Veidlapa Nr. M-3 (8)
Study Course Description
Public Relations Management Models
Course Code
KSK_049
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Ruta Siliņa
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The course has been created to familiarise students with the theoretical base related to public relations management, understanding it as a process and to identify its potential problems, as well as to provide practical skills in management of this process.
Preliminary Knowledge
General understanding of communication.
Learning Outcomes
Knowledge
1.Knowledge about the nature, place and role of public relations in the organisational management system.
Skills
1.To create a proactive approach to strategic organisation of public relations, building responding communication reputation, to plan and implement public relations campaigns and researches characteristic for the industry.
Competences
1.About public relations as one of management tools, their different operation areas, trends and tools in accordance with industry specifics and ethical guidelines.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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1. To select one of the topics covered during the study course;
2. To select from databases of scientific articles (for example, SCOPUS, EBSCO, SAGE Publications, Science Direct, etc., full list http://www.rsu.lv/biblioteka/resursi/abonetie-e-resursi/abonetas-tiessaistes-datubazes) 3 latest researches (not older than three years) on the selected topic;
3. To prepare an overview on the researches (valuable considerations) in the form of presentation and to familiarise the university lecturer and course peers with it during the class. The printed presentation should be submitted to the university lecturer before presentation.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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In accordance with the RSU Regulations, analysis, ability to use theoretical considerations, conclusions and suggestions.
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Concepts, definitions. Introduction. Interaction between PR and marketing.
Different publics and relations with them. Strategic PR models of J. Grunig.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Planning of public relations.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Planning of public relations.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Sales and marketing as a part of integrated public relations communication.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Research and business as a part of integrated public relations communication.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Research and business as a part of integrated public relations communication.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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State communication as a part of integrated public relations communication.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Publicity and promotion as a part of integrated public relations communication.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Presentation of research papers – industry researches.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Exam.
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Byrum K. (2018) Public Relations Strategies and Tactics. - Cognella Academic Publishing
2.
International public relations and public diplomacy : communication and engagement (2015) / Guy J. Golan, Sung-Un Yang, Dennis F. Kinsey, editors. - New York : Peter Lang
3.
Wilcox D.L., Cameron G.T. (2014) Public Relations: Strategies and Tactics (11th Edition). - Pearson
4.
Wilcox, Dennis L. (2013) Public relations writing and media techniques / Dennis L. Wilcox, Bryan H. Reber. - 7th ed. - Boston : Pearson Education
5.
Smith, Ronald D. (2013) Strategic planning for public relations / Ronald D. Smith. - 4th ed. - New York : Routledge
Additional Reading
1.
Cutlip S.M., Center A.H., Broom G.M., Effective public relations. 9th ed. - Upper Saddle River : Pearson Education International, 2006
2.
Shafritz J.M., Russell E.W., Introducing public administration. 4th ed.- New York: Pearson Education, 2005
3.
Argenti P.A., Forman J., The power of corporate communication : crafting the voice and image of your business. - New York : McGraw-Hill, 2002
4.
Barry A., PR power : inside secrets from the world of spin.- London : Virgin Books, 2002
5.
Lesly's handbook of public relations and communications. 5th ed. / Ed. by Ph.Lesly. - Lincolnwood : NTC Business Books, 1997
6.
Austin E.W., Pinkleton B.E., Strategic public relations management : planning and managing effective communication programs. - Mahwah : Lawrence Erlbaum Associates, 2001
7.
Hart N., The public relations audit : evaluation checklists to measure the impact of every message you send to customers, shareholders and the public. - London : Pearson Education, 2002
8.
Wilcox D.L., Ault Ph.H., Agee W.K., Public relations : strategies and tactics. 5th ed. - New York : Longman, 1997
Other Information Sources
1.
Big Boys Gone Bananas!*
2.
Redakcijas aizkulises (THE NEWS ROOM: OFF THE RECORD)