What's Hot and What's not in Today's Public Relations: Practice, Theory, and Development 2700-ERASMUS-WHWN
As this course is addressed rather at graduate students interested in organizational communication and public relations, it is advisable that participants have had some level of knowledge of media, journalism, PR, management, marketing, social media, and related matters and/or have completed relevant classes before.
The instructor assumes that students understand major public relations issues and know professional terminology, including PR, media and social media jargon used in industry publications, newsletters, blogs, sites, etc.
The course covers numerous theoretical and practical aspects of public relations, especially its newest developments and current trends. The program is based on a variety of sources, including academic literature, conference papers, articles in scientific journals, news media, industry media, studies and reports (mainly from the US and Europe), professional associations, research centers, and industry organizations, supplemented by recommendations of top public relations academics and practitioners.
The course will primarily follow a seminar format consisting of lectures and class discussions. Participants will be encouraged to make oral presentations and/or lead a class discussion. Guest speakers can join the class to share their expertise in specific theories and areas of practice. A high degree of class interaction, run by the instructor and based on knowledge of assigned readings and own sources found by students, is expected.
The planned list of the subjects covered follows the interchangeable pattern of theoretical and practical matters relevant to graduate students and mature public relations consultants. The substantial number of theoretical concepts will be balanced by real-life examples from current communication practice and cases of success stories (or major blunders) discussed by industry leaders, analysts, and academics. The instructor will share valuable articles, presentations, and papers with students to expand their understanding of communication practice, implemented programs, applied methods, and ongoing trends in public relations scholarship and professional practice.
The first group of subjects describes the profession's current state and research in Europe and the US. Then, major cyclical research programs, like the World PR Report, USC Global Communications Report, CIPR State of the Profession, and Edelman Trust Barometer, will be described in detail. These periodical studies constitute a solid base for further research on public relations, how it is practiced, and what PR consultants do (case studies) and should do (best practices), which could help students develop their research agendas.
Moreover, numerous available information sources on public relations, like websites of organizations (e.g., PRSA) and research centers (e.g., IPR), online journals, periodicals, blogs, and internet services, will be presented to keep students updated on current events in the field. Students will also be encouraged to review results and case studies and – possibly – to participate in international PR competitions (whenever they are eligible) organized by major communication associations.
The following section will deal with issues covered by mainstream public relations textbooks: from a non-traditional look at public relations history to the organization-public relationships, situational theory of publics, situational theory of problem-solving, broader view of alternative and critical studies in PR (including postmodernism, feminism, and activism) to the growing role of social media and new media in communication programs to crisis prevention and communication programs.
In addition to the areas mentioned above, the course will also address internal communication, fundraising and PR for non-profits, application of generative AI tools in PR, intercultural and international communication, financial PR, and investor relations. New publications and developments in academic theory and industry practices will be presented and illustrated with relevant case studies, articles, book chapters, and papers.
The following subjects will conclude the course: evaluation of communication programs and their efficacy, the ethical and legal context of public relations undertakings, and prospects for future advances in the field (both in research agenda and professional practice).
Koordynatorzy przedmiotu
Efekty kształcenia
Having completed the course, students should be aware of recent developments in the public relations industry and should be knowledgeable about major trends in applied and theoretical PR research. Such a set of newly acquired knowledge and skills will help students undertake their research programs for term papers and/or master's theses and position them better in their job search.
Through this course, students will be able (KNOWLEDGE):
1. To understand the theories, principles, and practices relevant to contemporary public relations in the biggest PR markets worldwide (mostly English-speaking countries).
2. To determine, compare, and contrast various aspects of contemporary public relations practice and theory with their previous level of awareness on specific areas, including the new theories (critical, postmodern, feminist, rhetoric, political/power-focused, etc.), advances of excellence theory, use of new media and social media, and methods of measuring PR effects.
3. To be aware and able to discuss the theoretical reflections of academics and contributions of PR consultants to the more effective and ethical practice of public relations and communication management in businesses, public and military institutions, non-profit associations, cultural, religious, and international entities.
4. To know how to address diverse communication issues facing all institutions while managing their public relations function, including coordination and control mechanisms.
By completing the course, students will obtain a set of new SKILLS:
1. To conceive, design, and conduct a research program on communication and PR practices, using best practices and examples from the recent literature, industry associations, and professional contests and competitions.
2. To gain a broad perspective of public relations discipline and its specific applications in different countries, industries, branches, and in various organizational environments (businesses, government entities, military, academia, NGOs, culture).
3. To learn about concepts of ethical PR, the rules of professional communication, and their practical application in different settings, especially during communicating sensitive and/or crisis situations.
4. To understand the relationship between PR theory and practice to properly use academic research and industry best practices and know how to locate such materials.
Kryteria oceniania
Students are expected to participate in course presentations and discussions actively. The following factors will be taken into account during the course grading: class attendance, reading and discussing assigned materials, asking questions, and bringing timely and relevant issues to the attention of the class.
Occasionally, students will write unannounced tests to check their knowledge and understanding of assigned readings for the course. Students who consistently fail to show up during the tests will be allowed for make-up assignments (in consultation with the instructor), like brief presentations related to discussed topics, reviews of professional articles, or reporting their research in the field.
The final grade will consist of the following factors: class attendance (30%), preparation and reading of assigned materials (30%), participation in discussions (20%), and bringing new subjects to meetings (20%).
Passing the course will require earning at least 65% of possible points.
