Course ObjectiveAfter completion of this course, the student will:
• Have knowledge of theories, strategies and effects of public relations
and reputation management;
• Be able to describe the interplay of organizations, media and
stakeholders from a theoretical perspective;
• Have knowledge on specific fields of PR and reputation management,
such as Corporate Identity Management, Crisis Communication, Issue
Management, Corporate Social Responsibility and Social Media PR; and
• Be able to develop concrete Reputation Management Strategies.
Course ContentAfter a short introduction, conceptual foundations and definitions of
public relations and reputation management are discussed. Next, the
course Public Relations ad Reputation Management analyses the interplay
between organizations, media (framing, agenda building, news value),
stakeholders and the role of corporate identity management for building
reputation. Consequently, concrete strategies and effects of public
relations and reputation management (e.g., media relations,
communication plans) are introduced. In the last part of the course,
students learn about public relations and reputation management in
specific areas such as Corporate Identity Management, Crisis
Communication, Issue Management, Corporate Social Responsibility and
Social Media PR. Students put their knowledge in practice through
compulsory workgroups in which they analyze first-hand the public
relations and reputation of a real organization.
Teaching MethodsLectures and workgroups
Method of AssessmentExam and interim test
LiteratureElectronic reader with scientific articles, The complete list of
literature will be announced on the Canvas page before the start of
Course book: Cornelissen, Joep (2014). Corporate communication: a guide
to theory and practice (forth edition). SAGE Publications.
Target Audience2nd year Bachelor students Communication Science, Public Administration
and Organization Science and exchange students.
Custom Course RegistrationIn this course students enroll themselves for both workgroups and teams via Canvas. Instructions on how to do so are provided in the first week of the course.Note: You do have to register for the course, with the corresponding parts!
|Language of Tuition||English|
|Faculty||Faculty of Social Sciences|
|Course Coordinator||dr. G. Ranzini|
|Examiner||dr. G. Ranzini|
dr. G. Ranzini
You need to register for this course yourself
|Teaching Methods||Study Group*, Lecture|
*You cannot select a group yourself for this teaching method, you will be placed in a group.
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