Strategy, planning and measuring effectiveness in PR WT-DKS-P-SPSP

The following topics are covered during the course:
1. The specificity of public relations against the backdrop of journalism, marketing, content marketing, promotion and advertising.
2. Strategy as a systemic action plan.
3. Strategy levels: general strategy, business strategy, functional strategy (public relations).
4. Strategy implementation stages.
5. Instruments for measuring the effectiveness of public relations.
6. Budgeting PR activities.
7. Building a communication strategy - practical exercises.

(in Polish) Dyscyplina naukowa, do której odnoszą się efekty uczenia się

communication and media studies

(in Polish) Grupa przedmiotów ogólnouczenianych

(in Polish) nie dotyczy

Subject level

elementary

Learning outcome code/codes

DL_U11 DL_U15 DL_U17 DL_K07

Type of subject

obligatory

Preliminary Requirements

Basic knowledge of the subject of public relations activities. 1. Differences between public relations and journalism. 2. Differences between public relations and marketing. 3. Knowledge of basic public relations tools: media relations, image management, crisis management.

Course coordinators

Jacek Dziekan

Learning outcomes

1. The student fluently distinguishes the subject of activities and the specificity of public relations from the subject of activities and the specificity of marketing, advertising, content marketing.
2. The student knows the basic concepts and methods of strategic management.
3. The student knows and is able to apply the stages of strategy implementation in action.
4. The student knows and is able to use in practice the methods of measuring public relations activities.
5. The student is able to list the most important principles of public relations budgeting.
6. The student is able to prepare a simulation of a public relations strategy, taking into account the vision and mission, strategic goals, action plan, metrics and indicators, and a prototype budget.

Assessment criteria

1. Attendance at classes (2 unexcused absences are allowed).
2. Activity in class.
3. Completion of mid-semester works.
Completion of the semester work.

Bibliography

1. W. Chan Kim, Renée Mauborgne, Blue Ocean Strategy, Warsaw 2018.
2. W. Budzyński, Public relations. Image-reputation-identity. Warsaw 2017.
3. Norbert Oruba, Communication Strategy in Social Media, Warsaw 2022.

Additional information

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of WT-DKS-P-SPSP in USOSweb