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Lecturer(s)
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Course content
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1. Introduction to public relations 2. History of communication with the public (S: discussion topic: communication with the public today) 3. Propaganda, Public affairs, Lobby (S: discussion topic: Media - Manipulation or information?) 4. Basic concepts of PR, Corporate identity (corporate design, culture, communication, image) (S: discussion topic: corporate culture as a competitive advantage) 5. Introduction to Media Relations 6. Media scene ? Basic communication principles and tools 7. Discussion in the premises of Český rozhlas Olomouc, discussion topic: radio broadcasting. 8. Press release and other public communication tools (S: producing a press release on a given topic) 9. Press conference, Spokesperson (S: Discussion about preparing a press conference as a final course assignment) 10. Good and bad steps in Media Relations, Live communication, Communication with journalists 11. Crisis communication (S: Scenarios and a project of crisis communication in practice) 12. Communication effects and links between media relations and corporate identity. (S: Presentation - Effective or impressive communication?)
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Projection (static, dynamic), Activating (Simulations, Games, Dramatization)
- Excursion
- 3 hours per semester
- Preparation for the Course Credit
- 20 hours per semester
- Semestral Work
- 20 hours per semester
- Attendace
- 36 hours per semester
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Learning outcomes
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The aim of the course is to provide students with information and necessary skills regarding techniques and communication tools with the public. They will learn to work with the concepts of target group (marketing persona), communication tool or visual style. Students will be given a range of information for a better understanding of online marketing communication, incl. social networks. The course will also focus on the principles of communication with journalists, press release stylistics and the basics of copywriting. During the course, students will also get familiar with the current "map" of the Czech media and the structure of their owners. The course is focused on understanding the principle of public relations, its connection and common goals with marketing and techniques of communication with the public.
Upon completion of this course, students will: - be familiar with the techniques of communication with the public, - be masters of the stylistics of the print media, - know the basic principles for communication with journalists, - have a clear idea of the work and duties of public relations persons, - know how to prepare a crisis scenario, - be able to organize a press conference. The course places an emphasis on the following abilities and skills: - Nonverbal communication. - Teamwork. - Joint responsibility and working under the pressure of time limits. - The cultivation of a cultured appearance and manner of behaviour and speaking. - Professional dealings. - Working with people (organization, leadership, teamwork). - The techniques and tactics of communication. - Working with and evaluating information and then carrying out its proofreading, editing and correction. - Work with a PC, with a camera, with a videocamera - cooperation with other technologies.
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Prerequisites
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The student has completed marketing courses and is knowledgeable in this area.
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Assessment methods and criteria
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Written exam, Student performance, Analysis of Creative works (Music, Pictorial,Literary), Systematic Observation of Student
Successful completion of a credit test.
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Recommended literature
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(2012). Public Relations.
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Aaker, D. (2003). Brand building. Brno: Computer Press.
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Bajčan, R. (2003). Techniky public relations, aneb, Jak pracovat s médii. Praha: Management Press.
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Caywood, C. L. (2003). Public relations: řízená komunikace podniku s veřejností. Brno: Computer Press.
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Flamholtz, E. G., & Randle, Y. (2011). Corporate culture: The ultimate strategic asset. Stanford, Calif: Stanford Business Books.
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Ftorek, J. (2012). Public relations jako ovlivňování mínění. Praha: Grada.
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Jurášková, O. (2012). Trendy a značky, značky a trend. Marketing a komunikace, 22(1), 22-24.
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Kudynová, V. (2005). Na vlně i pod vlnou. Praha: SinCon.
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Němec, R. (2012). Reklama na Facebooku (nejen PPC): cena je velice příznivá. www.robertnemec.com.
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Pospíšil, P. (2002). Efektivní Public Relations a media relations. Praha: Computer Press.
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Schneider, J. (2007). Lobbying and interest representation. Brno: International Institute of Political Science of Masaryk University.
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Svoboda, V. (2009). Public relations moderně a účinně. Brno: Computer Press.
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Šindler, P. (2003). Event marketing: jak využít emoce v marketingové komunikaci. Praha: Grada.
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Verner, P. (2011). Propaganda a manipulace. Praha: Univerzita Jana Amose Komenského.
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Vysekalová, J. (2009). Image a firemní identita. Praha: Grada.
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Vysekalová, J. (2012). Psychologie reklamy. Praha: Grada Publishing.
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Vysekalová, J. (2004). Psychologie spotřebitele. Praha: Grada.
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Vysekalová, J. (2010). Reklama: jak dělat reklamu. Praha: Grada.
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