Syllabus
Lectures:
1. Introduction to public relations, definitions, basic concepts, PR relationship and organization image
2. Corporate identity system of sports organizations
3. Corporate culture and its elements in sport
4. Corporate communication with stakeholders in the sports environment
5. Corporate design, brand elements, brand value
6. Stakeholders in the sports environment
7. Media relations, the influence of mass media on the image of sports organizations
8. Principles of communication with the media
9. Means and tools for communication with the media
10. Press events for the media
11. Crisis communication in public relations
12. Corporate publishing
13. Digital and online tools for public relations
14. Sports PR events Seminars:
1. The concept of corporate culture in sports organizations, case studies
2. Creating a corporate communication strategy for sports entities, case studies
3. Creation of corporate design and brand elements, case studies
4. Brand building athletes, case studies
5. Analysis of stakeholders
6. Practical exercises of communication with the media
7. Analysis and creation of information materials for media representatives, case studies
8. Preparation and creation of promo videos, analysis of practical examples
9. Media monitoring
10. Creation of elements of corporate publishing, analysis of practical examples
11. Analysis of communication with the public in crisis situations from sports
12. Digital and online communication of sports organizations, analysis of case studies
13. Preparation of PR project within the exam project
14. Preparation of PR project within the exam project
Annotation
The course acquaints students with the purpose and principles of communication and corporate public relations. It also deals with the survey and influencing of public opinion and target groups, the cultivation of image and the overall media policy and philosophy of the modern approach of the company to the public.