Literatura
1. C. H. Botan, & E. J. Sommerfeldt (eds.) (2023). “Public Relations Theory III. In the Age of Publics”. Routledge, Taylor & Francis Group, London and New York.
2. B. R. Brunner (ed.) (2019). "Public relations theory. Application and understanding". Hoboken: Wiley-Blackwell.
3. CPRE (Commission on Public Relations Education) – Reports and Resources sections https://www.commissionpred.org
4. J. L’Etang, D. McKie, N. Snow, & J. Xifra (eds.) (2016). “The Routledge Handbook of Critical Public Relations”. Routledge, Taylor & Francis Group, London and New York.
5. E.-J. Ki, J.-N. Kim, & J. A. Ledingham (eds.) (2015). “Public Relations as Relationship Management. A Relational Approach to the Study and Practice of Public Relations”. Routledge, Taylor & Francis Group, London and New York.
6. O. Lerbinger (2019). “Corporate Communication. An International and Management Perspective”. Wiley-Blackwell, Hoboken, NJ.
7. K. Sriramesh, A. Zerfass, & J.-N. Kim (eds.) (2013). “Public relations and communication management. Current trends and emerging topics”. Routledge. Taylor & Francis Group, New York, London.
8. G. Thompson (2021). “Post-Truth Public Relations. Communication in an Era of Digital Disinformation”. Routledge. Taylor & Francis Group, London, New York.
9. C. Valentini (ed.) (2021). “Public Relations”. De Gruyter Mouton, Berlin/Boston.
10. Global Communications Report 2024 https://issuu.com/uscannenberg/docs/2024_usc_global_communication_report_singles?fr=sYmUyMjY3OTgxOTM
11. European Communication Monitor http://www.communicationmonitor.eu/
12. Global Top PR Agency Ranking 2024 https://www.provokemedia.com/ranking-and-data/global-pr-agency-rankings/2024-pr-agency-rankings/top-250
13. CIPR State of the Profession https://www.cipr.co.uk/stateofpr
14. Edelman Trust Barometer https://www.edelman.com/trust-barometer
15. ICCO website and World PR Report https://iccopr.com/wp-content/uploads/2023/12/ICCO-report-2023-interactive.pdf
16. IPR and PR Journal website http://www.instituteforpr.org/
17. PRism http://www.prismjournal.org/homepage.html
18. Website https://www.famouscampaigns.com/
19. PR Strategies & Tactics (PRSA website) https://www.prsa.org/index.html
20. PRDaily, Ragan.com, Daily Dog, Digiday, PRSA “Issues & Trends”, and other PR blogs, newsletters, etc., to be assigned on an ongoing basis.
A preliminary list of subjects to be covered during this course includes:
1. Course introduction, objectives and overview, assessment criteria and methods, introduction to public relations, available sources and literature.
2. Public relations in practice and in theory: definitions and functions of public relations, evolution and structure of the PR industry (departments and units, public relations agencies and companies, consultants and advisors), based on available reports and statistics.
3. Public relations academic research and industry overviews: description of the industry, evaluation of effectiveness and guidance for practitioners, social role, professionalization of the discipline, functionalism of PR research, PR education, PR professional organizations.
4. Websites, periodicals, newsletters, services, and blogs about public relations, including PRSA, CIPR, IPR, ICCO, Euprera, AEJMC, PRCA, PRIA, open access journals such as “PR Journal”, “PRism”, “Journal of PR Education”, “Journal of International Crisis and Risk Communication Research”, etc.
5. Innovative public relations campaigns, undertakings, and projects in Europe and in the world: industry competitions and selected ventures, such as Sabre Awards, PRSA Silver Anvil, Webby contest, “Famous Campaigns” blog, etc.
6. Public relations as communication management, planning and strategy of communication programs, analysis of the environment and publics, communication goals and strategy, PR stages (RACE, ROPE, RPIE, ROSIE formulas).
7. Major studies of the global and European public relations industry: USC Global Communication Report, World PR Report (Provoke/ICCO), Communication Monitor, CIPR “State of the Profession”, main themes of the studies.
8. The evolution of media relations, relationships with other areas of PR, different types of media: paid, earned, shared, owned (PESO formula evolving into SOEP), examples of media relations projects.
9. Public relations on the Internet, new media and communication, use of social media in PR – the new era or getting back to the roots (PR 2.0 and 3.0 concepts), application of AI in PR (e.g., Muck Rack and USC/WE research).
10. Examples of the internet and social media-based PR campaigns, programs, and projects from different markets (also selected by participants).
11. Internal communication: goals, strategy, and tools, use of intranet, SM, internet, interpersonal communication, meetings, PR for social change (critical trends in PR).
12. Financial PR and investor relations: communicating with the financial community, investors and media, strategies, and techniques, practitioner career paths (stock-listed companies, consulting firms, financial institutions, economic education).
13. Crisis communication: academic and practical approaches, media crisis statistics (according to the Institute for Crisis Management), crisis preparation and communication management (examples).
14. Ethics and professionalism in PR, the role of codes of ethics by the PR associations and organizations, PR industry ethical standards and their enforcement, the social role of communication and PR.
15. The future of PR and communication in companies, organizations, and institutions: reports and predictions of experts; summary of the class.
The instructor reserves the right to adjust the schedule to accommodate class interests, students’ requirements and needs, technological developments, recent research, current publications, and progress of the PR industry.
Więcej informacji
Dodatkowe informacje (np. o kalendarzu rejestracji, prowadzących zajęcia, lokalizacji i terminach zajęć) mogą być dostępne w serwisie USOSweb: