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Public Relations
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To prepare a public relations specialist who represents a company or organization and possesses the knowledge and skills to manage the communication process.
Learning outcomes:
A1. Apply communication theories in practice to address relevant issues arising in the communication environment.
A2. Analyze the role of communication texts, participants, and technologies at local, national, and global levels.
A3. Apply the principles of modern public relations regulation and self-regulation systems in the professional field.
B1. Select and practically apply appropriate scientific and applied research methods while adhering to research ethics principles.
B2. Effectively utilize various sources of empirical information, analyze them, and draw research-based conclusions.
C1. Identify, critically assess, and independently create various types of communication content, select appropriate target channels, and communicate effectively using modern media.
C2. Express thoughts and ideas independently and professionally through text, speech, visuals, and other communication tools; develop and implement communication plans considering the interests of organizations, communities, and other communication participants, as well as the needs of target audiences.
C3. Adhere to personal data protection, copyright, and related rights protection, as well as professional ethics standards, ensuring the protection of the rights of creative service and product authors and consumers.
D1. Communicate effectively and purposefully in writing and verbally, working harmoniously in a team while planning and implementing communication activities.
D2. Collaborate creatively, solve problems and conflicts, and manage human, time, and financial resources in a professional public relations environment.
D3. Apply social responsibility competencies when collaborating with business, social partners, clients, consumers, and other stakeholders.
D4. Engage in intercultural communication, taking into account differences in values, behavior, and perspectives based on race, ethnicity, religion, and gender.
E1. Engage in lifelong learning by pursuing personal growth and enhancing professional competencies.
Activities of teaching and learning:
Creativity-enhancing methodology, situation analysis, discussions, interactive lectures, seminars, situation modelling, projects, independent work, individual and group tasks, literature studies, comparative analysis, simulation, advanced experience analysis, reflections.
Methods of assessment of learning achievements:
Cumulative assessment: interim evaluations (written and oral surveys), independent work, project or exam.
Framework:
Study subjects (modules), practical training:
Introduction to Public Relations Studies (Communication Theories, Intellectual Law, Public Relations Theories, Business Psychology); Modern Media (Media Ecosystem, Communicating with the Media, Mass Communication); Organizational Management (Organization Management, Organizational Behaviour, Marketing); Communication (Intercultural Communication and Networking, Speciality Language, Public Speaking); Public Relations Content Creation (Creating Texts (messages), Fundamentals of Semiotics, Means of Expressing the Content of Visual Communication); Communication of Organizations (Internal, External Communication, Crisis Communication, Image and Reputation Building); Social Networking (Social Media, Genres of Communication in Social Media, Social Media Management and Monitoring); Public Opinion Construction (News Management, Opinion Leaders and Public Opinion Formation, Sociology); Business Foreign Language; Sustainable Development (Socially Responsible Business, Business Ethics and Etiquette, Labour Protection and Civil Security); Professional Internship; Propaganda Theory (Propaganda Theory: Types and Technologies; Information Attacks and Wars, Political Communication); Public Relations Projects (Research Methodology, Individual and Organizational Creativity, Project Management); Free Elective Module; Graduation Internship; Graduation Thesis.
Optional courses:
Free Elective Module. Courses are selected from the list of free elective courses offered by Institution. The total number of credits for freely elective courses is 10.
Distinctive features of a study programme:
“Creative Platform” methodology developed by researchers from Aalborg University in Denmark, promoting students' creativity and innovation; Meetings with communication specialists working in various types of organizations, visits to communication and public relations organizations, solving real problems during lectures and practical workshops;
Teamwork and project-based work;
a lab designed for creative work, photography, and filming; 24 weeks of hands-on practice in a real work environment, Erasmus+ studies and internships abroad.
Access to professional activity or further study:
Access to professional activity:
Graduates of the Public Relations study program can work as public relations consultants, project managers, their assistants, integrated communication specialists, or similar roles in public relations agencies, communication agencies, public relations (communication) departments of institutions and companies, or start their own business.
Access to further study:
Graduates of Public Relations study program can continue their studies in bachelor's and master's degree programs at universities in Lithuania and abroad.
