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Public Relations

Type of study Bachelor
Language of instruction Czech
Code 116-0333/02
Abbreviation PR
Course title Public Relations
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator Ing. Tereza Prešnajderová, Ph.D.

Subject syllabus

1. Development of PR and its essence.
2. PR management.
3. Corporate Identity.
4. Media Relations I. (media relations management, spokesperson)
5. Media Relations II (press release, press conference)
6. Internal PR.
7. Corporate publishing.
8. Crisis communication.
9. Sponsorship.
10. Corporate Social Responsibility.
11. Event marketing.
12. Work of PR agencies.
13. PR online.
14. Evaluating the effectiveness of PR.

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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