PRK 3506 Public Relations - RE-SIT EXAMINIATION

PRK 3506 Public Relations - RE-SIT EXAMINIATION

Course code: 
PRK 3506
Communication and Culture
Course coordinator: 
Tor Bang
Product category: 
Bachelor of Communication Management - Programme Course
2020 Autumn
Active status: 
Re-sit exam
Resit exam semesters: 
2019 Autumn
2020 Spring
2020 Autumn
Resit exam info

This course was tought for the last time in spring 2019. Last re-sit examiniations will be offered in the autumn of 2019 and spring 2020.

Teaching language: 
Course type: 
One semester

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.

Learning outcomes - Knowledge

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.


Learning outcomes - Skills

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
General Competence
  • 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.
Course content
  • 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
  • Non-profit Public Relations
  • Public Affairs and Government Relations
  • Corporate Public Relations
Teaching and learning activities

The class is taught in lectures, as well as case guidance. 

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.

Required prerequisite knowledge


Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal examiner with external supervisor
Examination every semester
0Yes1 Hour(s)
  • No support materials
Individual Multiple Choice- and short answers - exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal examiner with external supervisor
Examination when next scheduled course
100No8 Week(s)Group (1 - 3) Case analysis.
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Support materials:
  • No support materials
Duration:1 Hour(s)
Comment: Multiple Choice- and short answers - exam
Exam code:PRK35062
Grading scale:Pass/fail
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group (1-3)
Support materials:
Duration:8 Week(s)
Comment: Case analysis.
Exam code:PRK35063
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
Teaching on Campus
36 Hour(s)
Undervisning og presentasjon
Prepare for teaching
60 Hour(s)
1 Hour(s)
103 Hour(s)
Preparation for case.
Sum workload: 

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.