Fibraco eEducation Service

Public Relations

Public relations helps an organization and its publics adapt mutually to each other.
(PRSA definition)
Public relations is the conscious organization of communication. PR is a management function. The task of PR is: To achieve mutual understanding and to establish a beneficial relationship, between the organization and its publics and environment, through two-way communication.
(CERP Recommendation The author of the definition is Thomas Barat)

Course objective and special aim

In order to be successful in the business life the students should be able to use the communication methods and tools. This course is an introduction to the public relations.

Course content

  • The conscious organization of communication Social-economic environment of the organisations.
  • One way and two way communication.
  • Business protocols, meta-communication in the business life. Etc.
  • The parts of the corporate business communication. Management communication, Marketing communication, Human Resource, Public Relations
  • Corporate Culture, Corporate Philosophy, Corporate Citizenship, Corporate Behaviour, Corporate Identity, Corporate Image,
  • Reputation management
  • The history of the Public Relations
  • The strategy
  • The tasks and tools used between the organisations and the environment.
  • The tools of the Public Relations: Personal communications, Events organization, Publishing, Audiovisual tools, Printed and Electronic Media.
  • Communication methods in the business life: Lobby, Aid policy, leaks to the media, etc.
  • Corporate business communication at present and in the future – the ePR (web PR, net PR, on-line PR) – the social media (Facebook, Twitter etc.)
  • Corporate Business Communication in the practice.
  • The “Technology” of the Public Relations – Counselling, Research, Planning, Execution, Evaluation

Key terminology

  • One way and two way communication,
  • The conscious organization of communication,
  • Management communication
  • Human Resource,
  • Public Relations.
  • Corporate Culture,
  • Corporate Philosophy,
  • Corporate Citizenship,
  • Corporate Behaviour,
  • Corporate Identity,
  • Corporate Image,
  • Reputation management.

Compulsory reading:

Other reading:

  • Scott M. Cutlip, Allen H. Center, Glen M. Broom: Effective Public Relations 8th Edition, Prentince-Hall, Inc.
  • Wally Olins: Corporate Identity 2nd ed. Thames and Hudson 1990
  • Different websites and articles, offered by the teacher, during the lessons

Accessibility of study materials: in the class library, internet

Student performance assessment:

The basis of calculation is the number of total points of the assay and presentation and two tests (50 – 25 – 25%). Passing the minimum requirement is needed 51 percent of the total point.

 


Sample lectures

“5W” in Practice – Planning of Public Relations

To visit the page of the presentation, please click here.


 

The future of the Public Relations: “ePR” 

To visit the page of the presentation, please click here.


From Prohibited to Supported

Tamas Barat, president and founder of the American Hungarian Chamber of Commerce in New York, spoke with the Museum of Public Relations about the evolution of public relations in Hungary and his personal contributions to the profession. The first part of the interview: