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Lecturer(s)
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Kožená Marcela, doc. Ing. Ph.D.
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Kantorová Kateřina, Ing. Ph.D.
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Course content
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Communication as a social phenomenon. Marketing and methods of public relations. Origin and essence of PR methods. PR and public. Influence on public by means of mass media. Communication in conflict and crisis situation. Communication in crisis situation of a company. Principles of crisis communication. Public opinion and communication. Identity and image. Campaigns, boycotts, pressure groups. Strategic information management. Content analysis of media. Selected examples of communication studies.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
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Learning outcomes
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The aim of the course is to acquaint the students with one of the most important instruments of communication which is currently indispensable for the recent company in relations with other subjects. Generally, public relations are considered to be a part of marketing mix (promotion), according to any other theories it rather overreach its framework and it is cnsidered to be an instrument of strategic management. This characteristic results mainly from the fact that the main task of public relations is not only to create good relations and positive image of a company but also to prevent, eventually solve effectively conflict and crisis situations.
A student will obtain knowledge of the tasks of public relations and the possibilities and forms of its correct implementation. The student will receive an overview of the importance of creating good public relations and the positive image of the company also on prevention, respectively effective solutions to conflict and crisis public relations tools.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Written examination, Home assignment evaluation
The graded assignment is granted upon completion of the seminar paper and passing the written test.
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Recommended literature
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CAYWOOD, C.L.:. Public relations. Brno: Computer Press, 2003.
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FTOREK, J.:. Public Relations jako ovlivňování mínění: jak úspěšně ovlivňovat a nenechat se zmanipulovat. 3. rozš. vyd. Praha: Grada, 2012, 215 s. Komunikace (Grada). ISBN 978-80-247-3926-7.
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KANTOROVÁ, K.:. Marketing II. 1. vyd. Pardubice: Univerzita Pardubice, 2014. ISBN 978-80-7395-815-2..
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KOTLER, P.:. Moderní marketing: 4. evropské vydání. 1. vyd. Praha: Grada, 2007, 1041 s. ISBN 978-80-247-1545-2.
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PHILIPS, D.:. Online public relations. Praha: Grada, 2003.
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PŘIKRYLOVÁ, J., JAHODOVÁ, H.:. Moderní marketingová komunikace. 1. vyd. Praha: Grada, 2010, 303 s. (16) s. obr. příl. Expert (Grada). ISBN 978-80-247-3622-8.
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SVOBODA, V.:. Public relations - 2. doplněné vydání. Praha: Grada Publishing, 2010.
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SVOBODA, V.:. Public relations moderně a účinně. 2. aktualiz. a dopl. vyd. Praha: Grada, 239 s. ISBN 978-80-247-2866-7.
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VACULÍK, J. a kol.:. Public relations. Pardubice: Univerzita Pardubice, 2010.
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