23 TF. PUBLIC RELATIONS
Instructor: dr. Elena Martinonienė, room CR 248, Ph.: +370-5- (8 5) 271 45 45 , e-mail:
Language of instructions: English
Required Prerequisites: basic knowledge in political science, sociology, law, public administration and management. Good English language skills are necessary.
Contact Hours per week: 4 ECTS credits: 6 Local credits: 4
Semester: Autumn / Spring
Methods of Teaching: lectures, self-studies, thematic self-research, workshops, various forms of the continual individual guidance and testing;
Supporting teaching materials: for lectures – visual (graphical) aids; for self – studies – great possibilities to use Internet and library research;
Form of Assessment: research paper (10 – 15 pages) and oral examination
The main aim of the course is to introduce the students with a background of a communication and information theory, with the main public relation activities and image creation including crisis communication.
The course would comply with the different communication techniques, theory of mass communications and journalism, the development and specifications of activities.
Objectives of the Course:
• to grant special theoretical knowledge to the students in the sphere of communication and information, especially in the sphere of internal, external and mass communication and public relations (definitions, concepts, legal norms of public information and etc.);
• to help students to understand the importance of institution relations with a society and to familiarize them with different strategies of image creation, to develop practical skills in the sphere of communication and public relations;
• to familiarize students with various communication techniques while communicating with different target groups and the media
Reading list:
1. Berger, Bruce K.. Gaining influence in public relations: the role of resistance in practice / Bruce K. Berger, Bryan H. Reber LEA’s communication series, Mahwah (N.J.) London: Lawrence Erlbaum, 2006.
2. Cutlip, Scott M. Effective public relations / Scott M. Cutlip, Allen H. Center, Glen M. Broom, Upper Saddle River (New Jersey): Pearson: Prentice Hall, 2006.
3. Dainton, Marianne. Applying communication theory for professional life: a practical introduction / Marianne Dainton, Elaine D. Zelley, Thousand Oaks (Calif.), London, New Delhi: SAGE Publications, 2005.
4. Fraser P. Seitel. The practice of public relations. - Upper Saddle River: Pearson Education International, 2004.
5. McQuail’s reader in mass communication theory / edited by Denis McQuail, London, Thousand Oaks (Calif.): New Delhi: SAGE Publications, 2002.
6. Patricia J. Parsons. Ethics in public relations: a guide to best practice. - London Sterling: Kogan Page, 2004.
7. Robert L. Encyclopedia of public relations. - Thousand Oaks: Sage Publications, 2005.
8. Scott M. Cutlip, Alien H. Center, Glen M. Broom. Effective public relations. - Upper Sadddle River: Prentice Hall, 2000.
9. Wilcox, Dennis L. Public relations: strategies and tactics / Dennis L. Wilcox, Glenn T. Cameron International edition, Boston (Mass.): Pearson,: Allyn and Bacon, 2005.