Veidlapa Nr. M-3 (8)
Study Course Description
Positioning of Social Issues in Public and Interinstitutional Communication
Course Code
LUSDK_266
Branch of Science
Media and communications; Psychology and Ethics of Communication
ECTS
3.00
Target Audience
Social Welfare and Social Work
LQF
Level 7
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Aivars Stankevičs
Structure Unit Manager
Liāna Deklava
Structural Unit
Department of Rehabilitation
Contacts
Riga, 26a Anniņmuižas boulevard, socdk@rsu.lv, +371 67061575
About Study Course
Objective
To build understanding of Public Relations (PR) as an important professional social work duty and activity, and to provide practical skills in PR process management.
Preliminary Knowledge
General knowledge of the communication process and management principles.
Learning Outcomes
Knowledge
1.Will be able to demonstrate in-depth knowledge and understanding of public relations (PR) and the principles and methods of developing internal and external (interinstitutional) communication, of different areas of the PR social work field.
Skills
1.Will be able to prepare and communicate a message; will be able to give a reasoned presentation on a professional topic; will be able to communicate effectively and develop beneficial contacts with representatives of different social groups, respecting the diversity of people.
Competences
1.Will be able to identify audiences and their needs, select the communication message and communication channel that is best suited to the specificity of the audience, reduce communication barriers, plan and manage PR campaigns in the field of social issues.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Preparation and presentation of a press release, individual work – PR campaign strategy and plan (report and presentation).
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Examination method: participation (activity) in lectures (10%), participation (activity) and quality of answers in seminars (15%), preparation and presentation of a press release (25%), individual work – PR campaign strategy and plan (report) (25%), examination (25%).
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Culture of professional communication in social work and nature of public relations.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Public relations and journalism.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Images. Corporate identity and corporate image.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Evolution of public relations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ethics and professionalism.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Public relations departments and PR companies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Tasks and responsibility of a PR manager. Cooperation between the PR manager and management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Definition of services and costs of services.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Programme planning.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case study. Case assessment methods. Definition of goals. Determination of priorities. Time and budget.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept, goals and tasks of communication. Special areas of public relations. Internet and other technologies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social media.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Culture of professional communication in social work and nature of public relations.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Public relations and journalism.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Images. Corporate identity and corporate image.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Evolution of public relations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ethics and professionalism.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Public relations departments and PR companies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Tasks and responsibility of a PR manager. Cooperation between the PR manager and management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Definition of services and costs of services.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Programme planning.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case study. Case assessment methods. Definition of goals. Determination of priorities. Time and budget.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept, goals and tasks of communication. Special areas of public relations. Internet and other technologies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social media.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Gregorija A. Sabiedrisko attiecību kampaņu plānošana un vadīšana. - Rīga : Lietišķās informācijas dienests, 2007
2.
Herbsts D. Sabiedriskās attiecības. – Rīga: Zvaigzne ABC, 2006
3.
Veinberga S. Masmediji: Prese, radio un televīzija. – Rīga: Zvaigzne ABC, 2005
Additional Reading
1.
Argenti P. A., Forman J. The power of corporate communication : crafting the voice and image of your business. - New York : McGraw-Hill, 2002
2.
Ēriksens T. H. Mirka tirānija: Straujš un gauss laiks informācijas sabiedrībā. – Rīga: Norden AB, 2005
3.
Cutlip S. M., Center A. H., Broom G. M. Effective public relations / 9th ed. - Upper Saddle River: Pearson Education International, 2006
4.
Katlips S. M, Senters A. H., Brūms G. M. Sabiedriskās attiecības. – Rīga, 2002
5.
Veinberga S. Publiskās attiecības PR: Teorija un prakse. – Rīga: Zvaigzne ABC, 2004