DIFA:DDML415 Public relations - Course - Course Information

DDML415 Public relations - Course

Extent and Intensity

0/2/2. 2 credit(s). Type of Completion: z (credit).

Teacher(s)

doc. MgA. Hana Průchová, Ph.D. (lecturer)

Guaranteed by

prof. MgA. Blanka Kolegar
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts

Prerequisites

Successful completion of appropriate courses teaching bachelor degree field of Theatre Management, specializing in theater productions: Marketing I, Marketing II.

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Theatre Management focusing on Production (programme DIFA, N-DRAUM)

Course objectives

OBJECTIVE The aim of the practice-oriented course is to broaden and deepen knowledge and skills in the field of Public Relations, with emphasis on the application in arts and culture. With regard to the focus of producing the master's degree will be emphasized institutional view from the view of the project. The course builds on the knowledge and skills acquired mainly in the subjects of marketing and fundraising, and leads students to their practical application in the preparation of specific PR outputs processed on the basis of given model situations in the field of culture and art. DESCRIPTORS KNOWLEDGE Students are able to: - Explain the concept of communication map, describe the principle and purpose, - Explain the concept of corporate identity and describe its role in the context of Public Relations, - Describe in detail the resources Public relations including their principles and purpose. SKILLS Students can: - Based on the mapping environment and find relevant information to process communication map selected cultural institutions, - Apply when processing a communication maps knowledge of project management, namely stakeholder analysis, - Evaluate the processing of communication map, identify risks and assumptions and propose concrete recommendations towards the Public Relations Organization in recognition of its specifics and the purpose of existence, - Prepare a detailed plan for a press conference selected cultural events, including the related press releases and press kit - Prepare a proposal for solving the crisis communication given different scenarios, including processing emergency plan - By specifying the intention to propose a process for the event specified target groups, including creative solutions to this action and evaluation time, financial, material and personnel possibilities, - To present and discuss their work with the teacher and other students. ELIGIBILITY Student is able to: - Critically and independently study the core and supplementary materials and resources assigned teacher; - Individually find appropriate materials and information required for processing the tasks, - To work with professional literature to effectively use a common vocabulary professional field, - Communicate with other students of the course and discuss proposed solutions, - Define and adopt ethical principles approach to Public Relations.

Syllabus

• Communication Organization map - Image and corporate identity - Media Relations (Media Relations) - Public affairs and lobbying - Sponsorship - Organizing events (event management) - Internal communication with employees (Employee Relations) - Corporate social responsibility (Corporate Social Responsibility) - Crisis Communication - Public Relations and Ethics

Literature

recommended literature
• KŘÍŽEK, Z. and I. CRHA. Jak napsat reklamní text. Praha: Grada Publishing, 2012. ISBN 978-80-247-4061-4. info
• ŠEDIVÝ, M. and O. MEDLÍKOVÁ. Public relations, fundraising a lobbing pro neziskové organizace. Praha: Grada Publishing, 2012. ISBN 978-80-247-4040-9. info
• FTOREK, J. Public relations jako ovlivňování mínění. Praha: Grada Publishing, 2012. ISBN 978-80-247-3926-7. info
• VYSEKALOVÁ, J. and Jan MIKEŠ. Image a firemní identita. Praha: Grada Publishing, 2009. ISBN 978-80-247-2790-5. info
• SVOBODA, V. Public relations - moderně a účinně. Praha: Grada Publishing, 2009. ISBN 978-80-247-2866-7. info
• HORÁKOVÁ, I., D. STEJSKALOVÁ and H. ŠKAPOVÁ. Strategie firemní komunikace. Praha: Management Press, 2008. ISBN 978-80-7261-178-2. info
• BAJČAN, J. Techniky Public Relations aneb Jak pracovat s médii. Praha: Management Press, 2003. ISBN 80-7261-096-1. info
• ŠÁLEK, M. and T. FEŘTEK. Novináři nejsou zlí. Praha: Nadace VIA, 2001. info

Teaching methods (in Czech)

FORMY VÝUKY
Dvoudenní kurz formou přednášky/semináře
Počet hodin kontaktní výuky v rámci kurzu: 16
Počet samostatné práce studenta v rámci kurzu: 32

VÝUKOVÉ METODY
Student reflektuje a prakticky ověřuje poznatky získané přednáškou a ukázkami příkladů z praxe zpracováním individuálních a skupinových cvičení (včetně prezentace jejich výsledků) zaměřených na vybraná témata z oblasti Public Relations (komunikační mapa konkrétní kulturní instituce, plán tiskové konference včetně návrhu tiskové zprávy a press kitu, plán komunikace pro modelovou krizovou situaci, projektový záměr vybraného eventu). Zpracovaná cvičení jsou následně diskutována a vyhodnocena jak pedagogem, tak ostatními studenty.

Pedagog používá následující výukové metody:
- Přednáška
- Práce s textem
- Práce s obrazem, audio/video záznamem
- Diskusní metody
- Heuristické metody
- Individuální a individualizovaná výuka, samostatná práce studentů
- Brainstorming
- Kritické myšlení

Assessment methods (in Czech)

Letní semestr
Předmět je zakončen zápočtem. Pro úspěšné zakončení předmětu je třeba absolvovat celý dvoudenní běh kurzu a zpracovat zadaná individuální a skupinová cvičení.

Procentuelní váha hodnocení:
- vstupní předpoklad: účast na obou dnech kurzu,
- individuální a skupinová cvičení, vč. prezentace výsledků: 100 % hodnocení, vč. slovní zpětné vazby pedagoga.

Language of instruction

Czech

Further Comments

Study Materials

• Enrolment Statistics (Summer 2017, recent)
  
• Permalink: https://is.jamu.cz/course/difa/summer2017/DDML415