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Terminated in academic year 2018/2019

Public Relations

Type of study Follow-up Master
Language of instruction Czech
Code 116-0333/01
Abbreviation PR
Course title Public Relations
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator Ing. Jana Hodulová, Ph.D.

Subject syllabus

1. PR History and its position in communication mix.
2. Target groups of PR.
3. PR activities.
4. Media relations.
5. Publicity and how to reach it.
6. Corporate Identity.
7. Press release.
8. Press conference, planing and organization.
9. Public Relations online.
10. Crisis communication.
11. PR agencies.
12. Event marketing.

Literature

KELLEHER, Tom. Public Relations. 2nd ed. Oxford: University Press, 2020. 464 p. ISBN 978-0-190-92509-3 .
PELSMACKER, P., M. GEUENS and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. Harlow: Pearson, 2021. 566 p. ISBN 978-1-292-32789-1.
WHITAKER, W. R., R. D. SMITH and J. E. RAMSEY. Mediawriting: Print, Broadcast, and Public Relations. 5th ed. New York: Taylor&Francis, 2019. 401 p. ISBN 978-1-138-34178-4 .

Advised literature

CLOW, Kenneth, E. and Donald BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th ed. New Jersey: Pearson Education, 2018. ISBN 978-01-34484-13-6 .
LUTTRELL, Regina, M. and Luke W. CAPIZZO. Public Relations Campaigns: An Integrated Approach. Thousand Oaks: SAGE, 2019. 276 p. ISBN 978-1-5063-3251-2 .
SMUDDE, Peter, M. Managing Public Relations. 2nd ed. New York: Routledge, 2023. 352 p. ISBN 978-1-032-07676-8 .


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