Veidlapa Nr. M-3 (8)

Course Description Status: Approved

Course Description Version: 24/25.P.1.00

Description Period: 2024./25 academic year pavasara semestris

Study Course Accepted: -

Study Course Description

Public Relations Management Models

Main Study Course Information

Course Code
KSK_252
Branch of Science
Media and communications
ECTS
6.00
Target Audience
Communication Science
LQF
Level 7
Study Type And Form
Full-Time

Study Course Implementer

Course Supervisor
Ruta Siliņa
Structure Unit Manager
Karina Palkova
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 knowledge about communication.

Learning Outcomes

Knowledge

1.Knowledge of the nature, place and role of public relations in the organization's management system. After completing the course, they will be familiar with management strategies, will be able to plan public relations and create successful communication interactions.

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

Title
% from total grade
Grade
1.
Individual work
-
-
1. To select one of 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 of the researches (valuable considerations) in the form of presentation and to familiarise the university lecturer and course peers with it. The printed presentation should be submitted to the university lecturer before presentation. 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
-
-
In accordance with “RSU Regulations I” https://www.rsu.lv/sites/default/files/imce/Dokumenti/studijas/Studiju%20reglaments%20I.pdf

Study Course Theme Plan

FULL-TIME
Part 1

  1. Concepts, definitions. Introduction. Interaction between public relations (PR) and marketing. Different publics and relations with them. Strategic PR models of J. Grunig.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2

  1. Planning of public relations – I. Planning of public relations – II. Internal PR and communication with internal public.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Sales and marketing as a part of integrated public relations communication – I. Sales and marketing as a part of integrated public relations communication – II.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2

  1. Research and business as a part of integrated public relations communication – I. Research and business as a part of integrated public relations communication – II. Research and business as a part of integrated public relations communication – III.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Communication at state level as a part of integrated public relations communication – I. Communication at state level as a part of integrated public relations communication – II.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Publicity and promotion as a part of integrated public relations communication – I. Publicity and promotion as a part of integrated public relations communication – II. Media relations as a part of integrated public relations communication.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Reputation management as a part of integrated public relations communication – I. Reputation management as a part of integrated public relations communication – II. Event management as a part of integrated public relations communication.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Group work – presentation of industry researches.

EventType
Modality
Location
Contact hours
1.
Class/Seminar
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Examination.

EventType
Modality
Location
Contact hours
1.
Class/Seminar
On site
Auditorium
2
Total ECTS (Creditpoints):
6.00
Contact hours:
40 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.

Barry A., PR power : inside secrets from the world of spin.- London : Virgin Books, 2002

4.

Argenti P.A., Forman J., The power of corporate communication : crafting the voice and image of your business. - New York : McGraw-Hill, 2002

5.

Austin E.W., Pinkleton B.E., Strategic public relations management : planning and managing effective communication programs. - Mahwah : Lawrence Erlbaum Associates, 2001

6.

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

Other Information Sources

1.

Big Boys Gone Bananas!*

2.

Redakcijas aizkulises (THE NEWS ROOM: OFF THE RECORD)

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