Public Relations 2700-L-LM-D5PURE-LMM

The course covers numerous theoretical and practical aspects of public relations, its history, definitions and terminology, public relations' position in an organizational structure, its relationship with other disciplines, research methods and environmental scanning, identification of stakeholdlers, measuring effectiveness of public relations programs, application of owned media and mass media, inckuding internet, earned, paid, and shared media. Also major areas of PR are to be discussed: media relations, internal communication, relationships with clients, business partners, investor relations and financial PR, public affairs and lobbying, contacts with opinion leaders, activists, conducted by different methods spanning from interpersonal communication to internet, social media and new digital media.
Among key PR tools and techniques covered during the course both traditional methods, known since the very beginning of PR (press releases, media kits, leaflets, brochures, other publications, events, speeches, messages etc.), and modern ones, applying new media (internet services, blogs, internet media offices, social media like Facebook, Twitter, Instagram, Pinterest, Vive, YouTube etc.) will be listed and described.
The course primarily will follow a seminar format consisting of lectures and class discussions. During all classes - in addition to theoretical concepts and models - the lecturer will use examples and real-life case studies showing a specific issue or a communication area. Thus students are encouraged to follow and read industry media, PR services and websites, and other relevant publications. The lecturer will also share with students such materials on a regular basis. Occasionally students will take short tests or write mini-essays (at least thrice in the semester), checking their level of preparedness and understaning of covered issues.
Students will have a chance to improve their communication skills by analysis of environment and publics of organizations, their PR goals and communication strategy, applied public relations tools and techniques, and methods of measuring effectiveness of conducted PR programs and undertakings. Even though the course is an introductory one, it should strengthen communication skills and capacities of students, and improve their position in future professional career.

Type of course

obligatory courses

Mode

Classroom

Prerequisites (description)

Students possess basic information on communication practice in companies, institutions and organizations. They are able to peruse suggested literature and materials on communication (in Polish and English), eager to get ready to classes on an ongoing basis, and - mostly - express real interest in public relations area.

Course coordinators

Łukasz Przybysz

Learning outcomes

Having completed the course, students should be ready to pursue further, advanced studies in PR, and should posses theoretical, professional and practical knowledge, which will be useful in enhancing their communication skills and PR acumen.
Through this course, students will be able (KNOWLEDGE):
1. To define public relations, its origins, how it relates to management and other areas of communication.
2. To determine how management of communications is conducted, how in pratice public relations programs are implemented in government sector, in businesses, and in NGOs.
3. To build and implement communication strategy, which tools and communication techniques should be applied to achieve chosen communication goals.
4. To conduct assessment of organizational communication, identify stakeholders, prioritize them, and effectively reach out to them using specific PR techniques.
5. To understand which commication and organizational goals can be accomplished by means of public relations tools and techniques, and which are beyond their reach.
6. To show distinction between PR, its instruments, and other fields.
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 environmental research and techniques.
2. To use recommended readings, services, reports and other sources to enhance his or her capacities as a public relations and communication professional.
3. To employ case studies and best practices in public relations to strengthen his or her clients, employers, and supervisors potential.
4. To show key publics and communication priorities of clients and employers, on the basis of available research, analytical tools and other methods.
By completing the course students will obtain OTHER COMPETENCIES:
1. To understand role of communication and public relations in organizations, its effect on reaching strategic and organizational goals.
2. To recommend to managers and decision makers how PR is to be conducted using professional techniques, and to participate in planning and decision making processes.
3. To apply professional PR standards and strictly observe rules of PR ethics, as presented in relevant codes.
4. To contribute to improving professional communication standards by popularizing knowledge, skills and methods developed by PR scholars in Poland and overseas.

Assessment criteria

The course is summarized by the final testing. Due to the comprehensive nature of the course and the importance of discussed issues, participation in classes is highly recommended and frequent absences can result in failing the course. Students are expected to attend the classes, actively participate in presentations and discussions, complete successfully required tasks, and the final group project. The lecturer will take into account the following factors: preparation for classes and knowledge of required reading, attendance during the classes, and final presentation on a selected subject (approved by the lecturer).
The topics for the final project will be provided to students with enough lead time. The final project is aimed at measuring students' level of knowledge and preparedness for further studies in the field of PR. Those who fail to meet the requirements are going to take a make-up session in an oral form covering the whole material of the class.
The final marks will be calculated on the basis of the following factors:
- class attendance and participation in discussions - 10%,
- preparation for classes - 20%,
- result of the final project - 60%.

Practical placement

N/A

Bibliography

1. J. Doorley, H. F. Garcia (2007). Reputation Management. The Key to Successful Public Relations and Corporate Communication. Routledge Taylor & Francis Group, New York, London.
2. D. Dozier, L. Grunig, J. Grunig (1995). Manager’s Guide to Excellence in Public Relations and Communication Management. LEA Publishers, Mahwah, NJ; Hove, UK.
3. R. L. Heath; W. T. Coombs (2006). Today’s Public Relations. An Introduction. Sage Publications, Thousand Oaks, London, New Delhi.
4. J. Olędzki; D. Tworzydło (red.) (2006). Public relations. Znaczenie społeczne i kierunki rozwoju. Wydawnictwo Naukowe PWN, Warszawa.
5. J. Olędzki (red.) (2011). Public relations we współczesnym świecie: między służbą organizacji i społeczeństwu. Oficyna Wydawnicza ASPRA-JR, Warszawa.
6. F. Seitel (2003). Public relations w praktyce. Felberg SJA, Warszawa
7. K. Wojcik (2013). Public relations. Wiarygodny dialog z otoczeniem. Wolters Kluwer, Warszawa.

Additional information

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

Description of 2700-L-LM-D5PURE-LMM in USOSweb