ZURb1226 Public relations

Faculty of Social Studies
Spring 2021
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Taught online.
Mgr. Tereza Fojtová (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
Wed 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: 22/20, only registered: 1/20
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.
  • Course structure: 1.-2. Public Relations (PR) as part of communication studies and marketing mix. Definition of the field, its history and development. Objectives and methods of PR. Interest groups. Advertising, image, reputation, goodwill. Ethos PR, potential social benefit. 3-4. Communication process PR. Survey, planning, communication, evaluation. Agency practice. Client, choice of strategy, pricing. Methods of effect measurement. 5-6. Public relations and power. PRIZE OF POLICY. Visualization Management. Negative views of PR role. The impact of PR on news. Parasite, or symbiosis? 7-8. Branch ethics. Borders and PR limits. Propaganda, manipulation, doublespeak, spin doctoring, astroturfing. Ethical Codes. 9. Media relations I: press release, press conference, online press room, language and style, examples. 10. Media relations II: Practice of the spokesperson, work with the topic and intelligence. 11. Specifics of PR in different areas. Business, culture, sport, administration and local government, non-profit sector, ecology. 12. Crisis Communication I: Royal PR discipline, rules, methods, strategies, tactical variants. 13. Crisis communication II: Crisis scenario, crisis team, case studies from Czech and foreign practice. 14.-15. Nemediální složky PR. Internal communication. Business-to-business. Public affairs. Community relations. Social Responsibility. Issues management. Publications and copywriting. Events, fairs and exhibitions. 16-17. PR 2.0. New Trends. Web use, SEO, social networks. Social marketing. 18. PR hacking. Alternative and cheap travel to publicity. Syllabus of Seminars: 1.-2. Discussions with invited representatives of companies over specific issues currently addressed in PR. 3-4. Presentation of Tasks No. 1, Discussion on Task Issues, Evaluation, Feedback. 5-6. Presentation of Tasks No. 1, Discussion on Task Issues, Evaluation, Feedback.
    required literature
  • LLOYD, John and Laura TOOGOOD. Journalism and PR : new media and public relations in the digital age. London: I.B. Tauris, 2015. xi, 138. ISBN 9781784530624. 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
  • 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
    recommended literature
  • 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
  • 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
  • BAJČAN, Roman. Techniky public relations, aneb, Jak pracovat s médii. Vyd. 1. Praha: Management Press, 2003. 147 s. ISBN 8072610961. 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
Each student must process, submit at least a sufficient quality and present two tasks of a different nature, always in a concrete connection with practice (for example, analyzing the communication of a particular subject, designing appropriate communication channels, and producing text of the press release, press conference scenario, draft crisis communication and the like.
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2019, Spring 2020, Autumn 2020, Autumn 2021.
  • Enrolment Statistics (Spring 2021, recent)
  • Permalink: https://is.muni.cz/course/fss/spring2021/ZURb1226