ZURb1405 Workshop V: PR practice

Faculty of Social Studies
Spring 2022
Extent and Intensity
0/1/8. 4 credit(s). Type of Completion: z (credit).
Taught in person.
Mgr. Jaroslav Čuřík, Ph.D. (seminar tutor)
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
Prerequisites (in Czech)
ZURb1226 Public relations || ZURb1227 Spokesperson
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is not only to understand the functioning of a particular department, but also to try and apply the skills and prerequisites of the profession of PR department or press spokesperson. The complexity of the course is based on the requirements of the application sphere, as elaborated in the market analysis.
Learning outcomes
Students learn about their daily routine in a given institution, learn to work inside and outside the institution. At the theoretical level, students acquire relevant knowledge not only about their own organization, form and content of PR materials and press releases, but according to the institution's focus also on the sphere of its clients / customers. Practitioners acquire and consolidate not only practical skills and routines, but also reflection and confrontation of their theory and practice with colleagues in three seminars and experiences of practical experience, their knowledge is elevated to a further qualitative level, which greatly expands and supports the possibility of their application, and significantly increases their competitiveness compared to students who lack such a cycle - linking theory and practice -. At the end of the PR practice, students will be able to complete the production of PR materials, press releases and other similar outputs of relevant organizations. A graduate of Public Relations is able to use knowledge and skills at the appropriate positions of public relations practitioners according to the type of practice in a particular organization.
  • Course structure: Week 1: Under the guidance of the guarantor (the employee of the organization in which the student is going to practice) a comprehensive familiarization with the daily routine, the work of the institution and the work of the respective function in which the student will work. 1.-3. week: Managing not only routine content and organizational matters, but also technical knowledge and procedures in a particular organization. 4-6. week: Gradual fulfillment not only of assigned tasks but also (in agreement with guarantor of practice) the realization of own ideas. 7.-12. week: Gradual mastering of independent work not only within the organization but also in terrain. 12th week: Final assessment of the student's work by the guarantor, possible guarantors' recommendations for improving the student's work in the future.
  • Introductory seminar - getting acquainted with the organization and content of the course, setting out the main rules and principles that must be met and adhered to in practice (methodological manual is used); familiarization with the experience of students who have been in practice in the past (presentation material), screening a didactic-presentation video recorded in previous years. Continuous seminar - reflection of the experience of students from previous practice and confrontation of this knowledge with the theory previously dealt with and knowledge of practical courses at the department (presentation of essays of students, presentation of the results of their work, guided discussion with the exchange of experience between students working in different institutions). Final seminar - final reflection of the experience of students from the whole practice and confrontation of this knowledge with the theory previously dealt with and knowledge of practical courses at the department (presentation of the final essays of the students, presentation of the final results of their work, exchange of experience among students in different institutions).
  • Note: Practice can only be done in an institution which undertakes to provide the student with the necessary conditions - work space, computer and the like, and will cover any student's work out of the place of work. If it is not a practice in an institution where the department or faculty has an appropriate framework agreement on the practice, the student arranges for the student to do so only after the teacher has given his / her pre-approval. In this case, the institution must undertake to provide practice to the extent and quality required to enable the teacher to "inspect" and to provide the teacher with a written assessment of the practice to the extent required after the completion of the course.
    required literature
  • CHALUPA, Radek. Efektivní krizová komunikace : pro všechny manažery a PR specialisty. 1. vyd. Praha: Grada, 2012. 169 s. ISBN 9788024742342. info
  • BEDNÁŘ, Vojtěch. Krizová komunikace s médii. Vyd. 1. Praha: Grada Publishing, 2012. 183 s. ISBN 9788024737805. info
  • BEDNÁŘ, Vojtěch. Mediální komunikace pro management. Vyd. 1. Praha: Grada Publishing, 2011. 153 s. ISBN 9788024736297. info
  • SVOBODA, Václav. Public relations : moderně a účinně. 2., aktualiz. a dopl. vyd. Praha: Grada, 2009. 239 s. ISBN 9788024728667. info
  • SVOBODA, Václav. Public relations : moderně a účinně. 2., aktualiz. a dopl. vyd. Praha: Grada, 2009. 239 s. ISBN 9788024728667. info
Teaching methods
Practical daily professional work in a particular organization meeting the course criteria in the Czech Republic and abroad. Organizational, evaluation and reflective seminars with moderated discussions and presentations of students' experiences and demonstrations of their work in the subject. The practice is held in the dates specified by the Department, in other justified cases other terms may be accepted.
Assessment methods
The course will successfully terminate candidates who submit a sufficient amount of relevant PR materials (qualitatively and quantitatively) or otherwise demonstrate activity corresponding to the subject matter, submit two self-reflective essays with the evaluation of their PR practice (in the middle and after the practice) and they will submit an assessment of the guarantor of practice in which the work of the student will be assessed at least as sufficient. The prerequisite for the successful completion of the course is also the active completion of all seminars (initial seminar, seminar during the course and final seminar, necessary active participation throughout the seminars). At seminars with moderated discussion, students present their experience in practice with examples of previous work in the subject. A very important prerequisite for successful completion of the subject is also observance of all professional principles and related ethical and legal norms. Practice can be partially or totally recognized for students who work or work (up to five years retroactively) in an appropriate organization in the extent and quality appropriate to the subject's conditions.
Language of instruction
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
Information on the extent and intensity of the course: 96 hodin (8 hodin týdně, 12 týdnů) praxe + 3 semináře.
Teacher's information
The course is also listed under the following terms Autumn 2019, Spring 2020, Autumn 2020, Spring 2021, Autumn 2021.
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  • Permalink: https://is.muni.cz/course/fss/spring2022/ZURb1405