PRK 3506 Public Relations
PRK 3506 Public Relations
PR practitioners and managers play a key role in the success of organizations and the field of study is constantly evolving to reflect this importance. Today, PR is often referred to as corporate communication or organizational communication, but all have in common the goal of helping organizations build relationships with their stakeholders, including customers. The introductory PR course is designed to introduce theories and practical activities to students wishing to major in public relations. This course provides the foundation that will allow students to move on through more advanced courses within the public relations curricula. The course takes a broad look at public relations: its theory, the profession, its procedures and practice. It looks at the nature and scope of public relations, its historical origins, communication theory, organization theory and contemporary case studies. The course will also explore PR practice in non-profit organizations, membership organizations, sports clubs, etc.
A thorough understanding of the management discipline of public relations; its history, why it is important, its role within organizations, what are the basic public relations functions, the tools of public relations, and how it integrates with marketing communications.
Specifically students will be knowledgeable in:
- Basic communication theories, models and terms for practical public relations or corporate communication.
- Basis of communication as a management function and as an instrument that helps organizations achieve their goals.
- How the media work.
- Basis for effective communication and how it is measured.
- Issues of management and organization's role in society.
- Strategic communication planning process.
Upon completion of this course students should, at a minimum, be able to:
- Explain the basic theoretical foundations of PR
- Recite the PR planning process
- Identify the various stakeholders of the organization and explain their roles vis-à-vis different types of organizations
- Explain how PR is practiced in different type of organizations such as private firms, non-profit organizations and governmental institutions
- Outline the technological, organizational and global challenges in PR
- A general awareness of the importance of communication in building relationships that increase trust in an organization with its many stakeholders, which in turn impacts overall reputation.
- The Role of Public Relations in Organizations
- The History of PR
- A Theoretical Basis for PR
- Ethics, Legal Environment and Professionalism
- The Planning Process
- Media Relations
- Internal/employee Communication
- Community relations
- Financial Relations
- Non-profit Public Relations
- Public Affairs and Government Relations
- Corporate Public Relations
The class is taught in lectures, as well as case guidance. Students may approach lecturer for case guidance.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.
At re-sit all exam components must, as a main rule, be retaken during next scheduled course.
Higher Education Entrance Qualification.
None
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 20 Grouping: Individual Support materials:
Duration: 1 Hour(s) Comment: Multiple Choice- and short answers - exam Exam code: PRK35061 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 60 Grouping: Group (1 - 3) Duration: 1 Month(s) Comment: Case analysis. Exam code: PRK35061 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Presentation Weight: 20 Grouping: Group (1 - 3) Duration: 20 Minute(s) Comment: The students will present the case study in a publishing tool, such as PowerPoint or equivalent. Students have to be present during presentation to score points for this element. Exam code: PRK35061 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 30 Hour(s) | |
Prepare for teaching | 60 Hour(s) | |
Examination | 1 Hour(s) | |
Submission(s) | 109 Hour(s) | Preparation for case. |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.