APPLIES TO ACADEMIC YEAR 2014/2015

PRK 3406 Introduction to Public Relations - RE-SIT EXAMINATION

Responsible for the course
Tor Bang

Department
Department of Communication and Culture

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
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 outcome
Acquired 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.

• Explain the basic theoretical foundations of PR
• Recite the PR planning process
• Iidentify 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

Prerequisites
None.

Compulsory reading
Books:
Wilcox, Dennis L.., Glenn T. Cameron. 2012. Public relations : strategies and tactics. 10th ed. Allyn & Bacon

Recommended reading
Books:
Ihlen, Øyvind og Per Robstad. 2004. Informasjon & samfunnskontakt : perspektiver og praksis. Fagbokforlaget
Levine, Michael. 2008. Guerrilla P.R. 2.0 : wage an effective publicity campaign without going broke. Collins
Phillips, David and Philip Young. 2013. Online public relations : a strategic approach. 3rd ed. Kogan Page
Yale, David R. with Andrew J. Carothers. 2001. The publicity handbook : the inside scoop from more than 100 journalists and PR pros on how to get great publicity coverage : in print, online, and on the air. New ed. NTC Business Books

Course outline

• 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
• Consumer Relations and Marketing
• Non-profit Public Relations
• Public Affairs and Government Relations
• Corporate Public Relations
• Emerging Trends