| Course Unit Code | 116-0333/02 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| NAV121 | Ing. Tereza Prešnajderová, Ph.D. |
| Summary |
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| The course deals with the issue of public relations as an important tool of marketing communication. Students will learn the essence of the functioning of this element of marketing communication and will be able to analyze individual PR tools and work with them practically. |
| Learning Outcomes of the Course Unit |
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1. To identify PR as tool of communications mix.
2. To create a press release.
3. To desing appropriate tools for publicity.
4. To plan all activities which are required for event organization.
5. To formulate requirements for cooperation with PR agency. |
| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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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. |
SCHOBER, Patrik. Od public relations k leadershipu. Budoucnost efektivní komunikace. Praha: Premium Media Group, 2023. ISBN 978-80-908023-0-8.
SMOLOVÁ, Helena. Public relations. Praha: Vysoká škola ekonomie a managementu, 2017. 115 s. ISBN 978-80-87839-83-6.
TOMANDL, Jan et al. Krizová komunikace. Principy - zkušenosti - postupy. Brno: Masarykova univerzita, 2020. 221 s. ISBN 978-80-210-9636-3. |
| Recommended Reading: |
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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. |
KELLEHER, Tom. Public Relations. 2nd ed. Oxford: University Press, 2020. 464 p. ISBN 978-0-190-92509-3.
NOVOTNÁ, Eliška a Martin MUSIL. O PR – uvedení do public relations. Praha: Oeconomica, 2016. 117 s. ISBN 978-80-245-2193-0.
VORÁČEK, Vladimír. Mediální komunikace a public relations ve veřejné správě. Praha: Institut pro veřejnou správu, 2018. 147 s. ISBN 978-80-86976-48-8. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Graded credit | Graded credit | 100 (100) | 51 |
| Seminární práce | Semestral project | 40 | 20 |
| Zápočtový test | Written test | 60 | 31 |