COMM834 ПР стратегии в медиите


The course is directed towards communication practice with some important theoretical backgrounds. It aims to prepare students to have greater efficiency in communication with media and dissemination of messages - as PR specialists. The focus of the course is given to the new trends and aims to develop knowledge and skills, needed in the contemporary dynamic situation.

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Международни бизнес комуникации (на английски език)


доц. Александър Христов  д-р

Описание на курса:


After completing successfully this course the students will:

1) know:

" How media work

" Which are the main PR strategies and tactics in media

" Specifics of PR communication

2) are capable of:

" Creating and developing messages

" Preparing texts and organizing media events

" Develop effective relations with media

Предварителни изисквания:
Basic PR courses

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

1 Introduction: media landscape Discussion 2

2 Trends in contemporary media. Influence of the media Lecture 2

3 News. Media interest and the role of PR Lecture 2

4 Specifics of media: PR point of view Lecture 2

5 New PR strategies in media Lecture 2

6 Media analyses: monitoring, evaluations, social media listening Lecture 2

7 Communication messages Lecture 2

8 Communication messages Practical seminar 2

9 Building relations with media Lecture 2

10 Working with journalists Discussion 2

11 PR tactics. PR texts: press release, interview, article and others. Content building Lecture 2

12 PR tactics. Media events - press conference, briefing, media tour, media meetings. Lecture 2

13 PR texts - form and content Practical seminar 2

14 Communication with online media. Influencers Lecture 2

15 Effective communication with media: a summary Lecture 2

Литература по темите:

(in Bulgarian)

" Христов, Александър. ПР практика: работа с агенция. София, "Рой комюникейшън", 2012.

" Боева, Бистра, Антоанета Василева, Иван Стойчев, Миланка Славова, Антоанета Дънешка, Олег Лозанов, Александър Христов. Маркетинг: перспективата за съвременния бизнес. С., Издателски комплекс - УНСС, 2013.

" Христов, Александър. ПР практика: взаимоотношения с клиенти. София, "Рой комюникейшън", 2016.

(in English)

" Heinze, Aleksej, Gordon Fletcher, Tahir Rashid, Ana Cruz (editors). Digital and Social Media Marketing: A Results-Driven Approach. London, Routledge, 2016.

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