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 are Public Relations, definitions and elements of the Public Relations process? Presentation of the literature and basic resources of the subject, presentation of the syllabus and the evaluation criteria.
2History and stages of development of Public Relations. The main models of the Public Relations process.
3Communication and its Objectives in the perspective of Public Relations. What is public opinion, what are the attitudes and how are they influenced? Knowing the analyze and influence of public opinion.
4Public Relations Management. Public Relations - The key elements of the plan, situation analysis, target setting, strategy and implementation tactics.
5Ethics in Public Relations - To what extent is the boundary of public relations? The cultural context of ethics.
6Research in Public Relations. Research principles and methods used in Public Relations.
7Media Relations - Application of Public Relations in mass media, Cultivation and preservation of media relations, the role of media manager.
8Midterm Exam
9Public Relationships and New Media - Virtual Communication and Social Media - The importance of the online communication trend.
10Community Relations. Social Responsibility and Social Sponsorship - Models of Social Responsibility and Basic Principles, Benefits of Social Responsibility.
11Principles and Writing Techniques in Public Relations. To write for your eyes and ears. Prepare press releases, speeches and other materials needed in the work of Public Relations.
12Public Relations and Marketing Mix- Traditional Integrated Marketing and Changes in the 21st Century. Public relations and other marketing functions, the importance of coordination within the company.
13Public Relationships and Crisis Management - Necessary Steps in Crisis Management.
14PR in Political and Institutional Communication - Spin Doctors, Public Relations in Electoral Campaigns.
15Evaluating and Measuring the Effectiveness of Public Relations - The importance of setting objectives.
16Final Exam
Other References
Laboratory Work
Computer Usage
Learning Outcomes and Competences
1This course will provide students with basic knowledge of public relations
2This course will provide students with knowledge about concepts, theories and tactics 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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