Viešieji ryšiai (MNG229)


In 20th century the Public Relation become integral part of business and political processes. It’s important part of field of practical communication. Public Relations often have a close connection to marketing, external and internal corporate relations. In 21th century we have more broader space to use and realize the principles of PR. Now we see not only traditional channels of communication, like mass media (TV, radio, newspapers and magazines), but also new phenomenon like a social media, blogs, media sharing platforms (f.e. YouTube, Instagram etc). Internet change face of Public Relations. All mentioned processes are going fast. Modern specialists and business actors should understand processes of PR and have a knowledge to manage actual problems and challenges in way Public Relations propose. This course looks at the subject from perspective of PR specialists, who know all basic techniques and principles of manage issues of practical and strategical communication. The course has a broad approach based on a theoretical background from one hand and the cycle of practical trainings from another.

Course aim

This course aims at providing an understanding of the main principles of PR techniques. The students will get the knowledge how to use tools of PR, develop business relations with traditional and new media channels. They will be able to evaluate the outcome of PR decisions. The students also will learn how organize internal and external corporate communication and will get basic knowledge of crisis communication management.

Learning outcomes

  • Understand the different approaches to field of Public Relations (PR).
  • Define differences between propaganda and PR.
  • Identify how the principles of PR works in different spheres.
  • Define how to use tolls of Public Relations.
  • Understand a role of media communication in aims of business.
  • Define and analyze the creation of Image and Reputation.
  • Define main points of crisis communication.
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