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/X0015
Organizational form of instruction Lesson
Level of course not specified
Year of study not specified
Semester Winter and summer
Number of ECTS credits 2
Language of instruction Czech
Status of course unspecified
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
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.


Assessment methods and criteria
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
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester