ECTS - PWSZ im. Witelona w Legnicy

The Witelon University of Applied Sciences in Legnica - Field: Political science
ECTS Course Catalogue 2010/2011
ECTS credits
4
1. Course title
Methods and Techniques of PR – stationary studies
2. Course contents
Lecture and classes
Public relations’ essence. The rules of organization of public relations’ activities. Formation of public relations
program. Techniques of creation of organization’s image. System of visual identification. Inner public relations –
influence on the workers. Media relations. Principles and forms of cooperation with journalists. Modern PR
techniques. Using Internet in communication campaigns. Sponsorship as a toll of public relations. Public
relations versus critical situation. Methods and techniques of conduct in crisis. System of evaluation of PR
actions effectiveness.
3. Prerequisites
None
4. Learning outcomes
Graduate understands the essence of public relations actions, knows methods of creating positive company’s
image as well as the most important public relations techniques and he or she can use them in practice.
5. Recommended reading
Budzyński W., Public relations, Strategia i nowe techniki kreowania wizerunku, Warszawa 2008.
Gregory A. (red.), Skuteczne techniki PR, Gdańsk 2005.
Knecht Z., Racjonalne public relations. Budowa działu, instrumenty, studia przypadków, Warszawa 2005.
Olędzki J., Tworzydło D. (red.), Public relations. Znaczenie społeczne i kierunki rozwoju, Warszawa 2006.
Rozwadowska B., Public relations. Teoria, praktyka, perspektywy, Warszawa 2001.
Tworzydło D., Soliński T. (red.), Public relations – wyzwania współczesności, Rzeszów 2004.
Wojcik K., Public relations od A do Z, Warszawa 2002.
6. Type of course
Obligatory
7. Teaching team
Department of Political Science
8. Course structure
Form Number of hours Semester Year
Lecture 30 V III
Classes 15 V III
Laboratory
Project
Seminar
Other
Total student’s
workload
9. Assessment methods
Exam
10. Language of instruction
Polish
120
749