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1. komponenta

Lecture type	Total
Lectures	15
Seminar	15

* Load is given in academic hour (1 academic hour = 45 minutes)

The aim of the course is to familiarize the students with the fundamentals of public relations (PR) and strategic communications in a variety of sectors: corporate and business communications, PR in government agencies and the public sector, PR in politics, the civil sector, relations with the local community, establishing communication between sectors. The students apply the theories of PR in practice, learn the differences in PR for certain sectors, the characteristics of public, external and internal relations and communication, and in particular the importance of strategic planning and resources that PR uses in practice.

1. Introduction to PR. Definitions, development of PR, PR role in organizations. Interactive work in teaching, group discussions to determine the initial knowledge and the understanding of the subject.
2. The role of PR. Demarcation between PR and related disciplines and sectors. The position in the dominant coalition. Professionalism.
3. PR in the corporate sector and corporate communication. The position, role, characteristics. Basics of the excellence theory.
4. PR in the corporate sector - business roles, strategies, planning in the organization. B2B, B2C communications.
5. Organizational dynamics and PR - building internal relations within the organization.
6. PR in politics. Rhetorical theory. PR and political campaigns.
7. Rhetorical theory and the art of persuasion. Practical work - analysis of a case problem from the environment.
8. Theory of relations. PR in the public sector. Issues management. Activism.
9. Stakeholder theory. PR in the non-profit sector. Relationship between PR and activism, and the politics of pressure.
10. Communications risk management. Establishing relations with interest-influence groups. Example of a communication related to environmental issues.
11. Corporate social responsibility. Sustainability, CSR and PR. The role of communication in establishing of CSR processes. ESG integration into business strategies.
12. Corporate Social Responsibility. Sustainability, CSR and PR. Sustainability reporting and communication.
13. Measurement and evaluation of the effects of PR.
14. PR and multidisciplinarity. Differences in PR applications in various sectors.
15. Storytelling in communications.



Takeaways:
At the end of the course students will be able to:
- Recognize and understand characteristics of communications strategies and styles pertaining to diverse sectors
- Apply in practice diverse strategic approaches to communications
- Understand and describe the purpose of strategic communications and the roles of PR officers in various types of organizations
- Analyze and demonstrate ability to co-create strategic communications in versatile sectors

1. Chapters 5-9, 11-12,15- 17, 19-22, 26,29
   
   NOTE: The 2017 edition is significantly upgraded from the first 2007 edition or the corresponding Croatian translation of the first edition.
2. L'Etang, J.: Public Relations - Concepts, Practice and Critique

KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies
KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies

KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies
KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies

KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies
KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies

KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies
KOM (5033): ODNOSI S JAVNOŠĆU - Regular studij - Communication Studies