PR & Communication in NPOs (WP)*
level of course unit
1. Master cycle
Learning outcomes of course unit
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
prerequisites and co-requisites
none
course contents
• 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
recommended or required reading
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
assessment methods and criteria
Seminar thesis
language of instruction
German
number of ECTS credits allocated
6
eLearning quota in percent
35
course-hours-per-week (chw)
3
planned learning activities and teaching methods
ILV (Blended Learning, Inverted Classroom)
semester/trimester when the course unit is delivered
3
name of lecturer(s)
n.N.
course unit code
14_PRK
type of course unit
integrated lecture
mode of delivery
Compulsory
work placement(s)
none