PR & Communication in NPOs
Niveau
1. Master cycle
Learning outcomes of the courses/module
The participants:
• know different communication techniques and models
• know the basics of public relation and can distinguish it from marketing
• know the importance of reputation management
• know the basics of corporate communication and integrated as well as situational crisis communication
• know the most important theoretical approaches as well as instruments for strategic planning and optimization of corporate communication
• can identify and apply communication-relevant measures for crisis prevention and handling
• can design a decision-making framework for professional corporate communication
• understand the specific challenges and dynamics of crises on social media and can develop strategies to respond effectively to negative events on these platforms
• know the basics of storytelling and can develop compelling stories that effectively communicate the company's values and vision
• know different communication techniques and models
• know the basics of public relation and can distinguish it from marketing
• know the importance of reputation management
• know the basics of corporate communication and integrated as well as situational crisis communication
• know the most important theoretical approaches as well as instruments for strategic planning and optimization of corporate communication
• can identify and apply communication-relevant measures for crisis prevention and handling
• can design a decision-making framework for professional corporate communication
• understand the specific challenges and dynamics of crises on social media and can develop strategies to respond effectively to negative events on these platforms
• know the basics of storytelling and can develop compelling stories that effectively communicate the company's values and vision
Prerequisites for the course
none
Course content
• Fundamentals of Internal and External Communication
• Fundamentals of Public Relations & Corporate Communication
• Crisis PR: Strategies, methods, tools: Organization of crisis team work and communication, compilation and management of the emergency and crisis team
• Crisis communication and media relations: Success factors, structures and processes of crisis communication
• Basics of reputation management
• Social media crisis management
• Storytelling in corporate communications
• Fundamentals of Public Relations & Corporate Communication
• Crisis PR: Strategies, methods, tools: Organization of crisis team work and communication, compilation and management of the emergency and crisis team
• Crisis communication and media relations: Success factors, structures and processes of crisis communication
• Basics of reputation management
• Social media crisis management
• Storytelling in corporate communications
Recommended specialist literature
Puttenat, D. (2012): Praxishandbuch Presse- und Öffentlichkeitsarbeit: Der kleine PR-Coach
Franck, N. (2016): Praxiswissen Presse- und Öffentlichkeitsarbeit: Ein Leitfaden für Verbände, Vereine und Institutionen
Bihler, U./ Müller, F. (2021): Modernes Reputationsmanagement: Der gute Ruf als Schlüssel zum Erfolg
Franck, N. (2016): Praxiswissen Presse- und Öffentlichkeitsarbeit: Ein Leitfaden für Verbände, Vereine und Institutionen
Bihler, U./ Müller, F. (2021): Modernes Reputationsmanagement: Der gute Ruf als Schlüssel zum Erfolg
Assessment methods and criteria
Seminar thesis
Language
German
Number of ECTS credits awarded
6
Share of e-learning in %
35
Semester hours per week
3.0
Planned teaching and learning method
ILV (Blended Learning, Inverted Classroom)
Semester/trimester in which the course/module is offered
3
Name of lecturer
n.N.
Academic year
Key figure of the course/module
14_PRK
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none