Theory, Techniques and Tools of Public Relations 2101-L-D3TTiN-PRMM
1. Genesis, conditions and definitions of public relations (PR).
The emergence and development of PR.
Public relations as a derivative of democracy and free market competition.
PR Principles formulated by the precursors of the course (eg. Ivy `s Lee, Arthur W. Page` s).
The most important definitions of public relations (among others by Edward L. Bernays, James E. Grunig.
Maintaining public relations cell within the organization and use of the services of PR agencies.
2. Specific of public relations as a separate field of communication.
PR, advertising, propaganda - similarities and differences.
Models of Public Relations by James W. Hunt and Todd Grunig.
The principle of RACE (Research - Action - Communication - Evaluation).
External and internal environment of the organization.
The theory of public relations management.
Communication techniques and the manager responsible for communicating.
3. PR Audience
Public opinion - subject and object, the approach "reasonable" and "irrational."
Indicators and generators of public opinion.
Types of public relations (hidden, conscious and active).
Features of the leaders of public opinion.
Rights to the public as art making.
4. Planning public relations activities in an organization.
Starting a PR business, PR firm.
The organization and division of labor in the PR department / PR agencies.
PR practice basic tools (mailing lists, press clippings).
Ways to acquire and update the database (database).
Determination of the PR plan.
Monitoring of the environment, the communication audit.
MBO - Management by Objectives (management by objectives).
Internal public relations (internal public relations) -
- Techniques for shaping the image of the organization among its staff.
5. Work on the company's image.
Relations with external audiences. Communicating with the local community.
Communication within the organization (contact box, company newsletters,
Sponsorship.
Preparing speeches (speechwriting).
Methods of assessment in public relations.
6. Communicating with representatives of the press (media / press relations).
Basic techniques for transmission of information to the press.
"White interview."
Organizing and conducting a press conference - the pros and cons of this form of contact with the press.
Writing press releases and their role in external communications.
How interesting press transfer? Event in PR.
Responding to a crisis (crisis team building, information gathering, setting strategy, response plan preparation).
Issue management
Type of course
Learning outcomes
1, Genesis, conditions and definitions of public relations (PR).
The emergence and development of PR.
Public relations as a derivative of democracy and free market competition.
PR Principles formulated by the precursors of the course (eg. Ivy `s Lee, Arthur W. Page` s).
The most important definitions of public relations (among others by Edward L. Bernays, James E. Grunig).
Maintaining public relations cell within the organization and use of the services of PR agencies.
2.Specyfic of public relations as a separate field of communication.
PR, advertising, propaganda - similarities and differences.
Models of Public Relations by James W. Hunt and Todd Grunig.
The principle of RACE (Research - Action - Communication - Evaluation).
External and internal environment of the organization.
The theory of public relations management.
Communication techniques and the manager responsible for communicating.
2. PR Audiences.
Public opinion - subject and object, the approach "reasonable" and "irrational."
Indicators and generators of public opinion.
After completing the course, students:
A. Knowledge
1. knows how different is public relations from other areas of communication;
2. knows that PR is an integral part of the organization managing process (company, firm, agency, authority, etc.) and that it’s company communication with internal and external environment;
3. knows the basic issues of public relations (organization, audience feedback, crisis, etc.);
4. recognizes the basic types of public relations (media relations, financial public relations, community relations, etc.).
B. Skills
1. student is able to use basic PR techniques (press conference, crisis management, etc.);
2. can recognize and choose appropriate tools of public relations (contact database, press release, etc.);
3. is able to anticipate and identify the basic problems of communication about the nature of public relations.
C. Other skills
1. understand the relationship of public relations with democracy, free media and social responsibility;
2. knows the basics of the public relations practice, remembers specific case studies.
Assessment criteria
Attendance + activity
Practical placement
Lack of
Bibliography
1. Grunig J., Hunt T., “Managing Public Relations”, Fort Worth 1984.
2. Jabłoński W., “Kreowanie informacji. Media relations”, Warszawa 2006.
3. Marconi J., ”Crisis Management. When Bad Things Happen to Good Companies”. Chicago 1993.
4. Mrozowski M., “Między manipulacją i poznaniem. Człowiek w świecie mass mediów”, Warszawa 1991.
5. Olędzki J., Tworzydło D. (red.), „Public Relations. Znaczenie społeczne i kierunki rozwoju”, Warszawa 2006.
6. Wilcox C., Ault P., Agee W. K., “Public Relations: Strategies and Tactics”, Cambridge 1995.
7. Wojcik K., „Public relations. Wiarygodny dialog z otoczeniem”, Warszawa 2008.
8. Zemler Z., “Public relations. Kreowanie reputacji firmy”, Warszawa 1992.
Additional information
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