Public relations

obligatory courses

Public relations is the ability to establish and maintain mutually beneficial relations with those elements of the individual’s or organisation’s environment that determine whether it will succeed or fail. The aim of this course is to familiarise the students with the fundamental notions, methods and techniques of persuading the environment to support one’s own goals or the goals of the organisation one represents, including through reference to the cases of specific PR campaigns, both Polish and foreign.

1. Discussing the definitions and fundamental notions as well as the social, economic and political conditions conducive to the development of partner relations with the environment. Reference to the Polish reality (lecture, examples).

2. Discussing the instruments of public relations and the ways to use them. Methodology of designing and executing public relations campaigns, including image-building campaigns. Types of campaigns, the ways of designing and executing them and especially calculation and financing as well as the evaluation of the results (lecture, examples, discussion).

3. The principles of cooperation with the mass media. Assessment of the usefulness of the individual media. Development of a media plan, the operation of editorial teams and journalists, preparation of press materials, planning and organisation of events for journalists (study trip, press conference).

4. Principles of conduct and behaviour in crisis situations, that is when an organisation’s good reputation is threatened or tarnished (lecture, examples, discussion).

Student's workload:

classes - 15 h

preparation to the classes - 15 h

preparation to the exam - 30 h

altogether - 60 h

B.Rozwadowska „Public relations teoria,praktyka,perspektywy „ wyd.Emka, Warszawa 2002

P.Lignar „ Czym jest a czym nie jest public relations” w Marketing i rynek nr 8/9 1996

W.Budzyński „Public relations – zarządzanie reputacją firmy” wyd.Poltext 1998

P.Lignar „ Public relations nie jedno ma imię” w Prakseologia148/2008 s.59

M. Cuttlip Scott, Allen H. Center, Glen M. Broom, Effective Public Relations 7th ed., Prentice Hall 1994 i wydania późniejsze

A.Davis „Public Relations” PWE 2007 J.Oledzki,D.Tworzydło red.”Public relations znaczenie społeczne i kierunki rozwoju PWN 2006

J.Olędzki „Public relations społeczne wyzwania” Aspra-Jr 2007

After completing this class the students will be able to:

• Assess the environment having in mind its usefulness for achieving organizations goals

• Come up with and develop various communication campaigns including both practical and technical aspects

• Design a communication campaign using a proper set of social communication tools and techniques

• Lead and manage PR projects

• Assess the effort of people involved in the project as well as external PR resources

• Effectively communicate vocally and in writing thought the entire campaign

Closing, written test; testing knowledge gained during the class. The test will consist of 16 – 20 questions, each assessed on the scaled from 0 to 6. Students achieving minimum 50% points in the test, will pass.