Management in Public Relations 2700-M-MAPR-FAK-ANG

The subject aims to deal with the idea of management in public relations. It focuses on the conception of management function of public relations and discusses four steps of the management process: defining public relations problems, planning and programming, communication and evaluation. It points out the necessity of strategic planning for public relations, two-way symmetrical communication, as well as many other important conceptions for successful public relations actions and programmes. The lecture helps understand the mechanisms of contemporary public relations. It also prepares to conduct proper public relations practices by the students-PR-managers-to-be. It offers an overview of the latest trends and best practices in PR industry, as well as multiple examples of true actions and situations. The lecture is devoted to students intending to broaden their knowledge of public relations so they should be fluent both in the matter of PR and English.

Type of course

elective courses
elective monographs

Prerequisites (description)

Monographic lecture in English by a non-native speaker. Students should have general knowledge of communication, media, public relations and management process. The lecture aims to deal with management in PR by showing its steps, used strategies and techniques. Students should have a minimum of B1 knowledge of English language to fully attend the lecture and sit the exam.

Course coordinators

Łukasz Przybysz

Assessment criteria

Exam: written, test, multiple-choice test, in English – 80%
Additional points: for presence during the lectures – 20%

Practical placement

Does not apply

Bibliography

G.M. Broom, Effective Public Relations
R.D. Smith, Strategic Planning for Public Relations
J. Olędzki, Public relations. Społeczne wyzwania & Public Relations Across Boarders
J.E. Grunig, Excellence in Public Relations and Communication Management
J.E. Grunig, Managing Public Relations
J.E. Grunig, Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries
F.P. Seitel, The Practice of Public Relations
E.L. Bernays, S. Ewen, Crystallyzing Public Opinion
E.L. Bernays, Public Relations
A. Davis, Mastering Public Relations
B. Solis, Sticks & Stones
L. Tye, The Father of Spin: Edward L. Bernays & the Birth of Public Relations
A. Gregory, Planning And Managing Public Relations Campaigns
A. Theaker, The Public Relations Handbook
D. Moss, M. Powell, B. DeSanto (ed.), Public Relations Cases: International Perspectives
F.P. Seitel, J. Doorley, Rethinking Reputation : How PR Trumps Marketing and Advertising in the New Media World

Additional information

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

Description of 2700-M-MAPR-FAK-ANG in USOSweb