ZURb1226 Public relations

Faculty of Social Studies
Autumn 2021
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Taught in person.
PhDr. Jan Tomandl (lecturer)
Guaranteed by
Mgr. Jaroslav Čuřík, Ph.D.
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
Thu 18:00–19:40 Studio 527
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 17/20, only registered: 2/20
fields of study / plans the course is directly associated with
there are 35 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to acquaint students with the basics of public relations both theoretically and practically. The course is developed through practices; students cope with the specific situations of real clients.
Learning outcomes
The course prepares the acquired knowledge of future journalists to contact with public relations professionals in journalistic practice, but also provides students with basic information for applying directly the practices of public relations. In a broader perspective, it helps students as citizens see the influence of public relations on social processes and political life. Upon successful completion of the course students are able to apply acquired knowledge in practice.
  • 1) PR as a part of communication studies and marketing mix
  • 2) History and present of PR
  • 3) Gatekeeping and news values in the context of PR
  • 4) Client, order and implementation in PR practice + assignment of a practical task
  • 5) Media relations; principles and guidelines; Press Release
  • 6) Media relations; Press conference; monitoring, evaluation, evaluation of publicity
  • 7) Social networks in PR
  • 8) Influencers in marketing and PR
  • 9) Basics of crisis communication
  • 10) PR - politics - propaganda - ethics
  • 11) Strategic communication, issues management, public affairs, advocacy
  • 12) Presentation and evaluation of a practical task
    required literature
  • Marketingová komunikace a public relations : výklad pojmů a teorie oboru. Edited by Jan Halada. První vydání. Praha: Univerzita Karlova v Praze, nakladatelství Karolinum, 2015. 118 stran. ISBN 9788024630755. info
  • HEJLOVÁ, Denisa. Public relations. První vydání. Praha: Grada Publishing, 2015. 250 stran. ISBN 9788024750224. info
  • TOMANDL, Jan. Jak účinně oslovit média : media relations v podnikání, správě, kultuře i neziskovém sektoru. Vyd. 1. Brno: Computer Press, 2011. 296 s. ISBN 9788025134573. info
    recommended literature
  • TOMANDL, Jan, Jaroslav ČUŘÍK, Kristýna MARŠOVSKÁ and Tereza FOJTOVÁ. Krizová komunikace : principy - zkušenosti - postupy. 1. vyd. Brno: Masarykova univerzita, 2020. 221 pp. ProMedia, sv. 1. ISBN 978-80-210-9636-3. info
  • KŘEČEK, Jan. Politická komunikace : od res publica po public relations. Vyd. 1. Praha: Grada, 2013. 169 s. ISBN 9788024735368. info
  • TOMANDL, Jan. Public relations a zpravodajství : vliv hluboké proměny žurnalistiky na teorii a praxi vztahů s médii. 1. vyd. Zlín: VeRBuM, 2012. 152 s. ISBN 9788087500286. info
  • FTOREK, Jozef. Public relations jako ovlivňování mínění : jak úspěšně ovlivňovat a nenechat se zmanipulovat. 3., rozš. vyd. Praha: Grada, 2012. 214 s. ISBN 9788024739267. info
  • BERNAYS, Edward L. Public relations. Oklahoma: Norman, 2010. x, 374. ISBN 1419173383. info
  • FTOREK, Jozef. Public relations a politika : kdo a jak řídí naše osudy s naším souhlasem. První vydání. Praha: Grada, 2010. 184 stran. ISBN 9788024733760. info
  • SVOBODA, Václav. Public relations : moderně a účinně. 2., aktualiz. a dopl. vyd. Praha: Grada, 2009. 239 s. ISBN 9788024728667. info
  • L'ETANG, Jacquie. Public relations : základní teorie, praxe, kritické přístupy. Translated by Petr Antonín. Vyd. 1. Praha: Portál, 2009. 338 s. ISBN 9788073675967. info
Teaching methods
Lectures, seminars, case studies, teamwork of independent works and practical projects with a direct connection to practice. Simulated practical learning by doing. Mentoring from experts. Project oriented learning. Developing teamwork.
Assessment methods
Active participation in lectures (at least 75% attendance) and continuous work on assigned practical tasks. Each student must work out a team practical task during the semester, always in a concrete connection with practice (eg analysis of the communication of a particular subject, design of suitable communication channels, text of press release, scenario of press conference, design of crisis communication, etc.). The task is evaluated by the teacher and the client from practice and subsequently supplemented or reworked.
Language of instruction
Further Comments
Study Materials
The course is taught each semester.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2019, Spring 2020, Autumn 2020, Spring 2021.
  • Enrolment Statistics (recent)
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