ELCB304 Връзки с обществеността
Анотация:
This course introduces students to the profession of Public Relations manager. Public relations are often negatively represented through media. This is why the unit emphasises the need to become ethical and socially responsible public relations manager. Case studies will be examined focusing on both good and bad practices. Students will be able to understand the internal and external environment of the company and familiarize themselves with different stakeholder groups and the different way of approaching them. Media relations, crisis communication and employee communication will be heavily discussed. The unit will also put emphasis on the use of social media in communicating and building positive relationships with publics.
Преподавател(и):
доц. Евелина Христова д-р
Описание на курса:
Компетенции:
Knowledge and understanding of the main principles of Public relations and their place in the contemporary world
Предварителни изисквания:
Introduction to communication course
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Български
Теми, които се разглеждат в курса:
- What is Public Relations, what isn’t PR.
- Models of PR
- PR Ethics – ethical codes, good practices
- Internal and external environments and communication
- Media relations
- Stakeholder relations Workshop
- Crisis communication
- Crisis communication Workshop
- Employee communication
- Employer branding
- Social responsibility and PR
- Communicating charity and PR Workshop
- Budgeting for PR
- Budgeting for PR workshop
- Overall conclusion of the course
Литература по темите:
1. Thomas L. Harris. Value-Added Public Relations: the secret weapon of integrated marketing, NTC Business Books, 1998
2. Broom, Glen M. Cutlip and Center's Effective Public Relations, Prentice Hall, 2009, ISBN-10: 0136029698
3. Pickton, David and Broderick, Amanda, Prentice Hall, http://sutlib2.sut.ac.th/sut_contents/H72683.pdf
4. Clarke L. Caywood. The Handbook of Strategic Public Relations & Integrated Communications. McGraw Hill Professional Book Group, 1997 http://www.duhoc-online.net/modfnet/Librarian/eBooks/Eco/Mic/Marketing/Summary/Summary%20-%20Public%20relations.pdf
5. http://www.forbes.com/sites/marketshare/2012/05/31/integrated-marketing-communications-then-now/
6. http://uts.cc.utexas.edu/~tecas/syllabi2/adv391kfall2002/readings/JARSchultz.pdf
7. Moi Ali, Practical Marketing and Public Relations for the Small Business, Kogan Page, 2002
8. Holtz, Shel (2004), Corporate conversations. A guide to crafting Effective and Appropriate Internal Communications. Amacom Publishing, New York
9. Twenty-First Century Global Event Management(The Wiley Event Management Series) by Joe Goldblatt
10. Events Management (Events Management S.) by Glenn Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian McDonnell.