THE PUBLIC RELATIONS STUDY PROGRAMME
The Department of Public Relations offers single-major undergraduate and graduate study programmes. It allows both full-time (state-funded or self-financing) and part-time enrolment.
Undergraduate study programme (6 semesters – 180 ECTS credits)
The single-major undergraduate Public Relations study programme provides students with comprehensive education in the field, thus enabling them to understand both theoretical and practical aspects of public relations. It also enables students to acquire the knowledge essential for the strategic management of public relations programmes and their application in the corporate sector and public institutions, which implies the usage of advanced communication tools and methodology. In addition, students can broaden their knowledge by enrolling in the graduate study programmes in the fields of Information and Communication Science.
Upon completion of the undergraduate Public Relations study programme, students will be able to:
- define and explain concepts from the field of Public Relations, from basic to specific ones, such as the application of public relations in different sectors;
- define basic communicological terms, the levels and types of communication;
- classify the acquired terminology and communicological processes, theoretical traditions - transition and ritual (information theory, communications theory), the structure and phenomenology of communication, the usefulness and boundaries of communication models and the models of news selection;
- assess the position and function of Public Relations within the field of science (information-communication field) and in practice, with special emphasis on the relation and correlation of Public Relations with related disciplines;
- acquire knowledge of the latest communication technologies in order to manage and organise public relations;
- use convergent media functions when communicating with the target public;
- critically evaluate the correlation between different social institutions and distinguish micro-sociological from macro-sociological processes;
- analyse the influence of media systems and media in different socio-political conditions;
- evaluate the concept of the use of planned PR activities in the interest of an organization or the public;
- acquire fundamental knowledge from the field of Computer Science, such as information, computer systems, information systems, computer networks, databases, data storage and apply it in the contemporary context;
- plan target announcements for target audiences using e-media and analyse the effect of the announcements on the public;
- use the acquired knowledge as the basis for mastering other PR disciplines
Upon completion of the single-major undergraduate Public Relations study programme, students earn the academic title of the Bachelor of Public Relations.
Bachelors of Public Relations can enrol in the graduate Public Relations programme or another related graduate study programme or they can choose to enter the labour market, for example, working in the media, state administration, private and public cultural and political institutions, non-governmental organisations or the economic sector where they can perform tasks related to propaganda, marketing and public relations.
Graduate study programme (4 semesters – 120 ECTS credits)
Upon completion of the single-major graduate Public Relations study programme, students will possess a high level of professional knowledge and be capable of understanding and applying PR techniques and tools, which will make them eligible for employment in commercial, administrative and cultural institutions, media and publishing.
Upon completion of the single-major graduate Public Relations study programme, students will be able to:
- apply the high level of acquired professional knowledge using PR techniques and tools;
- interpret and analyse complex strategic PR models;
- apply their knowledge of the latest communication technologies in order to manage and organise public relations;
- use their knowledge of the latest communication technologies in order to manage and organise PR offices in different profit and non-profit organisations;
- acquire the knowledge and methodology necessary for social analysis via public opinion polls;
- develop their own communication plans adapted to different aims, sectors and application methods (crisis communication, internal communication…);
- critically evaluate adequate PR programmes;
- prepare, conduct and present research on a specific aspect of the PR sector;
- master the competencies necessary for communication with different types of public, cooperation with media and the creation of media content;
- lead, organise and manage communication and PR offices;
- develop professional knowledge, skills and competences, professional ethics, independence and responsibility.
Upon completion of the single-major graduate Public Relations study programme, students earn the academic title of the Master of Public Relations.
Masters of Public Relations will possess the relevant knowledge and be able to use the methodology necessary for performing social analysis as well as the knowledge of the latest communication technologies which will enable them to manage and organise PR offices in different profit and non-profit organisations. Students will be capable of leading, organising and managing these systems. Employment opportunities include public authorities, political organisations, non-governmental organisations, media, economic operators etc.