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Public Relations Strategies and Campaigns
Study Course Description
Course Description Statuss:Approved
Course Description Version:2.00
Study Course Accepted:02.02.2024 12:26:01
| Study Course Information | |||||||||
| Course Code: | KF_068 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Basic knowledge of communication and public relations. | ||||||||
| Objective: | To introduce the importance and necessity of public relations strategy and tactics in the process of managing public relations and to provide theoretical and practical knowledge about the creation and implementation of public relations campaigns. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Introductory lecture. Position of public relations specialist in the company. Strategic model of J.E. Grunig and F.J. Repera SA. Forms of public relations and marketing interaction (P. Kotlers and V. Mindaks). Eight-factor public relations integration model (S.Olivera). | Lectures | 1.00 | auditorium | |||||
| 2 | The interaction of the company's public relations goals with the company's mission, vision and business (strategic) goal. The importance of planning in public relations. Stages of public relations planning (4-step model, 9-step model). | Lectures | 1.00 | auditorium | |||||
| 3 | Development of public relations campaign plan stages | Classes | 4.00 | auditorium | |||||
| 4 | Purpose and its role in strategy formation. | Lectures | 1.00 | auditorium | |||||
| 5 | Concept and role of strategy. Proactive or action strategies and reactive or response strategies. | Lectures | 1.00 | auditorium | |||||
| 6 | The concept and role of tactics. Interpersonal, organized media, news media, advertising and promotion tactics. | Lectures | 1.00 | auditorium | |||||
| 7 | Strategic plan evaluation: development of analysis criteria, timing, methodology, data analysis and final report. | Lectures | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Four independent works. Detailed descriptions of tasks (word) can be viewed in e-studies. | ||||||||
| Assessment Criteria: | Homework, case analysis, development of SA campaign plan for a specific organization, exam - according to RSU regulations, analysis, ability to apply theoretical knowledge, provided solutions, conclusions and proposals. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | |||||||||
| Learning Outcomes | |||||||||
| Knowledge: | About the process of managing public relations and the importance of strategy and tactics in it. | ||||||||
| Skills: | After successful completion of the course, the student will be able to prepare and implement a public relations campaign plan. | ||||||||
| Competencies: | Will be able to manage the public relations process by preparing and implementing a public relations campaign plan. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Wilcox D., Reber B., et.al. (2022). Public Relations: Strategies and Tactics. 12th edition | ||||||||
| 2 | Luttrell R., Capizzo L. (2020). Public Relations Campaigns: An Integrated Approach | ||||||||
