Positioning of Social Issues in Public and Interinstitutional Communication

Study Course Description

Course Description Statuss:Approved

Course Description Version:3.00

Study Course Accepted:08.11.2021 17:11:36

Study Course Information
Course Code:		LUSDK_266			LQF level:		Level 7
Credit Points:		2.00			ECTS:		3.00
Branch of Science:		Communication Sciences; Psychology and Ethics of Communication			Target Audience:		Social Welfare and Social Work
Study Course Supervisor
Course Supervisor:		Aivars Stankevičs
Study Course Implementer
Structural Unit:		Department of Welfare and Social Work
The Head of Structural Unit:
Contacts:		Riga, 26a Anniņmuižas boulevard, socdkrsu[pnkts]lv, +371 67061575
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		6	Lecture Length (academic hours)			2	Total Contact Hours of Lectures		12
Classes (count)		6	Class Length (academic hours)			2	Total Contact Hours of Classes		12
Total Contact Hours									24
Part-Time - Semester No.1
Lectures (count)		6	Lecture Length (academic hours)			2	Total Contact Hours of Lectures		12
Classes (count)		6	Class Length (academic hours)			2	Total Contact Hours of Classes		12
Total Contact Hours									24
Study course description
Preliminary Knowledge:
General knowledge of the communication process and management principles.
Objective:
To build understanding of Public Relations (PR) as an important professional social work duty and activity, and to provide practical skills in PR process management.
Topic Layout (Full-Time)
No.	Topic				Type of Implementation		Number	Venue
1	Culture of professional communication in social work and nature of public relations.				Lectures		1.00	auditorium
2	Public relations and journalism.				Classes		1.00	auditorium
3	Images. Corporate identity and corporate image.				Classes		1.00	auditorium
4	Evolution of public relations.				Lectures		1.00	auditorium
5	Ethics and professionalism.				Lectures		1.00	auditorium
6	Public relations departments and PR companies.				Lectures		1.00	auditorium
7	Tasks and responsibility of a PR manager. Cooperation between the PR manager and management.				Classes		1.00	auditorium
8	Definition of services and costs of services.				Classes		1.00	auditorium
9	Programme planning.				Lectures		1.00	auditorium
10	Case study. Case assessment methods. Definition of goals. Determination of priorities. Time and budget.				Classes		1.00	auditorium
11	Concept, goals and tasks of communication. Special areas of public relations. Internet and other technologies.				Lectures		1.00	auditorium
12	Social media.				Classes		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic				Type of Implementation		Number	Venue
1	Culture of professional communication in social work and nature of public relations.				Lectures		1.00	auditorium
2	Public relations and journalism.				Classes		1.00	auditorium
3	Images. Corporate identity and corporate image.				Classes		1.00	auditorium
4	Evolution of public relations.				Lectures		1.00	auditorium
5	Ethics and professionalism.				Lectures		1.00	auditorium
6	Public relations departments and PR companies.				Lectures		1.00	auditorium
7	Tasks and responsibility of a PR manager. Cooperation between the PR manager and management.				Classes		1.00	auditorium
8	Definition of services and costs of services.				Classes		1.00	auditorium
9	Programme planning.				Lectures		1.00	auditorium
10	Case study. Case assessment methods. Definition of goals. Determination of priorities. Time and budget.				Classes		1.00	auditorium
11	Concept, goals and tasks of communication. Special areas of public relations. Internet and other technologies.				Lectures		1.00	auditorium
12	Social media.				Classes		1.00	auditorium
Assessment
Unaided Work:
Preparation and presentation of a press release, individual work – PR campaign strategy and plan (report and presentation).
Assessment Criteria:
Examination method: participation (activity) in lectures (10%), participation (activity) and quality of answers in seminars (15%), preparation and presentation of a press release (25%), individual work – PR campaign strategy and plan (report) (25%), examination (25%).
Final Examination (Full-Time):		Exam
Final Examination (Part-Time):		Exam
Learning Outcomes
Knowledge:		Will be able to demonstrate in-depth knowledge and understanding of public relations (PR) and the principles and methods of developing internal and external (interinstitutional) communication, of different areas of the PR social work field.
Skills:		Will be able to prepare and communicate a message; will be able to give a reasoned presentation on a professional topic; will be able to communicate effectively and develop beneficial contacts with representatives of different social groups, respecting the diversity of people.
Competencies:		Will be able to identify audiences and their needs, select the communication message and communication channel that is best suited to the specificity of the audience, reduce communication barriers, plan and manage PR campaigns in the field of social issues.
Bibliography
No.	Reference
Required Reading
1	Gregorija A. Sabiedrisko attiecību kampaņu plānošana un vadīšana. - Rīga : Lietišķās informācijas dienests, 2007
2	Herbsts D. Sabiedriskās attiecības. – Rīga: Zvaigzne ABC, 2006
3	Veinberga S. Masmediji: Prese, radio un televīzija. – Rīga: Zvaigzne ABC, 2005
Additional Reading
1	Argenti P. A., Forman J. The power of corporate communication : crafting the voice and image of your business. - New York : McGraw-Hill, 2002
2	Ēriksens T. H. Mirka tirānija: Straujš un gauss laiks informācijas sabiedrībā. – Rīga: Norden AB, 2005
3	Cutlip S. M., Center A. H., Broom G. M. Effective public relations / 9th ed. - Upper Saddle River: Pearson Education International, 2006
4	Katlips S. M, Senters A. H., Brūms G. M. Sabiedriskās attiecības. – Rīga, 2002
5	Veinberga S. Publiskās attiecības PR: Teorija un prakse. – Rīga: Zvaigzne ABC, 2004