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Public relations
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To provide knowledge and skills necessary for Public Relations planning, management and evaluation. To develop competence in: analysis of social environment, organizations, audiences, message and media; communication planning and management of processes; media usage, creation and dissemination of messages; assessment of communication programs, research (methodology and practice) in the field of Public Relations.
Learning outcomes:
Graduate of Public Relations programme has theoretical knowledge and practical understanding of Public Relations and communication; skills in conducting research, planning and implementation PR campaign and managing communication processes, communication messages to the target audience; professional knowledge of media and PR institutions, administration of media business and public organizations, marketing, internal communication.
Activities of teaching and learning:
Students will be asked to learn through a combination of: reading and discussion of theoretical texts and practice-oriented text-books, relevant statistical data; analysis of key studies and enrolment in creative projects; research papers and thesis; group and individual tasks; peer learning and discussions; meetings with PR professionals and classes outside university (visits to PER agencies, etc.); creating own portfolio.
Methods of assessment of learning achievements:
The main form of evaluation is an examination. However, courses units may be evaluated by the pass/fail evaluation as well. Every course unit is concluded with either a written or written-oral examination or pass/fail evaluation. Student's knowledge and general performance during the exam are evaluated using grading scale from 1 (unsatisfactory) to 10 (excellent), or by pass or fail evaluation in the cases when pass/fail evaluation is foreseen as a final evaluation of the course unit.
Framework:
Study subjects (modules), practical training:
The study program consists of three core study units, which highlight essential competences: Public Relations Theory and Research block - compulsory subjects of the study program: Corporate Communication, Communication Research Methods, and optional subjects: Communication Theory, Policy Communication, Intercultural Communication. The purpose of this unit is to provide deep theoretical knowledge and understanding of communication research methods. The second unit consists of specialized subjects on public relations - compulsory subjects: Media Relations, Public Relations Project, Crisis Management, Marketing Communication, Public Relations in Internet, Strategic Communication, Stakeholder Relations, and optional subjects: Intellectual Property Law, Corporate Responsibility, International Media Relations, Public Diplomacy, Public Discourse Rhetoric, International Communication Campaigns. The purpose of this unit is to provide the student with theoretical and practical knowledge in the field of communication, which would allow for a broader understanding of the professional field of public relations and related disciplines. The third unit covers term research papers and master's thesis. The purpose of this unit is to develop research skills for researching the field of public relations.
Optional courses:
Elective subjects allow students to deepen their knowledge in communication theory, political communication, public diplomacy, and more. areas.
Distinctive features of a study programme:
The graduates gain distinctive theoretical knowledge and practical skills, needed for the professional work in the field of Public Relations. Classes are given by both researchers and practitioners (currently active) in the field.
Access to professional activity or further study:
Access to professional activity:
A graduate can be employed by business, state, public administration, non-profit organizations as a communications department manager, a PR agent or a project manager, he/she can work as a consultant, work in the field of marketing, public opinion and media research or do scientific research.
Access to further study:
Graduates can choose doctoral studies in communication and information science.
