ZUR589n Public Relations

Fakulta sociálních studií
jaro 2015
Rozsah
20 hodin blokově. 6 kr. Ukončení: z.
Vyučující
Dr. Astrid Otto (cvičící)
Mgr. Jana Ježková (pomocník)
Mgr. Pavel Sedláček (pomocník)
Garance
prof. PhDr. Jiří Pavelka, CSc.
Katedra mediálních studií a žurnalistiky – Fakulta sociálních studií
Kontaktní osoba: Ing. Bc. Pavlína Brabcová
Dodavatelské pracoviště: Katedra mediálních studií a žurnalistiky – Fakulta sociálních studií
Rozvrh
Po 30. 3. 11:30–13:00 AVC, 13:30–15:00 Aula, Út 31. 3. 18:45–20:15 AVC, St 1. 4. 15:15–16:45 Studio 527, Čt 2. 4. 17:00–18:30 Studio 527
Předpoklady
SOUHLAS
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 20 stud.
Momentální stav registrace a zápisu: zapsáno: 0/20, pouze zareg.: 0/20, pouze zareg. s předností (mateřské obory): 0/20
Mateřské obory/plány
Osnova
  • 30.3.2015 - Introduction to PR history (Narrative approaches)
  • Where does the history of PR begin?
  • Who have been the pioneers of PR?
  • How does PR differ from Propaganda?
  • Which factors lead to an institutional field of PR?
  • Case studies
  • e.g. Tobacco Industry:
  • 1.) PR campaign “Torches of freedom” in 1929
  • 2.) TV-Commercials of Lucky Strike (from 1940-1980)
  • 31.3.2015 - Theories of Public Relations_Part 1
  • How can Public Relations be defined?
  • Which theories exist on PR?
  • Systemtheoretical approach (Luhmann)
  • Constructivistic approach (Merten) Reconstructivist approach (Bentele)
  • Function of PR in society
  • Case studies
  • Organisational communication during crisis: case study Tepco Fukushima
  • 1.4.2015 - Theories of Public Relations_Part 2
  • Excellence Theory (Grunig&Grunig)
  • Cultural perspective on PR
  • Critical PR studies
  • Case studies
  • Cultural impacts on PR campaigns in different countries, e.g. Ikea in Saudi Arabia and Great Britain
  • Campaigning for different target groups, e.g.Hugo Boss (men), coco chanel perfume (women)
  • 2.4.2015 - Theories of Public Relations_Part 3
  • Public Relations as organizational communication
  • Organisation - Media - Publics
  • Socio-organisational perspectives and theories
  • Target groups/publics of PR
  • Parameters of PR Legitimacy and Legitimation (Weber)
  • PR ethics (Röttger)
  • Case studies
  • Discussions on Corporate Social Responsibility: strategies of Coca-Cola worldwide Discussions on PR ethics in different countries based on students case studies
Literatura
  • Grunig, James E. & Grunig, Larissa A. (2008 ): Excellence Theory in Public Relations: Past, Present and Future. In: Public relations research european and international perspectives and innovations present and future. Zerfass; Betteke; Sriramesh (eds.).
  • Bernays, Edward L. (1952): Public relations. Norman : Univ. of Oklahoma Press.
  • Sriramesh, Krishnamurthy (2012): Culture and public relations. Formulating the relationship and its relevance to the practice In: Culture and public relations: Sriramesh&Verčič (Eds). Pp.9-24
  • Aldoory, Linda; Sha, Bey-Ling (2007): The situational theory of publics: Practical applications, methodological challenges and theoretical horizons. In: Toth, Elizabeth L. (Ed.): The future of excellence in public relations and communication management.
  • Bernays, Edward L. (1927): Crystallizing public opinion. New York, NY: Boni & Liveright.
  • Merten, Klaus (2004): A constructivistic approach to public relations. In: Public relations and communication management. In: Europe: a nation-bynation introduction to public relations theory and practice. Pp. 45-54
  • Botan, Carl H. (Ed.) (2006): Public relations theory II.: London: Lawrence Erlbaum.
Výukové metody
lectures, class discussion, group projects, presentations
Metody hodnocení
The students should anticipate the discussion points or the different tasks during the workshop. Finally, they will work on a group-based case study and present their results on the final session.
Vyučovací jazyk
Angličtina
Další komentáře
Studijní materiály
Předmět je vyučován jednorázově.
  • Statistika zápisu (nejnovější)
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