ECTS credits: 4
The course objective is to enable students to acquire practical tools and skills to plan and perform public relations activities in various types of projects and organisations with a special emphasis on crisis projects.
Definition, the nature of public relations, types, place within the management, terminology, advertising, characteristics and skills of a practitioner of public relations. Planning public relations, the goal of information, target audience, types of defining and selecting target audience, communication strategy, research and analysis in communication projects, adjustment of the plan to real conditions. Measuring the efficiency of public relations. Media relations. Preparation of a press conference, briefing, press release and statements. Public appearances and rhetoric. Corporate communications. Management of communication with the employees. Crisis communication and hazard management. Organization of events. Development of a communications plan.
Students will distinguish the fundamental processes of communication and public relations, as well as the difference between a PR agent and a spokesperson. Students will be trained to: participate in the organization of an event, sponsorships and interactive media relations, internal communication, and planning and implementation of public information on the activities during a crisis.
After having passed the exam, the student will be able to: 1. Design the communications strategy of an organization. 2. Organize the implementation of communication activities. 3. Organize a press conference. 4. Distinguish the area of application of public relations. 5. Plan crisis communications and crisis management. 6. Develop a communication plan. The aforementioned learning outcomes contribute to the learning outcomes of the study programme: - Explain the national security system and the basic principles of civil protection - Create civil protection documents - Manage activities of a multidisciplinary team in crises using acquired communication skills - Analyse different assumptions, approaches, results and procedures in security issues - Present their own attitudes, solutions, projects and ideas on crisis management issues - Use information systems and technology for planning, monitoring and communication in resolving crisis situations