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Public Relations
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Summary of the Profile
General Description:
Objective(s) of a study programme:
Prepare company / organization's public relations specialist representing a company or organization and having the knowledge and skills to manage the communication process.
Learning outcomes:
To know communication theories and apply them in public relations.
Carry out target audience research, analyze and interpret the date.
Develop communication messages according to the characteristics of different audiences.
Develop organizational communication content, after assessing organization's internal and external environment.
Develop and implement a public relations campaign.
Select appropriate propaganda means and channels to shape public opinion.
Maintain a dialogue with different audiences representing the organization.
To develop and improve self-expression and self-help skills and skills in the personal-professional interests and needs.
Activities of teaching and learning:
Training will be used to promote creativity technique “creative bees”, case studies, discussions, interactive lectures, seminars, situation modeling, individual work, individual and group assignments, literature studies, comparative analysis, simulation, advanced experience analysis, reflection.
Methods of assessment of learning achievements:
Cumulative assessment: interim tests, independent work, exam or project.
Framework:
Study subjects (modules), practical training:
Introduction into Public Relations Studies (Communication Theories, Public Relations Theories); Communication (Intercultural Communication, Professional Language, Public Speaking); Corporate Management (Organizational Management, Corporate Behaviour and Creativity); Corporate Communication (Internal, External Communication, Crisis Communication and Image and Reputation Building); Sustainable Development (Sustainable Development and Social Responsibility in Communication, Business Ethics, Labour and Civil Security); Modern Media (Media Ecosystem and Media, Mass Media); Public Relations Content Creation (Basics of Semiotics, Text (Message) Creation, Means of Expressing Visual Communication Content); Social Networking (Social Media, Genres of Communication in Social Media, Management and Monitoring of Social Media), Business Foreign Language (Business Foreign Language (English)); Free-elective module; Construction of Public Opinion (News Management, Creation and Formation of Public Opinion); Propaganda Theory (Propaganda Theory: Types and Technologies, Cyber Attacks and Warfare, Political Communication and Electoral Technologies); Public Relations Projects (Research Methodology, Project Management); Professional Practice, Final Practice; Final Thesis
Specialisations:
-
Optional courses:
Optional module. A student may choose proposed optional subjects offered by VK. Optional subjects’ credit amount equals to 10 credits.
Distinctive features of a study programme:
Cooperation with the Lithuanian Communication Association;
Methodology “Creative Platform”, developed by the scientists of the University of Olborg is used, to promote the creativity and innovation of students;
Meetings with communication specialists working with different types of organizations, trips to the communication, public relations organizations are organized, during lectures and practical trainings real life problems are solved;
Teamwork and project work;
One-module/one-semester studies in a foreign language;
Students use the studio to make creative work with the latest software (Adobe Creative Cloud 2017, CorelDraw X8, Office 2016 package), photography, film making;
24 weeks of practice in real business environment.
Access to professional activity or further study:
Access to professional activity:
International companies (in-house specialists); Public relations agencies; Local companies; Start-ups; Public sector; Market and public opinion, media analysis agencies; Research institutes and other companies and organizations.
Access to further study:
After completing Public relations study programme, students will be able to continue their studies according to university study programmes in Lithuania and abroad.
