Course: Public Relations as a tool of Corporate Strategy

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Course title Public Relations as a tool of Corporate Strategy
Course code KPP/W0015
Organizational form of instruction Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 2
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Houžvička Václav, doc. PhDr. Ph.D.
Course content
1. Genesis discipline, current trends and the current state of Public Relations 2. Relation of PR and mass media of communication 3. Media strategy in the context of the marketing mix 4. Active and reactive Public Relations 5. Methods of crisis communication in an environment of mass media 6. Monitoring of mass media, media analysis as an instrument for feedback 7. Relationship Public Relations, propaganda and ideology 8. Public Relations and Public Opinion 9. The Agency for Public Opinion Research, the principles of cooperation 10.Tools Public Relations-relationships with government institutions and state administration, relations with shareholders, business partners, and others. 11.Community Relations relations- to a nearby neighborhood / registered enterprises / institutions 12.PR as an instrument for the formation of internal cohesion, employee relations, PR as part of corporate culture 13.PR as a function of creating a Corporate Social Responsibility activities of corporate social responsibility towards marginalized and minority social groups in society.

Learning activities and teaching methods
  • unspecified - 26 hours per semester
  • unspecified - 13 hours per semester
  • unspecified - 13 hours per semester
  • unspecified - 13 hours per semester
Learning outcomes
The aim of the course is to explain the principles of PR (public relations) in the context of corporate marketing mix. The long-term strategic goal of PR is to positively influence attitudes professionals and the public to the company / institution. Part of the course is comprehensive information about the origin and use of PR instruments with emphasis on the period after the Second World War. Students will learn to identify the differences between propaganda, commercial advertisements and specific methods of public relations. The focus of the course is based on the fact that PR is sorted to separate management functions management firms and institutions. Course content is connected to the VK - Communication.
After completing the course, students: -specify potential effects of of the main activities Public Relations -apply instruments of PR in a corporate communication strategy -manage usage monitoring outputs mass media -choose individual instruments PR crisis communication enterprise / institution -judge PR benefit to gain and maintain the company's position in a competitive environment -identify differences and relations the business activities of advertising and Public Relations
It is recommended to complete as the first step VK Communications,because VK Public Relations builds to some extent on it´s content, the goals and methods.

Assessment methods and criteria
Participation in seminars is required and controlled. The standard requires 75% attendance. The course is concluded by credit with a value of 2 credit points. Evaluation is carried out in a standard way-succeeded / failed The condition for granting credit processing and execution of the presentation of the chosen topic (visual, textual, verbal), whose selection is based on the knowledge gained in the course, literature, possibly self-interest and experience. The discussion following the oral presentation is interactive in nature. Additional evaluation criteria is student activities during the seminar, the ability to convincingly articulate and defend their own opinion.
Recommended literature
  • BERNAYS, E. L. Propaganda. New York: Ig Publishing 2004.
  • BOGART, L. Press and Public. Lawrence Erlbaum Associates, Publishers: Hillsdale/ Hove and London, 1989..
  • Ftorek, J. Public relations a politika. Praha: Grada, 2009.
  • Ftorek, J. Public relations jako ovlivňování mínění-Jak úspěšně ovlivňovat a nenechat se zmanipulovat. Praha: Grada, 2009.
  • Kunczik, M. Základy masové komunikace.. Praha: Karolinum, 1995.
  • KUNŠTÁT, D. České veřejné mínění: výzkum a teoretické souvislosti. Sociologický ústav AV ČR: Praha, 2006..
  • L´ETANG, J. Public relations - Základní teorie, praxe, kritické přístupy. Portál: Praha, 2009.

Study plans that include the course