PRK 3506 Public Relations

APPLIES TO ACADEMIC YEAR 2015/2016
Norwegian version

PRK 3506 Public Relations


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.

Acquired 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
  • 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

Developed Reflection
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.


Prerequisites
None

Compulsory reading
Books:
Brønn, Peggy S, Tor Bang og Øystein Bonvik. 2015. En innføring i PR. Fagbokforlaget

Recommended reading
Books:
Ihlen, Øyvind. 2013. PR og strategisk kommunikasjon : teorier og fagidentitet. Universitetsforlaget

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
  • Non-profit Public Relations
  • Public Affairs and Government Relations
  • Corporate Public Relations

Computer-based tools
None.

Learning process and workload
The class is taught in lectures, as well as case guidance. Students may approach lecturer for case guidance.

Recommended workload in hours:
Activity
Use of hours
Participation in lectures
36
Preparation for lectures
36
Developing term paper
128
Total recommended use of hours
200



    Examination
    The final grade in the course is based on following activities and weighting:

    1) One-hour mid-term individual Multiple choice exam in class: 20 %
    2) One approximately four-wekes case analysis (can be done in groups of up to 3): 50 %
    3) Three-hour final written examination: 30 %

    A final grade will be given based on all components of the evaluation. It is possible to fail part of the evaluation and still receive a grade for the course.

    Examination code(s)
    PRK 35061 - Process evaluation accounts for 100 % of the final grade in PRK 3506 Public Relations, 7,5 credits.

    Examination support materials
    One-hour mid-term exam - none
    Case analysis - all support materials
    Three hours written exam - none


    Re-sit examination
    A re-sit is held in connection with the next scheduled examination in the course.
    Students who are taking new examination must take the course all over including all parts of evaluation.


    Additional information