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Public Relations Strategies and Campaigns
Study Course Description
Course Description Statuss:Approved
Course Description Version:6.00
Study Course Accepted:02.02.2024 12:26:16
| Study Course Information | |||||||||
| Course Code: | KSK_052 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.00 | ECTS: | 4.50 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Basic knowledge on communication and public relations. | ||||||||
| Objective: | To familiarise with the meaning and the needs of public relations strategy and tactics in the process of management of public relations, and to provide theoretical and practical knowledge on the creation and implementation of public relations campaigns | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Introductory lecture. Place of a public relations specialist in a company. Strategic PR model of J.E.Grunig and F.J.Rapper. Forms of interaction between public relations and marketing (P. Cotler) and W. Mindak). Eight-factor public relations integration model (S. Oliver). | Lectures | 1.00 | auditorium | |||||
| 2 | Interaction of goals of public relations of a company with the mission, vision and business (strategic) goal of the company. Importance of planning in public relations. Public relations planning stages (4-step model, 9-step model). | Lectures | 1.00 | auditorium | |||||
| 3 | Analysis of the situation, organisation and public as basic elements of strategy building. | Classes | 1.00 | auditorium | |||||
| 4 | 10 most common mistakes in PR strategies | Lectures | 1.00 | auditorium | |||||
| 5 | Tips for dealing with PR clients | Lectures | 1.00 | auditorium | |||||
| 6 | Factors shaping a message. | Classes | 1.00 | auditorium | |||||
| 7 | Concept and role of tactics. Interpersonal, organised media, news media, advertising and promotion tactics. Package as a tactics of communication. | Lectures | 1.00 | auditorium | |||||
| 8 | Introduction of a strategic plan: content, time and activity plan and budget. | Classes | 1.00 | auditorium | |||||
| 9 | Evaluation of a strategic plan: development of analysis criteria, time, methodology, data analysis and final message. | Lectures | 1.00 | auditorium | |||||
| 10 | Presentation of public relations campaigns. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Four independent assignments. Detailed description of assignments (in Word) are to be found in e-studies. | ||||||||
| Assessment Criteria: | Homework, case analysis, development of a PR campaign for a particular organisation, examination – in accordance with the RSU Regulations, for analysis, ability to use theoretical knowledge, provided solutions, conclusions and proposals. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | |||||||||
| Learning Outcomes | |||||||||
| Knowledge: | On the public relations management process and importance of strategy and tactics in it. | ||||||||
| Skills: | To prepare and implement a plan of a public relations campaign. | ||||||||
| Competencies: | Ability to lead the strategic management process when preparing and implementing a plan of a public relations campaign. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Byrum K. (2018) Public Relations Strategies and Tactics. - Cognella Academic Publishing | ||||||||
| 2 | Wilcox D.L., Cameron G.T. (2014) Public Relations: Strategies and Tactics (11th Edition). – Pearson | ||||||||
| 3 | Wilcox, Dennis L. (2013) Public relations writing and media techniques / Dennis L. Wilcox, Bryan H. Reber. - 7th ed. - Boston : Pearson Education | ||||||||
| 4 | Smith, Ronald D. (2013) Strategic planning for public relations / Ronald D. Smith. - 4th ed. - New York : Routledge | ||||||||
| Additional Reading | |||||||||
| 1 | Doorley J. (et.al) Reputation management : the key to successful public relations and corporate communication / 2nd ed. - New York, Routledge, 2011 | ||||||||
| 2 | Duhe S.C. (ed.) New media and public relations / 2nd ed. - New York, Peter Lang, 2012 | ||||||||
| 3 | Lee M. (ed.) Neeley G., Stewart K.B. The practice of government public relations. - Boca Raton, CRC Press, 2012 | ||||||||
| 4 | Meerman D.S. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly / 2nd ed. - Hoboken, N.J. John Wiley & Sons, 2010 | ||||||||
| 5 | Newsom D. (et.al.) This is pr : the realities of public relations / 11th ed. - Boston, MA, Wadsworth Cengage Learning, 2011 | ||||||||
| Other Information Sources | |||||||||
| 1 | Jaunākie zinātniskie raksti, kas pieejami RSU Bibliotēkas abonētajās zinātnisko rakstu datubāzēs (piemēram, EBSCO, SAGE Publications, Science Direct, Scopus u.c.). | ||||||||
