Veidlapa Nr. M-3 (8)
Study Course Description
Public Relations Principles and Methods
Course Code
KSK_257
Branch of Science
Library Science; Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Lāsma Šķestere
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The objective of the course is to cultivate a fundamental knowledge foundation and theoretical framework that is indispensable for a thriving practice in public relations. Upon finishing the course, students should possess a thorough comprehension of public relations, its significance, and its function in ensuring the effective functioning of an organization. At the end of the course, students should be able to analyze various public relations problems and apply public relations tools to solve communication challenges.
Preliminary Knowledge
Not required.
Learning Outcomes
Knowledge
1.After mastering the study course students are familiar with the principles of public relations, public relations models and the main public relations tools.
Skills
1.After mastering the study course students are able to critically analyse communication of organisations and evaluate it.
Competences
1.As a result of learning the study course, students communicate strategically, being able to use the necessary public relations tools according to communication needs
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Preparing for seminar tasks; independent study of literature. Set of evaluation of criteria for each specific task.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Final grade (10 points):
1. Participation in lectures and seminars (attendance): 5%;
2. Active participation in lectures and seminars: 5%
3. Seminar tasks: 60%
4. Exam (test): 30%
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Understanding and definitions of modern public relations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Understanding and definitions of modern public relations.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Understanding and definitions of modern public relations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept of image and reputation, basic principles of their formation.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Argumentation as a key of PR messages
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Argumentation as a key of PR messages
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept of the audience and public. Principles of segmentation of the target audience.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept of the audience and public. Principles of segmentation of the target audience.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Methods and tools of public relations. Creation of media relations and publicity. Visualisation and digitalisation of information.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Methods and tools of public relations. Creation of media relations and publicity. Visualisation and digitalisation of information.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Understanding and definitions of modern public relations.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Understanding and definitions of modern public relations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept of image and reputation, basic principles of their formation.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Argumentation as a key of PR messages
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Argumentation as a key of PR messages
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept of the audience and public. Principles of segmentation of the target audience.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Methods and tools of public relations. Creation of media relations and publicity. Visualisation and digitalisation of information.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Grunig. Excellent public relations and effective organizations : a study of communication management in three countries : Larissa A. Grunig, James A. Grunig, David M. Dozier. 2002. NewJersey: Lawrence Erlbaum Associates, Inc., P.306
2.
Grunig E. James. 2011. Public relations and strategic management: Institutionalizing organization-public relationship in contemporary society. Central European Journal of Communication 1.
3.
Grunig, James E. 1992. Excellence in Public Relations and Communication Management, New Jersey: LEA.
4.
Davidson, S. 2016. Public relations theory : An agonistic critique of the turns to dialogue and symmetry.
5.
Communication Ecologies: Analyzing Adoption of False Beliefs in an Information-Rich Environment. Science Communication, 40(5), 650–668.
6.
Dulek, R. E., & Campbell, K. S. 2015. On the Dark Side of Strategic Communication
7.
Katlips, S. M., Senters A. H., Brūms G. M. 2002. Sabiedriskās attiecības. Rīga: Avots
8.
Thomas, G. F., & Stephens, K. J. 2015. An Introduction to Strategic Communication. International Journal of Business Communication. Vol. 52(1) 3 –11
9.
Heath, Robert L. 2001. Handbook of Public Relations. Thousand Oaks, London un New Dehli: Sage Publications, Inc.
Additional Reading
1.
Argenti, Paul. A. 1996. “Corporate Communication as a Discipline: Toward a Definition.” Management Communication Quarterly. Volume 10, Issue 1, pp. 73–97
2.
Goldhaber, Gerald M. 1993. Organizational Communication. Brown & Benchmark Publisher.
3.
Oliver, S. 2007. Public Relations Strategy: 2nd edition. London: Kogan Page Limited.
4.
Spaho, Kenan. 2012. Organizational communication process.
5.
Kelly, Marylin S. 2006. Communication @ Work: Ethical, Effective and Expressive Communication in the Workplace. Boston: Pearson Education, Inc.