Public Relations and Political Advertising 2102-ANG-M-D4PRPA

I. The origins and development of public relations:
‘ the beginnings of PR;
’ American experiences with PR;
‘ PR on the “old” continent;
’ PR in Poland - history and the present day.
II. The essence of public relations, related concepts and definitional issues:
‘ the place of PR within marketing;
’ PR and related concepts: promotion, advertising, corporate identity, journalism, public affairs, publicity, agitation, propaganda.
III. The objectives and functions of public relations. The role of public relations in the communication process:
" systematisation of PR objectives;
‘ functions of PR;
’ ethical principles in PR activities;
‘ types of communication and models of information flow;
’ communication in the PR process.
IV. Phases of the public relations process - analysis of the initial situation:
‘ methods of analysis;
’ the role of opinion polls;
" the role of analysis of the initial situation in the PR process.
V. Phases of the public relations process - planning:
‘ specifying objectives;
’ target groups;
‘ budget;
’ selection of PR tools;
‘ scheduling of activities.
VI. Problems with selecting the right target groups - public relations audience:
’ stages of PR audience formation;
‘ division of the PR audience;
’ criteria and methods for selecting target groups.
VII. Phases of the public relations process - programme implementation, public relations tools:
‘ methods of implementing the PR programme;
’ systematisation of PR tools.
VIII. Positioning of the public relations unit within the organisation and its basic tasks:
" advantages and disadvantages of hiring an external PR company;
‘ advantages and disadvantages of performing PR tasks by own employees;
’ methods of selecting a PR company (advisors).
‘ location of the PR office (press officer) in the organisation's structure;
’ objectives, methods of operation and tasks of the press officer.
IX. Media relations – organising a press conference (workshops):
‘ selecting and inviting journalists;
’ press materials, writing press releases;
‘ the effects of the conference and their use.
X. Organising special events (workshops):
’ types of special events;
" forms of organising special events;
‘ obtaining the necessary technical conditions.
XI. Phases of the public relations process - evaluation of programme implementation and its tools:
’ control of programmes during implementation;
‘ post-implementation control;
’ control tools.
XII. Public relations activities in crisis situations:
‘ types of crisis situations;
’ factors contributing to the escalation of a crisis;
‘ stages of crisis situations;
’ rules of conduct in crisis situations;‘ crisis management.
XIII. Public relations in politics - specific aspects:
’ specific features of shaping the image of a politician or political organisation;
" tasks of a press spokesperson for a political organisation (politics).
XIV. Selected determinants of public relations in a company:
‘ human relations;
’ internal communication;
‘ influencing the environment.
XV. Sponsorship and lobbying versus public relations:
’ the concept of sponsorship and its types;
‘ lobbying as a modern image-shaping tool;
’ ethical aspects of sponsorship and lobbying activities.