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Regular version of the site

Public and Media Relations Management

Academic Year
Instruction in English
ECTS credits
Delivered at:
Department of Foreign Languages (Faculty of Management)
Course type:
Elective course
4 year, 2, 3 module


Course Syllabus


The course is aimed at explanation in the basics of public relations. The course covers basics of the PR work: concepts of public opinion and image, research, planning, preparation of content and special events. It also includes shorter explanations of the basics of communications theory pertaining more to the mass media part of this discipline. The course makes attempt to explain the position of PR among other managerial responsibilities, explain main fields of PR work and train students in writing of PR texts.
Learning Objectives

Learning Objectives

  • Learning the basic concepts and goals of public relations
  • Learning structure and goals of PR strategy
  • Learning how to plan PR campaign, event, etc.
  • Learning how to prepare PR texts and materials
Expected Learning Outcomes

Expected Learning Outcomes

  • be able to plan and conduct public opinion and marketing studies
  • can define public relations, its functions and main goals in strategical and tactical perspective
  • can explain differences between types of PR activities
  • uses RACE model to describe PR plans
  • can provide researchers with the plan of media research for the aims of PR
  • can plan PR communication
  • can provide PR plan with corresponding instruments of evaluation
Course Contents

Course Contents

  • Unit 1. Media 101
  • Unit 2. Public relations basics
  • Unit 3. Public opinion
  • Unit 4. Practice of PR
  • Unit 5. PR instruments
Assessment Elements

Assessment Elements

  • non-blocking Modelling of the communication
    The goal here is to analyse a media product as a communication act. The analysis has to be based on the Shannon-Weaver model of communication and has to cover multiple communication channels.
  • non-blocking Description of local media from the list
    Students have to research one of the local media. This work is aimed at teaching students to see media as a conglomerate of professionals and enterprise at the same time.
  • non-blocking End-unit test — media 101 and PR basics
    This is a simple 10-questions test on the basics of public relations and some details on the media theory.
  • non-blocking Identification of public opinion leaders
    The main goal of this task is to identify the public opinion leaders in the areas of business activities of the students' choice.
  • non-blocking End-nit test 2 — public opinion
    Bais test on the main concepts and research methods of public opinion.
  • non-blocking A presentation of a PR plan
    The main goal of this control instrument is to evaluate the skills of planning and understanding of all main details of a PR plan.
  • non-blocking PR Text
  • non-blocking Event concept
    The goal of this task is to prepare a PR event concept
  • non-blocking Final test
    The test which covers all 5 units of this course — from media basics to PR writing. The questions have three forms: multiple choice, single choice and write-in questions.
Interim Assessment

Interim Assessment

  • 2023/2024 3rd module
    0.1 * A presentation of a PR plan + 0.15 * Description of local media from the list + 0.05 * End-nit test 2 — public opinion + 0.05 * End-unit test — media 101 and PR basics + 0.1 * Event concept + 0.3 * Final test + 0.05 * Identification of public opinion leaders + 0.05 * Modelling of the communication + 0.15 * PR Text


Recommended Core Bibliography

  • Bernd W. Wirtz. (2020). Media Management : Strategy, Business Models and Case Studies: Vol. 2nd ed. Springer.
  • Melissa Zimdars, & Kembrew McLeod. (2020). Fake News : Understanding Media and Misinformation in the Digital Age. The MIT Press.
  • Кузнецов, П. А. Public Relations. Связи с общественностью для бизнеса: практические приемы и технологии / П. А. Кузнецов. — Москва : Дашков и К, 2022. — 296 с. — ISBN 978-5-394-04020-7. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/277166 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
  • Осмоловская, С. М., Социология Media : монография / С. М. Осмоловская. — Москва : Русайнс, 2021. — 84 с. — ISBN 978-5-4365-6680-1. — URL: https://book.ru/book/939950 (дата обращения: 25.08.2023). — Текст : электронный.
  • Ходырева, Е. Б. Advertising. Public relations manual : учебно-методическое пособие / Е. Б. Ходырева, Н. В. Капитула. — Нижний Новгород : ННГУ им. Н. И. Лобачевского, 2020. — 41 с. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/144836 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
  • Чаган, Н. Г., PUBLIC RELATIONS в режиме реального маркетинга : учебное пособие / Н. Г. Чаган. — Москва : Русайнс, 2023. — 340 с. — ISBN 978-5-466-01826-4. — URL: https://book.ru/book/946800 (дата обращения: 25.08.2023). — Текст : электронный.
  • Чаган, Н. Г., Public Relations: управление преднамеренными коммуникациями : учебное пособие / Н. Г. Чаган. — Москва : Русайнс, 2023. — 289 с. — ISBN 978-5-4365-9912-0. — URL: https://book.ru/book/945231 (дата обращения: 25.08.2023). — Текст : электронный.

Recommended Additional Bibliography

  • Anand, V. E., & Jayanthi, K. (2018). A Handbook of Journalism : Media in the Information Age. New Delhi, India: Sage Publications Pvt. Ltd. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1739149