ZURb1227 Spokesperson

Faculty of Social Studies
Autumn 2020
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: k (colloquium).
Teacher(s)
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
Prerequisites (in Czech)
! ZUR295 Press relation officer &&( ZUR105 Introduction to news reporting || ZURb1101 Journalism )
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 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 45/30
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
Learning outcomes of the course unit The aim of the course is to provide students with basic theoretical and practical information about the work of a spokesperson. The complexity of the course is based on the requirements of the application sphere, as elaborated in the market analysis.
Learning outcomes
This course prepares future journalists through the acquired knowledge to contact with media professionals (spokespersons, PR workers), but also provides students with basic information for applying directly to similar positions as the press spokesperson. At the end of the semester, students are able to explain the work of the spokesperson, their role and position in the institution, analyze his profile, describe the functioning of the press department and understand the laws related to the activities of the press spokesperson. Upon successful completion of the course students are able to apply acquired knowledge in practice.
Syllabus
  • Course structure: 1. Profile of the spokesperson (qualification prerequisites, skills, job content). 2. Press release and press release (theory, samples). 3. Press conference, briefing (theory, the difference between the two concepts). 4. Invitation to journalists for events of the institution (demonstrations). 5. I. Relationship and communication with journalists and editors (establishing, updating, maintaining and developing contacts, updating databases). 6. II. Relationship and communication with journalists and editors (establishing, updating, maintaining and developing contacts, updating databases). 7. Technical requirements for the creation of press releases and communication, photo documentation of events of the institution, distribution of messages. 8. Operation of the press department or center (permanent, temporary, creation of background for journalists at events of the institution). 9. II. The functioning of the press department or center (permanent, temporary, creating a background for journalists at institutional events). 10. I. Inclusion of the spokesperson within the institution (roles, relationships with organization management, status, competence); spokesman and reporter of the institution. 11. II. Involvement of the spokesperson within the institution (roles, relationships with the organization, position, competence); spokesman and reporter of the institution. 12. Spokesperson and website of the institution. 13. I. PR articles, creating publicity of the institution and its representatives. 14. I. PR articles, creating publicity of the institution and its representatives. 15. Performing the function of a spokesperson in crisis situations (crashes, evacuations, floods, etc.). 16. I. Laws related to the activities of the press spokesperson (Press Act, Freedom of Information Act, Personal Data Protection Act). 17. II. Laws related to the activities of the press spokesperson (Press Act, Freedom of Information Act, Personal Data Protection Act). 18. Ceremonial and protocols, etiquette, diplomatic protocol. Syllabus of Seminars: 1. Press Release: Exercise, Analysis, Evaluation, Feedback. 2. Preparation and moderation of the press conference: exercise, analysis, evaluation, feedback. 3. Active participation at selected press conference, analysis, participation evaluation, feedback. 4. Invitation to journalists for the selected event: exercise, analysis, evaluation, feedback. 5. Exercise performance in front of the camera, analysis, participation evaluation, feedback. 6. PR articles: Exercise, analysis, evaluation, feedback.
Literature
    required literature
  • • CHUDINOVÁ, Eva a Andrej Tušer. Kompetentný hovorca. Bratiskava: Eurokódex, 2013. ISBN 978-80-8155-019-5.
  • ŠVEHLA, Martin and Milan KAŠÍK. Tiskový mluvčí : řízená komunikace s veřejností. 1. vyd. Praha: Vysoká škola finanční a správní, 2013. 134 s. ISBN 9788074080951. 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
  • SVOBODA, Václav. Public relations : moderně a účinně. 2., aktualiz. a dopl. vyd. Praha: Grada, 2009. 239 s. ISBN 9788024728667. info
  • ŠPAČEK, Ladislav. Nová velká kniha etikety. Photo by Filip Habart. 2. rozš. vyd. Praha: Mladá fronta, 2008. 268 s. ISBN 9788020419545. info
    recommended literature
  • BEDNÁŘ, V. Mediální komunikace pro management. 1. vyd. Praha: Grada Publishing, 2011. 153 pp. ISBN 978-80-247-3629-7. info
  • VĚRČÁK, Vladimír, Jana GIRGAŠOVÁ and Renata LIŠKAŘOVÁ. Media relations není manipulace. Vyd. 1. Praha: Ekopress, 2004. 136 s. ISBN 8086119432. info
  • CAYWOOD, Clarke L. Public relations : řízená komunikace podniku s veřejností. Vyd. 1. Brno: Computer Press, 2003. xxxvii, 60. ISBN 8072268864. info
  • BAJČAN, Roman. Techniky public relations, aneb, Jak pracovat s médii. Vyd. 1. Praha: Management Press, 2003. 147 s. ISBN 8072610961. info
  • POSPÍŠIL, Pavel. Efektivní public relations a media relations. 1. vyd. Praha: Computer Press, 2002. xvii, 153. ISBN 8072268236. info
Teaching methods
Lectures and seminars, excursions, participation in press conferences, study of prescribed literature. Simulated practical learning by doing. Mentoring from experts. Developing teamwork.
Assessment methods
The course ends with a colloquium, a discussion about the course.
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is taught: every week.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2019.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2020/ZURb1227