Course Title : Public Relations
Code Course
Credits ECTS
COM 121-1 B 1 3 0 0 3.00 4
Lecturer and Office Hours
Teaching Assistant and Office Hours
Language Albanian
Course Level
Description Public Relations are part of communication science. This course will reflect this important part of personal, official, political or commercial communication in our society. Public relations (PR) is one of the most important sections of economic and political world in informing, influencing and creating of general public opinion.
Objectives 1-Providing the basic knowledge for public relations (PR) 2-Evolving PR Subsidiaries 3 Explanation of the importance of PR in our daily lives 4-Communication of students with experts of the domain 5-Awareness to establish a PR sector in Albania 6-Preparation of students for the labor market and acquaintance with this market
Course Outline
1What is Public Relations? Main definitions and it’s history. Introducing the literature and main sources of the subject. Introduction to the syllabus and evaluation methods.
2Public relations Plan- Key elements of the plan, situation analysis, defining objectives, strategy and implementation techniques.
3Public relation’s audience- The importance of dealing with the needs and requirements for each public category, evolution of audiences.
4Public relations and Marketing Mix - Public relations and other functions of the marketing- The importance of the coordination within the company.
5Media relations- application of the public relations in mass communication tools. Cultivating and maintaining the relationships with media, the role of the media manager.
6Social responsibility and Social sponsorship – Models of social responsibility and the basic principles, social responsibility benefits.
7 Image creation and management – Image, perception and reputation, image and brand power, corporate image and market study.
8Midterm Exam
9 PR in political and institutional communication - Spin doctors, Public Relations in electoral campaigns.
10Ethics in Public Relations - what is the limit of PR ? The cultural context of ethics.
11Public relations and crisis management – The needed steps in crisis management?
12Public relations and new media- Communication through internet and social media. The importance of online communication trends.
13Choosing a Public Relations Agency- The public relations market, profiles of agencies.
14 Expression and Writing Techniques in PR - Preparing the presentations and presenting them to the public. Preparation of press releases. Writing speeches.
15Measuring the effectiveness of Public Relations. - Importance of setting the objectives.
16Final Exam
Other References
Laboratory Work
Computer Usage
Learning Outcomes and Competences
1This course will provide students with basic knowledge of public relations
Course Evaluation Methods
In-term studies Quantity Percentage
Term Projects00
Contribution of in-term studies to overall grade50
Contribution of final examination to overall grade50
ECTS (Allocated Based on Student) Workload
Activities Quantity Duration
Total Workload
Course Duration (Including the exam week : 16 x Total course hours) 16348
Hours for off-the-classroom study (Pre-study, practice) 14228
Assignments 100
Midterms 11010
Final examination 11414
Other 000
Total Work Load 100
Total Work Load / 25 (hours) 4

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