PR Training 2700-L-DM-Z2TREN-PRM
The course is structured as a workshop. Purpose: introducing students to the tasks and activities of the PR agency / PR unit in the organization. Students – acting as small student PR agency / PR unit in the company – set up teams oriented at the needs of real clients. They learn the realities of the PR work - choose the client and make him recognize the need for PR support, produce the concept of a communications program and finally present their work to the entire group (optionally, in the presence of the client).
All the teams perform comparable tasks, however each should propose its own strategy and select suitable PR techniques and tools. Presentations of the consecutive versions of the materials, texts and projects, which are performed by the student teams, ensure the development of the PR skills of the workshop participants.
Presentation of the PR program prepared for the specific client is a recapitulation of individual and collective work.
Type of course
Mode
Prerequisites (description)
Course coordinators
Learning outcomes
After completing the course, student:
KNOWLEDGE:
1. knows the stages of a typical PR project
2. knows the basic PR tools and techniques - traditional and new
3. identifies various communication techniques and professional PR standards
4. knows how to plan and complete the PR project while working in a team
SKILLS:
1. knows how to select sources needed to prepare a PR project
2. is able to collect data and information necessary for communication activities
3. knows how to prepare a framework of the PR draft
4. is able to work on a PR project as a team
OTHER COMPETENCES:
1. knows when and why to use specific PR tools and techniques
2. can popularize professional standards among PR professionals
Assessment criteria
Assessment of teamwork skills together with own contribution to the project, individually accomplished tasks and activities in the classroom. Merits: 60% of the grade (30% each for participation in teamwork and for individual assignments). Timeliness: 30% of the grade. Activity in the classroom: 10% of the overall evaluation (ad rem statements with reference to specific sources).
Practical placement
lack-of
Bibliography
Basic:
1. E.W. Austin, B.E. Pinkleton, Strategic Public Relations Management. Planning and Managing Effective Communication Programs, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London 2006
2. [Praca zbiorowa], Sztuka public relations. Z doświadczeń polskich praktyków, ZFPR, Warszawa 2006
3. F.P. Seitel, Public relations w praktyce, Wydawnictwo Felberg SJA, Warszawa 2003
Supplementary:
pozycje z mediów specjalistycznych, odpowiednio do potrzeb danego zespołu.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: