Public relations 2102-M-Z2PURE-MP

I. Genesis and development of public relations:
" beginnings of PR;
" American PR experience;
" PR in "old" continent;
" PR in Poland - history and contemporary.
II. Definition of public relations, connected definitions:
" PR in marketing;
" PR and others definitions: promotion, advertising, corporate identity, journalism, public affairs, publicity, agitation, propaganda.
III. Aims and functions of public relations. Role of public relations In the process of communication:
" PR aims;
" PR functions;
" ethics rules in the PR activity;
" types of communications and models of information fluctuacy;
" communication in the PR process.
IV. Steps of public relations process - benchmark analyze:
" methods of analyze;
" the role of polls;
" share of benchmark analyze in the PR process.
V. Steps of public relations process - planning:
" defining aims;
" target groups;
" budget;
" PR tools;
" timetable of PR activities.
VI. The problems of targeting - publics in public relations:
" publics creation in PR;
" types of publics;
" methods of targeting.
VII. Steps of public relations process - realization, public relations tools:
" methods of PR Project realization;
" PR tools.
VIII. PR In the structure of organization. Basic tasks.:
" advantages and disadvantages of hiring outsider PR company;
" advantages and disadvantages of inside PR department;
" methods of PR company selection.
" place of the PR department (press officer) in the structure of organization;
" aims and tasks of press officer.
IX. Media relations - press conference (workshops):
" Selection and invitation of journalists;
" Press materials, press releases writing;
" effects of the conferences.
X. Events (workshops):
" types of events;
" methods of event's organizing;
" technical needs.
XI. Steps of public relations process - tools of evaluation:
" controlling In the time of realization;
" controlling after end of project;
" tools of control.
XII. Public relations activities in the terms of crisis:
" types of crisis situations;
" features for crisis enlargement;
" steps of crisis situations;
" rules of activities in crisis situations;
" managing of the crisis.
XIII. Public relations in politics - specific aspects:
" specific features of creating politician or political organization image;
" tasks of the press officer in politics.
XIV. Public relations in companies - specific aspects:
" human relations;
" internal communication;
" making influence on publics.
XV. Sponsoring and lobbying as a tools helping public relations:
" sponsoring - definitions and types;
" lobbying as a modern tool of creating an image;
" ethics aspects of sponsoring and lobbing activities.