Бакалавриат 2019/2020

Введение в связи с общественностью

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс по выбору (Программа двух дипломов НИУ ВШЭ и Лондонского университета по международным отношениям)

Направление: 41.03.05. Международные отношения

Кто читает: Факультет мировой экономики и мировой политики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 2-й курс, 2 модуль

Формат изучения: без онлайн-курса

Преподаватели: Соловьева Ольга Геннадьевна

Язык: английский

Кредиты: 3

Контактные часы: 28

Course Syllabus

Abstract

This is an introductory course for students aiming to pursue International Affairs major. The course is designed to explore internationally recognized major theoretical concepts and applications of communication studies in subfields of Public Relations and Communication theory. Communication discipline borrows a lot of its theoretical base from psychology, sociology, anthropology, philosophy, critical theory, business management, economics, and linguistics. Hence, this course will address multidisciplinary theoretical issues related to the PR issues, echoing in a relationship development with stakeholders in organizational context. Coursework is designed to encourage students to give critical consideration to the place of theory within PR practice and to apply the theories on real case analysis.

Learning Objectives

• To create an understanding of the essence of PR as a practical discipline within the organization;
• To get familiar with major theories is communication field, related to PR, including theories of micro-, meta- and macro level;
• To learn and apply modern tools and techniques in PR campaign research;
• To develop skills necessary for strategic planning in PR.

Expected Learning Outcomes

• Students are aware of major communication theories and can apply them in discussion of PR as professional and academic dicipline.
• Students are aware of functions, strategies and particular techniques of PR
• Students are aware of and have the skills of planning and conducting research in PR: research design, data collection and evaluation.
• Students are familiar with major techniques of PR activity: press-releases, media relations, community building activities, special events organization.
• Students have in-depth knowledge on building and maintaining media relations in organization.
• Students are aware of strtegies and tactics of crisis communication.
• Students can apply appropriate communication strategy for a specific crisis situation.
• Students know main principles of intercultural communication.
• Students know how to adapt PR campaign and communication strategy to intercultural environment.

Course Contents

• Defining Public Relations
  Brief history of PR as profession (from ‘hype’ PR to relationship building) ● 4 models of Public Relations ● Excellence theory ● Key definitions and classifications of PR: reactive/proactive, spin, PR skills and scope, etc. ● Fully functioning society theory First lecture is devoted to an understanding of PR as a practical field as well as it defines the place of PR in communication science. We discuss the major approaches to the PR, its role in organization and society from the utilitarian, functional perspective.
• Strategic communication and the role of PR
  ● Steps of building strategic communication ● Managing corporate identity through corporate communication ● Stakeholder communication ● Corporate social responsibility In this lecture students will learn the idea of stakeholders and the variety of the directions in which PR could be practiced. Here we are focusing at corporate communication and corporate identity maintenance through the prism of stakeholders’ approach. The key outcome for the students is the ability to correspond the diversity of stakeholders involved in relationships with organization and to choose appropriate techniques to address them.
• Research in PR
  This lecture outlines key strategies and the importance of the research in PR and strategic communication. Students are expected to revise well-known research methods used in the general practice, such as surveys, focus-groups, content-analysis. After the lecture students are able to correspond the research methods with needs and requests of PR function within the organization.
• Tools and means of PR
  Now students are familiar with the most important cornerstones of PR and this lecture is taking them closer to the means of strategic communication. During this lecture, we discuss such tools as press releases, communication strategies, developing practices for the creative collaborations.
• Managing relations with media:
  ● Relationship management theory ● Functional perspective on PR ● Media relations ● New media and online reputation ● Fake news phenomenon As PR originates mostly in the field of media relations, in this lecture we will focus on functional perspective on how and why PR practitioners should use different media techniques and tools. Here we also cover the topic of new technology and fake news phenomenon.
• Crisis communication and PR practice
  Crisis communication relies heavily on PR practitioners. Hence, it is important to be aware of the variety of techniques and theoretical approaches to PR in crisis. This lecture introduces students to the main theoretical and applied aspects of crisis communication and prepares for the further seminar.
• Global PR: practicing Public Relations in intercultural context
  • theories & methods • comparative cultural metrics • structural comparison • intercultural communication Many types of organizations virtually and physically interact and communicate with publics and/or audiences outside their own country of origin to build a dynamic set of relationships. Global PR as a sub-discipline of PR in general is a particularly special dimension of the field. During this lecture students will learn the major aspects of global PR, recognize its difference in comparison with domestic practice. Lecture also highlights the main aspects of intercultural communication.

Assessment Elements

• In-class debates
• In-class group work on project
• Research program development
• Press-release writing workshop
• Managing online reputation writing log
• In class group work: crisis communication case
• Final project presentations
• Essay
  Here we introduce of the writing tasks during this course, which will be an essay. It will be really great to learn some of first-hand experience directly from the PR practitioner. I also ask you to reflect on theoretical grounds you’ve learned (for example, excellence theory) and overall strategic communication practices. You are expected to use examples from the interview to provide arguments for your thoughts and findings.
• Final test
  Students are taking written final test in the end of the course. The test consists of 50 open and closed questions related to the topics of lectures and seminars.

Interim Assessment

• Interim assessment (2 module)
  0.17 * Essay + 0.17 * Final project presentations + 0.18 * Final test + 0.08 * In class group work: crisis communication case + 0.08 * In-class debates + 0.08 * In-class group work on project + 0.08 * Managing online reputation writing log + 0.08 * Press-release writing workshop + 0.08 * Research program development

Bibliography

Recommended Core Bibliography

• Smith, Ronald D.. Strategic Planning for Public Relations, Routledge, 2017. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4862851.

Recommended Additional Bibliography

• Communication Theory and Research, edited by Denis McQuail, et al., SAGE Publications, 2006. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=334341.
• Public Relations Cases : International Perspectives, edited by Danny Moss, et al., Routledge, 2010. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=557237.
• Sellnow, Timothy L., et al. Theorizing Crisis Communication, John Wiley & Sons, Incorporated, 2013. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1110724.
• Theaker, Alison. The Public Relations Handbook, Taylor & Francis Group, 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957791.