Veidlapa Nr. M-3 (8)
Study Course Description
Public Relations Strategies and Campaigns
Course Code
KF_068
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 6
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
To introduce the importance and necessity of public relations strategy and tactics in the process of managing public relations and to provide theoretical and practical knowledge about the creation and implementation of public relations campaigns.
Preliminary Knowledge
Basic knowledge of communication and public relations.
Learning Outcomes
Knowledge
1.About the process of managing public relations and the importance of strategy and tactics in it.
Skills
1.After successful completion of the course, the student will be able to prepare and implement a public relations campaign plan.
Competences
1.Will be able to manage the public relations process by preparing and implementing a public relations campaign plan.
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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Four independent works. Detailed descriptions of tasks (word) can be viewed in e-studies.
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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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Detailed descriptions of tasks (word) can be viewed in e-studies
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2.
Examination |
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-
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Homework, case analysis, development of SA campaign plan for a specific organization, exam - according to RSU regulations, analysis, ability to apply theoretical knowledge, provided solutions, conclusions and proposals.
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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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Introductory lecture. Position of public relations specialist in the company. Strategic model of J.E. Grunig and F.J. Repera SA. Forms of public relations and marketing interaction (P. Kotlers and V. Mindaks). Eight-factor public relations integration model (S.Olivera).
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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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The interaction of the company's public relations goals with the company's mission, vision and business (strategic) goal. The importance of planning in public relations. Stages of public relations planning (4-step model, 9-step model).
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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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Development of public relations campaign plan stages
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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
|
Topics
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Development of public relations campaign plan stages
|
-
Class/Seminar
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of public relations campaign plan stages
|
-
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
|
Auditorium
|
2
|
Topics
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Development of public relations campaign plan stages
|
-
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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Purpose and its role in strategy formation.
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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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Concept and role of strategy. Proactive or action strategies and reactive or response strategies.
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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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The concept and role of tactics. Interpersonal, organized media, news media, advertising and promotion tactics.
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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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Strategic plan evaluation: development of analysis criteria, timing, methodology, data analysis and final report.
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Wilcox D., Reber B., et.al. (2022). Public Relations: Strategies and Tactics. 12th edition
2.
Luttrell R., Capizzo L. (2020). Public Relations Campaigns: An Integrated Approach