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Regular version of the site
Master 2019/2020

Communication in Public Relations Activities

Area of studies: Linguistics
When: 2 year, 1-3 module
Mode of studies: Full time
Instructors: Вишнякова Ольга Дмитриевна
Master’s programme: Иностранные языки и межкультурная коммуникация
Language: English
ECTS credits: 5

Course Syllabus


Public relations refers to the practice of enhancing an organization’s reputation in the eyes of public, stakeholders, employees, investors and all others associated with it. Public relations experts are employed by organizations which carefully create and maintain its brand image. Communication plays an essential role in effective public relations. Two way communication between both parties is essential and information must flow in its desired form between the organization and the public. Undoubtedly, language is one of the tools which directly affects the success of the communication. Thus, the course “Communication in Public Relations” provides the basis of research view of Public Relations activities in terms of communicative tasks that have to be fulfilled by PR-professionals, both in Russia and abroad, with special attention to communication issues, in terms of medialinguistic and semiotic approaches.
Learning Objectives

Learning Objectives

  • to inform students on the basis of research view of Public Relations activities in terms of communicative tasks that have to be fulfilled by PR-professionals
  • to present Public Relations activities with special attention to communication issues
  • to examine Public Relations activities in terms of medialinguistic and semiotic approaches
Expected Learning Outcomes

Expected Learning Outcomes

  • to be aware of fundamental concepts and terms of PR theory and practice
  • to be aware of the history and present-day situation in PR studies and PR education
  • to be aware of medialinguistic and linguistic semiotic research advances in the field of communication in Public Relations area
  • to be able to detect specific features of communication skills application in the area of Public Relations activities in different spheres of life and business
  • to improve skills of language analysis
Course Contents

Course Contents

  • The notion of Public Relations
    The comparative analysis of PR definitions and concepts. The historical view on Public Relations development. PR associations and institutions.
  • Communication as part and parcel of PR activities
    Social communication. Public communication. Non-public communication. Publicity capital. Nature and essence of PR. Ethics in PR. Public Relations and Advertizing. PR and Marketing.
  • PR- education and its basic characteristics
    PR-education in Europe (Great Britain, Germany, France). PR education in the USA. PR education in Russia. Comparative analysis of PR educational curricula.
  • Basic PR documents and events
    Advertising in PR. PR materials and their linguistic and semiotic peculiarities. Problems of language variation in terms of PR communication. Internet writing and Web-site promotion. Editing in PR.
  • Planning in PR
    PR management and consulting. PR auditing. Corporate identity and corporate culture. Communication management and research. PR in crisis and the role of the Media in communication with target audience.
  • Mass communication
    Channels of communication. Communicative behaviour. Communication and society. Business communication. Communication of PR specialists and companies with the Media. PR text in terms of Medialinguistics.
  • Image as the PR category
    An image of a company (basic structural models). Political image, psychological models of political images and the role of their linguistic presentation in the oral and written speech. Self-presentation. Speech-writing.
  • PR Communications Tools and Techniques
    Communication management. Communication in company. International PR. Public relations terminology and the problems of its translation.
  • Areas of Public Relations Activity
    PR in Business. PR in Education. PR in Sport. Non-profit organizations. Responsible communication.
  • Methods of research in Public Relations
    Methods of evaluation of PR activities. Evaluation and measurement in strategic communication.
Assessment Elements

Assessment Elements

  • non-blocking Classroom work
    Classroom work features individual and group work, valid contributions to problem solving activities and discussions, and for each student being part of the team project that includes classroom presentation of one of the seminar topics.
  • non-blocking Individual project
    The individual project is supposed to be prepared in accordance with one of the chosen areas suggested (Individual project topics).
  • non-blocking Team project
    The team project is supposed to be prepared in accordance with one of the chosen areas suggested
  • non-blocking Self-study
    Self-study comprises home assignments based on the material of the required and optional literature recommended, i.e. individual project work (written paper and presentation), individual and team work in class (reports, presentations), classroom discussions, definition quiz.
  • non-blocking Final exam
    The final exam features a theoretical question from the list according to the syllabus and an individual project presentation (10 min) based on the preliminary research work (written paper).
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.3 * Final exam + 0.25 * Individual project + 0.2 * Self-study + 0.25 * Team project


Recommended Core Bibliography

  • Caywood, C. L. (1997). The Handbook of Strategic Public Relations & Integrated Communications. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=51946

Recommended Additional Bibliography

  • Aronson, M., Amos, C., & Spetner, D. (2007). The Public Relations Writer’s Handbook : The Digital Age (Vol. 2nd ed). San Francisco, CA: Jossey-Bass. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=199972
  • Faber-Wiener, G. (2013). Responsible Communication : Wie Sie von PR und CSR-Kommunikation zu echtem Verantwortungsmanagement kommen. Dordrecht: Springer Gabler. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=635446