ZUR589n Public Relations

Faculty of Social Studies
Spring 2015
Extent and Intensity
0/0. 6 credit(s). Type of Completion: z (credit).
Teacher(s)
Dr. Astrid Otto (seminar tutor)
Mgr. Jana Ježková (assistant)
Mgr. Pavel Sedláček (assistant)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Mon 30. 3. 11:30–13:00 AVC, 13:30–15:00 Aula, Tue 31. 3. 18:45–20:15 AVC, Wed 1. 4. 15:15–16:45 Studio 527, Thu 2. 4. 17:00–18:30 Studio 527
Prerequisites (in Czech)
SOUHLAS
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20, only registered with preference (fields directly associated with the programme): 0/20
fields of study / plans the course is directly associated with
Syllabus
  • 30.3.2015 - Introduction to PR history (Narrative approaches)
  • Where does the history of PR begin?
  • Who have been the pioneers of PR?
  • How does PR differ from Propaganda?
  • Which factors lead to an institutional field of PR?
  • Case studies
  • e.g. Tobacco Industry:
  • 1.) PR campaign “Torches of freedom” in 1929
  • 2.) TV-Commercials of Lucky Strike (from 1940-1980)
  • 31.3.2015 - Theories of Public Relations_Part 1
  • How can Public Relations be defined?
  • Which theories exist on PR?
  • Systemtheoretical approach (Luhmann)
  • Constructivistic approach (Merten) Reconstructivist approach (Bentele)
  • Function of PR in society
  • Case studies
  • Organisational communication during crisis: case study Tepco Fukushima
  • 1.4.2015 - Theories of Public Relations_Part 2
  • Excellence Theory (Grunig&Grunig)
  • Cultural perspective on PR
  • Critical PR studies
  • Case studies
  • Cultural impacts on PR campaigns in different countries, e.g. Ikea in Saudi Arabia and Great Britain
  • Campaigning for different target groups, e.g.Hugo Boss (men), coco chanel perfume (women)
  • 2.4.2015 - Theories of Public Relations_Part 3
  • Public Relations as organizational communication
  • Organisation - Media - Publics
  • Socio-organisational perspectives and theories
  • Target groups/publics of PR
  • Parameters of PR Legitimacy and Legitimation (Weber)
  • PR ethics (Röttger)
  • Case studies
  • Discussions on Corporate Social Responsibility: strategies of Coca-Cola worldwide Discussions on PR ethics in different countries based on students case studies
Literature
  • Grunig, James E. & Grunig, Larissa A. (2008 ): Excellence Theory in Public Relations: Past, Present and Future. In: Public relations research european and international perspectives and innovations present and future. Zerfass; Betteke; Sriramesh (eds.).
  • Bernays, Edward L. (1952): Public relations. Norman : Univ. of Oklahoma Press.
  • Sriramesh, Krishnamurthy (2012): Culture and public relations. Formulating the relationship and its relevance to the practice In: Culture and public relations: Sriramesh&Verčič (Eds). Pp.9-24
  • Aldoory, Linda; Sha, Bey-Ling (2007): The situational theory of publics: Practical applications, methodological challenges and theoretical horizons. In: Toth, Elizabeth L. (Ed.): The future of excellence in public relations and communication management.
  • Bernays, Edward L. (1927): Crystallizing public opinion. New York, NY: Boni & Liveright.
  • Merten, Klaus (2004): A constructivistic approach to public relations. In: Public relations and communication management. In: Europe: a nation-bynation introduction to public relations theory and practice. Pp. 45-54
  • Botan, Carl H. (Ed.) (2006): Public relations theory II.: London: Lawrence Erlbaum.
Teaching methods
lectures, class discussion, group projects, presentations
Assessment methods
The students should anticipate the discussion points or the different tasks during the workshop. Finally, they will work on a group-based case study and present their results on the final session.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught only once.
Information on the extent and intensity of the course: 20 hodin blokově.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/spring2015/ZUR589n