567 Public Relations

567 Public Relations

  • Study programme and level: Master’s joint study programme Management in Administration 2nd Cycle
  • 1st year
  • 8 ECTS
  • Course type: Core course
  • Lectures: 28
  • Seminar: 14
  • Other study activities: 118
  • Individual work: 80
  • Language: English, Serbian, Slovene
  • Lecturer: Vinka Filipović, PhD, Dragan Vukmirović, PhD, Slavica Cicvarić Kostić, PhD


1. Content (Syllabus outline)

Definition and domain of Public Relations.
Public relations as function, process, proffesion and science. Organizing of Public relations function.  Public relations as strategic function of management. Relationship between marketing and public relations. Strategic planing of Public relations. Public relations activities. Building corporative identity, image and reputation. Organizing special events.
Media relations. Internal public relations
Lobbying. Sponsorship. Corporative social responsability. Ethical aspects of public relations. Internal comunication and social media. Business comunication and business protocol. Analizing practical examples of organizing public relations. Defining the process of public relations using the example of specific governing body or public sector organization. Analyzing ethical and unethical examples of public relations practice. Solving problems of public relations in international environment. Practical assignments of building up institutional identity, image and reputation. Case studies of organizing news conferences and other media events. Writing press releases. Public performance practice. Public relations  planning workshops. Public relations program budget planning.public relations measuring and evaluating models. Simulation and analysis of organizing different activities of public relations.

2. Readings

  • Filipović V., Kostić-Stanković M., Odnosi s javnošću, FON, Beograd, 2011.
  • Morris T., Goldsworthy S., Public relations for the new Europe, Basingstoke Palgrave Macmillan, New York, 2008.
  • L̀Etang J., Public relations: concepts, practise and critique, Los Angeles, 2008.
  • Regester M., Larkin J., Risk issues and crisis management in public relations: a casebook of best practice, 4th ed, Kogan Page: London and Philadelphia, 2008.
  • Filipović V., Kostić M., Prohaska S., Odnosi s javnošću – Poslovna komunikacija, poslovni imidž, profesionalno ponašanje, FON, Menadžment, Beograd, 2001.
  • Cutlip S., Center A., Broom G., Effective Public Relations, Prentice Hall, New Jersey, 2000.
  • Maitland I., Perfect PR, International Thomson Business Press, London, 1999.

3. Objectives and competences

Main aim is to improve knowledge and skills and getting familiar of new achievements needed for formulating appropriate communication strategies towards targeted public. General aim is getting familiar with concept of public relations in public administration as well as understanding the role and specifics of realisation of establishing and maintaining long term relations with external and internal environment.

Key competencies relate to the understanding of the principles, strategies and tactics of public relations in management, planning, implementation and evaluation of internal and external communications management.


4. Intended learning outcomes:

Knowledge and understanding:
Capacity of students for applying new concepts and communication skills in relations to internal and external environment, media, image development and organization identity.


5. Learning and teaching methods:

Lectures, discussion method, multimadial presentation of specific cases, learning teamwork in solving practical problems, students independent research and problem solving on the basis of the assignments, independent work of students through learning and development seminars.


6. Assessment

Type (examination, oral, coursework, project):
Student paper 40%
Oral exam 60%