ZURb1226 Public relations

Faculty of Social Studies
Autumn 2019
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
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
Prerequisites (in Czech)
! ZUR228 Public Relations && ZUR105 Introduction to news reporting
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 25 student(s).
Current registration and enrolment status: enrolled: 6/25, only registered: 1/25
fields of study / plans the course is directly associated with
there are 32 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.
  • The outline is indicative. 1) Public relations (PR) as a part of communication studies and marketing mix. Definition of the field, its history and development. Objectives and methods of PR. Stakeholders. Publicity, image, reputation, goodwill. Ethos of PR, potential social utility. 2) PR communication process. Survey, planning, communication, evaluation. Agency practice. Client, strategy choice, pricing. Methods of measuring the effect. 3) PR and power. Visibility management. Negative views on the role of PR. Influence of PR on news. Parasitizing or symbiosis? 4) Professional ethics. PR boundaries and limits. Propaganda, manipulation, doublespeak, spin doctoring, astroturfing. Code of Ethics. 5) Media relations I. Press release. Press conference. Online press room. Language and style. Examples. 6) Media relations II. The practice of a spokesperson. Working with topic and news values. 7) Specifics of PR in different areas. Business, culture, sport, administration, non-profit sector, ecology. 8) Crisis communication I. Royal discipline of PR. Rules, methods, strategies, tactical variants. 9) Crisis communication II. Crisis scenario, crisis team. Case studies from Czech and foreign practice. 10) Non-media components of PR. Internal communication. Business-to-business. Public affairs. Community relations. Social responsibility. Issues management. Publications and copywriting. Events, fairs and exhibitions. 11) PR 2.0. New trends. Use of the web, SEO, social networks. Social marketing. 12) PR hacking. Alternative and cheap ways to publicize. 13) Recapitulation and evaluation of practical tasks.
    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
  • 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 annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2020, Autumn 2020, Spring 2021, Autumn 2021.
  • Enrolment Statistics (Autumn 2019, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2019/ZURb1226