PR in crisis situations 2600-DS-PRSK-og

The subject concerns issues in the field image management and crisis management.
During the classes the following issues will be discussed:
1. Image management, brand building, marketing - introduction.
2. Crisis situations in management and marketing theory.
3. PR in crisis situations, strategies for solving crisis situations.
4. Crisis in social media.
5. Crisis situations in practice - discussion of examples.

Type of course

obligatory courses

Mode

Classroom

Learning outcomes

After completing the lecture, the student knows the terminology in the field of image management, marketing and crisis management.
Student analyzes selected organizations in terms of image building methods.

The student is able to search, analyze, evaluate, select and use information using various sources and on this basis formulate critical judgments using substantive argumentation based on the views of own and other authors, formulate conclusions and make synthetic summaries of issues in the field of crisis management.

The student has the ability to independently acquire knowledge and expand professional skills related to the sphere of media activity and take autonomous actions aimed at developing their own abilities and career management.

Assessment criteria

Activity and commitment assessment during classes; presence control; term assignment or written exam

Bibliography

A. Bruszko, BrandU, czyli nowa marka o nazwie TY, Wydawnictwo Poligraf, Brzezia Łąka 2017.
M. Czaplicka., Zarządzanie kryzysem w social media, Wydawnictwo Helion, Gliwice 2014.
M. Gawanowska, Marka osobista bez tajemnic, Monika Gawanowska Copyright, Białystok 2017.
G. Hajduk, Specyfika kryzysów wizerunkowych w mediach społecznościowych, "Studia Medioznawcze/Media Studies" 2017, nr 3 (70): https://studiamedioznawcze.pl/article.php?date=2017_3_70&content=hajduk&lang=pl
A. Kalisz, E. Tyc, Autopromocja, autoprezentacja, wizerunek w mediach masowych, Wydawnictwo Uniwersytetu Śląskiego, Katowice 2017.
K. Marcinkiewicz, Modele celebrytyzacji polityki w mediach w Polsce, "Zeszyty Prasoznawcze" 2018, nr 4, s. 825-838: http://www.ejournals.eu/Zeszyty-Prasoznawcze/2018/4-236/art/14607/.
A. Modzelewska, Autopromocja i budowanie marki osobistej na portalu Instagram na tle kultury narcyzmu. Analiza zjawiska na podstawie badania dziesięciu najpopularniejszych profili w serwisie, "Zarządzanie Mediami" 2018, nr 1, s. 25-40: http://www.ejournals.eu/ZM/2018/1-2018/art/12882/.
C. Öttl, G. Härter, Autopromocja, czyli Jak wykorzystać swoje atuty, RM, Warszawa 2009.
Dodatkowe materiały:
Numer specjalny czasopisma "Zarządzanie w Kulturze" dot. gry wizerunków w przestrzeni kultury: http://www.ejournals.eu/Zarzadzanie-w-Kulturze/2019/20-2-2019/
"Największe kryzysy wizerunkowe 2019 roku – ranking kryzysowy praktyków polskiej branży PR", https://nowymarketing.pl/a/24550,najwieksze-kryzysy-wizerunkowe-2019-roku-ranking-kryzysowy-praktykow-polskiej-branzy-pr
"Skąd nadejdą kryzysy wizerunkowe 2020 roku?", https://nowymarketing.pl/a/24654,skad-nadejda-kryzysy-wizerunkowe-2020-roku

Additional information

Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 2600-DS-PRSK-og in USOSweb