116-0333/02 – Public Relations (PR)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	Ing. Tereza Prešnajderová, Ph.D.	Subject version guarantor	Ing. Tereza Prešnajderová, Ph.D.
Study level	undergraduate or graduate	Requirement	Choice-compulsory type B
Year	3	Semester	summer
		Study language	Czech
Year of introduction	2019/2020	Year of cancellation
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
NAV121	Ing. Tereza Prešnajderová, Ph.D.
SPA50	doc. Ing. Vojtěch Spáčil, CSc.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Graded credit	2+2

Subject aims expressed by acquired skills and competences

1. To identify PR as tool of communications mix. 2. To create a press release. 3. To desing appropriate tools for publicity. 4. To plan all activities which are required for event organization. 5. To formulate requirements for cooperation with PR agency.

Teaching methods

Lectures
Tutorials

Summary

The course deals with the issue of public relations as an important tool of marketing communication. Students will learn the essence of the functioning of this element of marketing communication and will be able to analyze individual PR tools and work with them practically.

Compulsory literature:

KELLEHER, Tom. Public Relations. 2nd ed. Oxford: University Press, 2020. 464 p. ISBN 978-0-190-92509-3. PELSMACKER, P., M. GEUENS and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. Harlow: Pearson, 2021. 566 p. ISBN 978-1-292-32789-1. WHITAKER, W. R., R. D. SMITH and J. E. RAMSEY. Mediawriting: Print, Broadcast, and Public Relations. 5th ed. New York: Taylor&Francis, 2019. 401 p. ISBN 978-1-138-34178-4.

Recommended literature:

CLOW, Kenneth, E. and Donald BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th ed. New Jersey: Pearson Education, 2018. ISBN 978-01-34484-13-6. LUTTRELL, Regina, M. and Luke W. CAPIZZO. Public Relations Campaigns: An Integrated Approach. Thousand Oaks: SAGE, 2019. 276 p. ISBN 978-1-5063-3251-2. SMUDDE, Peter, M. Managing Public Relations. 2nd ed. New York: Routledge, 2023. 352 p. ISBN 978-1-032-07676-8.

Way of continuous check of knowledge in the course of semester

Performing tasks during the exercise, test.

E-learning

Other requirements

Performing tasks during the exercise, test.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Development of PR and its essence. 2. PR management. 3. Corporate Identity. 4. Media Relations I. (media relations management, spokesperson) 5. Media Relations II (press release, press conference) 6. Internal PR. 7. Corporate publishing. 8. Crisis communication. 9. Sponsorship. 10. Corporate Social Responsibility. 11. Event marketing. 12. Work of PR agencies. 13. PR online. 14. Evaluating the effectiveness of PR.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Summer semester, validity until: 2022/2023 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Graded credit	Graded credit	100 (100)	51	3
Seminární práce	Semestral project	50	25
Zápočtový test	Written test	50	26

Valid from	Valid until	Mandatory attendence participation
Mar 18, 2019 3:04:45 PM	Sep 13, 2022 4:02:06 PM	Minimální účast na cvičení je 50 %.
Mar 18, 2019 3:04:23 PM	Mar 18, 2019 3:04:45 PM	Minimální na cvičení je 50 %.

Mandatory attendence participation: Minimal attendace is 50 %.

Show history

Conditions for subject completion and attendance at the exercises within ISP: o to get min. 25 points for writing two seminar papers (max. 50 points) o to get min. 26 points for the test (max. 50 points) o attendance at the seminars is optional

Show history

Occurrence in study plans

Academic year	Programme	Branch/spec.	Zaměření	Form	Study language	Tut. centre	Year	Type of duty
2024/2025	(B0414A050001) Marketing	(S01) Marketing Communication		P	Czech	Ostrava	3	Compulsory	study plan
2024/2025	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan
2024/2025	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Šumperk	3	Choice-compulsory type B	study plan
2023/2024	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Šumperk	3	Choice-compulsory type B	study plan
2023/2024	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan
2023/2024	(B0414A050001) Marketing	(S01) Marketing Communication	MK	P	Czech	Ostrava	3	Compulsory	study plan
2022/2023	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan
2022/2023	(B0414A050001) Marketing	(S01) Marketing Communication	MK	P	Czech	Ostrava	3	Compulsory	study plan
2022/2023	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Šumperk	3	Choice-compulsory type B	study plan
2021/2022	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan
2021/2022	(B0414A050001) Marketing	(S01) Marketing Communication	MK	P	Czech	Ostrava	3	Compulsory	study plan
2020/2021	(B0414A050001) Marketing	(S01) Marketing Communication	MK	P	Czech	Ostrava	3	Compulsory	study plan
2020/2021	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan
2019/2020	(B0414A050001) Marketing	(S01) Marketing Communication	MK	P	Czech	Ostrava	3	Compulsory	study plan
2019/2020	(B0414A050001) Marketing	(S02) Marketing and business		P	Czech	Ostrava	3	Choice-compulsory type B	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

2022/2023 Summer

2021/2022 Summer