General Information
| Course Code | S_PRSRM |
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| Credits | 6 EC |
| Period | P5 |
| Course Level | 200 |
| Language of Tuition | Dutch / English |
| Faculty | Fac. of Social Sciences and Humanities |
| Course Coordinator | dr. A.I. Loureiro Lopes |
| Examiner | dr. A.I. Loureiro Lopes |
| Teaching Staff |
J.K. Kat dr. A.I. Loureiro Lopes dr. W. van Zoonen |
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Part of programme(s)
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Practical Information
You need to register for this course yourself. The (de)registration deadlines can be found on VU.nl
| Teaching Methods | Study Group, Lecture |
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Target audiences
This course is also available as:
Course Objective
Upon completion of this course, the student can:
- outline theories of public relations and reputation management;
- outline strategies of public relations and reputation management;
- outline effects of public relations and reputation management;
- describe the interplay of organizations, media, and stakeholders from a theoretical perspective;
- critically reflect on the potentials and constraints of Public Relations;
- develop and advise on a comprehensive Public Relations strategy.
Course Content
In a world of viral crises, data leaks, and 24-hour news cycles, is it still possible for an organization to control its own story? Or is a brand’s reputation solely at the mercy of the digital mob? In this course, we talk about how Public Relations influence the global information economy. In fact, Public Relations shape how we perceive every major brand, leader, and movement on the planet. This course explores the high-stakes interplay between media framing, stakeholder psychology, and corporate identity. Theories of news value, agenda building and framing offer explanations for this interplay.
You will learn to navigate the most volatile corners of modern communication, from high-pressure Crisis Management and Issue Mapping to the ethics of Corporate Social Responsibility and Social Media PR. With this, you learn the strategies required to command attention and protect an organization’s most valuable intangible asset: its reputation.
Additional Information Teaching Methods
Lectures and workgroups. Attendance of the workgroups is mandatory.
Method of Assessment
Exam and group assignment
Literature
Electronic reader with scientific articles, The complete list of literature will be announced on the Canvas page before the start of the course.
Course book: Cornelissen, Joep (2014). Corporate communication: a guide to theory and practice (fourth, fifth or sixth edition). SAGE Publications.
Additional Information Target Audience
1st year Bachelor students Communication Science
Additional Information
The language of instruction for this course is “bilingual”, which means that the lectures are held in English but the working groups are offered separately in English or Dutch. If you are following the English-language program, please sign up for the English-language working groups.