SYLLABUS SUBJECT Public Relations TEACHER Wojciech Furman, Ph.D., [email protected]
COURSE DESCRIPTION The primary objective of this course is to introduce students to basic knowlegde of contemporary concepts and techniques of Public Relations (PR). However, the main approach of the course will be that of the communication science and not so much of management nor marketing. The course consists of lectures (15 hours) and seminars (15 hours). TOPICS: 1. Definig Public Relations 2. Historical Origins and Four Models od PR by Grunig and Hunt 3. Communacation Effects and Public Opinion 4. Overview of PR Techniques 5. Planning and Programming 6. Internal Relations and Employee Comunication 7. Media Relations I: Press Release. 8. Media Relations II: Press Conference 9. Crisis PR 10. Adverstisement and Sponsoring 11. Government and Public Affairs 12. Ethics and Professionalism 13. Corporate Social Responsibility 14. Social Media and PR 15. Social Marketing and PR LEARNING OUTCOMES At the end of the course students are expected to understand the main principles and concepts of PR. They also should be able to recognize and analyse the current cases of correct or wrong PR activities. GRADING POLICY 50% - active participation in lectures and seminars, 50% - final paper. TIMETABLE Lectures and seminars will be conducted once a week alternatively, from the end of February till mid-June.
2 TEXTBOOK AND REQUIRED MATERIALS Cutlip, S. H., Center, A. H. and Broom, G. M. 2006. Effective Public Relations, 9th Edition. Upper Saddle River: Pearson Education Inc. Grunig, J. E. and Hunt, T. 1984. Managing Public Relations. New York: Holt, Rinehart and Winston, Inc. ADDITIONAL READINGS Louw, E. 2010. The Media and Political Process. London: Sage. Negrine, R. 2008. The Transformation of Political Communication. Houndmills: Palgrave Macmillan. Washbourne, N. 2010. Mediating Politics. Maidenhead: Open University Press. RECOMMENDED SEARCH ENGINES http://scholar.google.com http://www.scirus.com http://www.sciseek.com PREREQUISITES Basic knowledge of communication sciences and mass media.