Public Relations and Reputation Management

2019-2020

Course Objective

After 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 Content

After 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 Methods

Lectures and workgroups

Method of Assessment

Exam and interim test

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 (forth edition). SAGE Publications.

Target Audience

2nd year Bachelor students Communication Science, Public Administration
and Organization Science and exchange students.

General Information

Course Code S_PRRM
Credits 6 EC
Period P2
Course Level 300
Language of Tuition English
Faculty Faculty of Social Sciences
Course Coordinator dr. G. Ranzini
Examiner D. Petropoulos Petalas
Teaching Staff D. Petropoulos Petalas
dr. G. Ranzini
dr. M.A.C.G. van der Velden
L.K.M. Berkelmans MSc

Practical Information

You need to register for this course yourself

Teaching Methods Lecture, Study Group
Target audiences

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