Communication in Public Relations Activities
- 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
- 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
- The notion of Public RelationsThe 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 activitiesSocial 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 characteristicsPR-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 eventsAdvertising 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 PRPR 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 communicationChannels 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 categoryAn 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 TechniquesCommunication management. Communication in company. International PR. Public relations terminology and the problems of its translation.
- Areas of Public Relations ActivityPR in Business. PR in Education. PR in Sport. Non-profit organizations. Responsible communication.
- Methods of research in Public RelationsMethods of evaluation of PR activities. Evaluation and measurement in strategic communication.
- Classroom workClassroom 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.
- Individual projectThe individual project is supposed to be prepared in accordance with one of the chosen areas suggested (Individual project topics).
- Team projectThe team project is supposed to be prepared in accordance with one of the chosen areas suggested
- Self-studySelf-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.
- Final examThe 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 (3 module)0.3 * Final exam + 0.25 * Individual project + 0.2 * Self-study + 0.25 * Team project
- 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
- 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