Course: Public relations

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Course title Public relations
Course code KRL/PUR2
Organizational form of instruction Lecture
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 2
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Herman Marek, PhDr.
Course content
1. Introduction to public relations 2. History of communication with the public 3. Propaganda 4. Public affairs 5. Lobbying 6. Basic concepts of PR 7. Corporate identity (corporate design, culture, communication, image) 8. Crisis communication 9. Scenarios and a project of crisis communication in practice 10. Effects of communication and links between media relations and corporate identity. 11. New trends in PR

Learning activities and teaching methods
Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Projection (static, dynamic), Activating (Simulations, Games, Dramatization)
  • Homework for Teaching - 26 hours per semester
  • Preparation for the Course Credit - 20 hours per semester
  • Attendace - 13 hours per semester
Learning outcomes
The aim of the course is to introduce to the students the basic concepts of public relations (image, corporate identity, public opinion). The content of the course focuses on the components of corporate identity and the importance of their interconnection and sharing. The course is further aimed at propaganda, lobbying, sponsoring and organizing large events. The course includes practical preparation for crisis communication. The course is a follow-up of Public relations I. Information about this course was translated to English within the project Internationalization of the Faculty of Physical Culture, Palacký University, Olomouc, No. CZ.1.07/2.2.00/28.0028, co-funded by the European Social Fund and the Government of the Czech Republic.
Upon completion of the course the student is knowledgeable about communication with the public. The student is capable of producing a crisis scenario, has knowledge and ability to distinguish terms such as propaganda, public affairs and understands the basic concepts of lobbying.
The student is knowledgeable in the area of media relations corresponding with the content of Public relations 1.

Assessment methods and criteria
Written exam, Student performance, Analysis of Creative works (Music, Pictorial,Literary), Systematic Observation of Student

No special prerequisities are required, just to be interested in the content of the course.
Recommended literature
  • Aaker, D. (2003). Brand building. Brno: Computer Press.
  • Argenti, P. A. (2013). Corporate communication. New York, NY: McGraw Hill.
  • Avner, M. (2013). The lobbying and advocacy handbook for nonprofit organizations. Saint Paul, Minn: Fieldstone Alliance.
  • Bruce, B. (2012). On the origin of spin. [Velká Británie?: s.n.].
  • Caywood, C. L. (2003). Public relations: řízená komunikace podniku s veřejností. Brno: Computer Press.
  • Denison, D. R. (1997). Corporate culture and organizational effectiveness. [Ann Arbor, Mich.: Denison Consulting].
  • Flamholtz, E. G., & Randle, Y. (2011). Corporate culture: The ultimate strategic asset. Stanford, Calif: Stanford Business Books.
  • Ftorek, J. (2012). Public relations jako ovlivňování mínění. Praha: Grada.
  • Guth, D. (2012). Public relations: A values-driven approach. Boston, Mass: Allyn & Bacon.
  • Jurášková, O. (2012). Trendy a značky, značky a trend. Marketing a komunikace, 22(1), 22-24.
  • Kudynová, V. (2005). Na vlně i pod vlnou. Praha: SinCon.
  • Němec, R. (2012). Reklama na Facebooku (nejen PPC): cena je velice příznivá.
  • Pospíšil, P. (2002). Efektivní Public Relations a media relations. Praha: Computer Press.
  • Schein, E. H. (2010). Organizational culture and leadership. San Francisco, Calif.: Jossey-Bass.
  • Schneider, J. (2007). Lobbying and interest representation. Brno: International Institute of Political Science of Masaryk University.
  • Svoboda, V. (2009). Public relations moderně a účinně. Brno: Computer Press.
  • Šindler, P. (2003). Event marketing: jak využít emoce v marketingové komunikaci. Praha: Grada.
  • Verner, P. (2011). Propaganda a manipulace. Praha: Univerzita Jana Amose Komenského.
  • Vysekalová, J. (2009). Image a firemní identita. Praha: Grada.
  • Vysekalová, J. (2012). Psychologie reklamy. Praha: Grada Publishing.
  • Vysekalová, J. (2004). Psychologie spotřebitele. Praha: Grada.
  • Vysekalová, J. (2010). Reklama: jak dělat reklamu. Praha: Grada.
  • Welch, D. (2013). Propaganda: Power and persuasion. London: British Library.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Physical Culture Recreology (2011) Physical education and sport 2 Winter