Syllabus
Lectures:
Introduction to public relations, definitions, basic concepts
PR in the context of communication and marketing mix, PR tools
The relationship between PR and image of the organization, corporate identity system of sports organizations
Corporate culture and its elements in sport
Corporate communication with stakeholders in the sports environment
Corporate design, brand elements, brand value
Stakeholders in the sports environment
Media relations, the influence of mass media on the image of sports organizations, principles of communication with the media
Means and tools for communication with the media
Press events for the media
Crisis communication in public relations
Corporate publishing
Sports PR event
Digital and online tools for public relations
Seminars:
Credits, organisation, assignment of tasks
Case studies regarding communication and marketing mix
Concept of corporate culture in sports organizations, case studies
Creating a corporate communication strategy for sport entities, case studies
Creating a corporate design and brand elements, case studies
Brand building athletes, case studies
Analysis of stakeholders in the sports environment
Practical exercises in communication with the media
Analysis and creation(production of information materials for media representatives, preparation and production of promo videos, analysis of practical examples
Media monitoring
Analysis of communication with the public in crisis situations from sport, creating elements of corporate publishing, analysis of practical examples
Digital and online communication of sports organizations, analysis of case studies
Preparation of PR project within the exam project
Preparation of PR project within the exam project
Annotation
The course introduces students to the purpose and principles of communication and corporate public relations. It also deals with researching and influencing public opinion and target groups, image cultivation and overall media policy, and the philosophy of the modern corporate approach to the public.