Introduction to PR 2101-L-D5WDPR-FPRW
The lecture presents the facts and the founding concepts of public relations in the United States and Europe, first experiences as well as the theory and practice development of commercial activities in companies and public institutions.
It discusses the following topics: Social Communication and PR. The history of PR. PR and promotion, advertising and propaganda. The image and identity. Tools for internal and external PR. Media relations. Planning and management of PR. Social advertising and PR. PR in a crisis situation. Image and political marketing. The so-called "Black PR" and spin doctoring. The role of ethics in PR. Unconventional methods of PR.
Type of course
Mode
Learning outcomes
Knowledge:
Graduates beyond the general knowledge about social communication also have specialist knowledge about tasks and forms of public relations activities for companies and institutions, allowing them to work as communication specialists in each institution.
Skills:
Student understands the importance and functions performed by public relations professionals, has the skills that allow him to collaborate with PR agencies or on their own to perform such PR activities in any enterprise or institution for public use.
Student can organize work in the PR department, to take care of an efficient internal communication in institutions, to use the tools of media relations; student knows the art of shaping the company / institution image, is able to develop the basic documents necessary for the strategic management of the organization's mission as well as to prepare the plan for preventing and resolving crises. Student can also ensure good relationships with all organization stakeholder and representatives of local government and state institutions.
Other competences:
Student correctly articulates the difference between PR and propaganda, advertising and self-promotion, has objectified judgment on communication activities of different companies and people; knows how to influence the development of the organization participation in public discourse.
Assessment criteria
Lecture combined with the methods of activating the audience for discussion (slides, videos). After the semester students who attended all the classes prepare individual work and may be exempted from the final exam.
Practical placement
Lack of
Bibliography
S. Black: Public relations. Dom Wydawniczy ABC, Warszawa 1998;
A. Davies: Public relations. Państwowe Wydawnictwo Ekonomiczne, Warszawa 2007;
J. Olędzki: Etyka w polskim public relations. Refleksje badawcze. Oficyna Wydawnicza ASPRA-JR, Warszawa 2009;
J. Olędzki (red.): Public relations w komunikowaniu społecznym i marketingu, ASPRA-JR, Warszawa 2010
J. Olędzki, D. Tworzydło (red.): Public relations. Znaczenie społeczne i kierunki rozwoju. Wydawnictwo Naukowe PWN, Warszawa 2006;
B. Rozwadowska: Public relations. Teoria, praktyka, perspektywy. Wydawnictwo Studio Emka, Warszawa 2002;
F. P. Seitel: Public relations w praktyce. Wydawnictwo Felberg SJA, Warszawa 2003;
Sztuka public relations (praca zbiorowa). Związek Firm Public Relations, Warszawa 2011;
K. Wojcik: Public relations. Wiarygodny dialog z otoczeniem. Wydawnictwo Placet, Warszawa 2005;