press relations – cooperation with mass media.
• 10. Public affairs and government relations.
• 11. Lobbying as a part of PR.
• 12. PR agencies and organizations active in PR.
• 13. Organization identity as an important element of present marketing communication; Crisis communication and PR. Semináře
• 1. Preparation of a PR plan; Discussion of the topic “The relation between marketing, marketing communication and PR”.
• 2. Copywriting and preparation of PR messages.
• 3. Discussion of the topic “Mass media, their typology and application to PR” and “How to catch customer’s attention by means of a text”.
• 4. Discussion of the topic “Company and product slogans” and “Product names and packaging from the copywriting point of view”.
• 5. Direct marketing and the content aspect of a text.
• 6. Preparation of a crisis communication plan and PR.
• 7. Planning and preparation of an event marketing activity.
• 8. Event marketing as a part of PR.
• 9. Organization of marketing activities.
• 10. Job description, basic skills, competences and personal traits of a PR specialist. Communication principles of a PR specialist for effective PR.
• 11. Training in communication techniques for effective PR building.
• 12. New technologies in PR. Internet presentation and social media from the copywriting point of view.
• 13. Discussion of the topic “Ethics in PR and unethical and manipulative techniques”.

Literatura

povinná literatura
• 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.

doporučená literatura
• REIC, I., 2016. Events Marketing Management: A consumer perspective. [s. l.]: Routledge. ISBN 978-11-36289-7-98.

Organizační formy výuky

přednáška
seminář

Komplexní výukové metody

frontální výuka
skupinová výuka - kooperace
projektová výuka
brainstorming
kritické myšlení
samostatná práce – individuální nebo individualizovaná činnost
výuka podporovaná multimediálními technologiemi

Studijní zátěž

Aktivita	Počet hodin za semestr
	Prezenční forma	Kombinovaná forma
Attendance at a presentation	2
Attendance at the final test	2	2
Preparation for a partial test	15	15
Preparation for a presentation	6	28
Preparation of a seminar paper	30	30
Příprava na přednášky	13
Příprava na seminář, cvičení, tutoriál	10	39
Účast na přednáškách	26
Účast na semináři/cvičeních/tutoriálu/exkurzi	26	16
Celkem:	130	130

Podmínky testu

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.

Vyučovací jazyk

Angličtina

Informace učitele

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.

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