Communication and Public Relations (SVUEK_009)
About Study Course
Objective
To develop the understanding of the future Masters of Public Health about public communication in the local and global information space, introducing the main communication theories and theoretical aspects of public relations. To create a basic knowledge base for students about health communication models, the theoretical basis of health communication, without which successful practice in those areas of communication that affect public relations and the communication process about health with different types of audiences is inconceivable. During the course, knowledge and skills about crisis communication and public communication are improved.
Prerequisites
Basics of sociology, research methods in social sciences, public health management, implementers of public health communication: their functions, roles.
Learning outcomes
Students will be able to describe the regularities of communication processes and their connection with the practice of public communication; describe media effects and their impact on communication processes; to describe the basic principles of media audience formation and behaviour, explain the essence of integrated communication, the basics of state communication; to list the basic principles of public relations ethics and to explain in more detail their peculiarities in the communication of public health problems.
Students will know the regularities of the media system; will be able to substantiate the role of the leader of public opinion, image formation and opinion in communication processes, analysing them in the context of the findings offered by health communication theories.
Analyze the internal and external environment of the organization's communication; to evaluate health communication messages, public opinion formation processes and their impact on the public image of the organization; to plan media campaigns in accordance with the strategic goals of communication and the principles of integrated communication; identify the target audiences of the organization and develop a communication strategy appropriate to them. Manage crisis communication.
Participate in the organization's communication creation process; to conceive and manage communication projects. Analyze data from studies of auditory and communication effects. Conceive, plan and implement applied research on target audiences, health communication messages and their effects, necessary for creating communication. Crisis communication planning and management. Planning and management of crisis communication.
