Předmět Public Relations (ZUR589n)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu ZUR589n - Public Relations, Fakulta sociálních studií, Masarykova univerzita (MU).

Materiál	Typ	Datum	Počet stažení

Osnova

30.3.2015 - Introduction to PR history(Narrative approaches)Where does the history of PR begin?Who have been the pioneers of PR?How does PR differ from Propaganda?Which factors lead to an institutional field of PR?Case studiese.g. Tobacco Industry:1.) PR campaign“Torches of freedom”in 19292.) TV-Commercials ofLucky Strike (from1940-1980)31.3.2015 - Theories of Public Relations_Part 1How can Public Relations be defined?Which theories exist on PR?Systemtheoretical approach (Luhmann)Constructivistic approach (Merten)Reconstructivist approach (Bentele)Function of PR in societyCase studiesOrganisationalcommunication duringcrisis: case studyTepco Fukushima1.4.2015 - Theories of Public Relations_Part 2Excellence Theory (Grunig&Grunig)Cultural perspective on PRCritical PR studiesCase studiesCultural impacts onPR campaigns indifferent countries,e.g. Ikea in SaudiArabia and GreatBritainCampaigning fordifferent target groups,e.g.Hugo Boss (men),coco chanel perfume(women)2.4.2015 - Theories of Public Relations_Part 3Public Relations as organizational communicationOrganisation - Media - PublicsSocio-organisational perspectives and theoriesTarget groups/publics of PRParameters of PRLegitimacy and Legitimation (Weber)PR ethics (Röttger)Case studiesDiscussions onCorporate Social Responsibility: strategies of Coca-Cola worldwideDiscussions onPR ethics in different countries based on students case studies

Literatura

Bernays, Edward L. (1927): Crystallizing public opinion. New York, NY: Boni & Liveright.Merten, Klaus (2004): A constructivistic approach to public relations. In: Public relations and communication management. In: Europe: a nation-bynation introduction to public relations theory and practice. Pp. 45-54Aldoory, Linda; Sha, Bey-Ling (2007): The situational theory of publics: Practical applications, methodological challenges and theoretical horizons. In: Toth, Elizabeth L. (Ed.): The future of excellence in public relations and communication management.Botan, Carl H. (Ed.) (2006): Public relations theory II.: London: Lawrence Erlbaum.Bernays, Edward L. (1952): Public relations. Norman : Univ. of Oklahoma Press.Sriramesh, Krishnamurthy (2012): Culture and public relations. Formulating the relationship and its relevance to the practice In: Culture and public relations: Sriramesh&Verčič (Eds). Pp.9-24Grunig, James E. & Grunig, Larissa A. (2008 ): Excellence Theory in Public Relations: Past, Present and Future. In: Public relations research european and international perspectives and innovations present and future. Zerfass; Betteke; Sriramesh (eds.).

Požadavky

SOUHLAS

Garant

prof. PhDr. Jiří Pavelka, CSc.

Vyučující

Dr. Astrid OttoMgr. Jana GajdošováMgr. Pavel Sedláček