TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF COMMUNICATION |
| JOURNALISM PR. | |
| Code | GZS310 |
| Name | MEDIA AND ADVERTISEMENT |
| Term | 2019-2020 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1.5 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Doç. Dr. ENGİN ÇELEBİ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Course that includes teaching the theoretical background of public relations within the framework of current information, aims to give information to students about the basic concepts and definitions in public relations field, historical development, the relationship with the other fields, methods used and models, communication methods in public relations with target audience and media tools and its importance, tools used and tools design, practice types in different areas, the effect of new media environment on public relations and its power to shape public relations, code of ethics and theoretical ethics models. Students will be able to gain competence in public relations field.
Course Content
In this course, students are introduced to; the basic concepts and definitions in public relations, increasing function of public relations and guerilla public relations, merketing communication and public relations methods, social change and marketing communication, proactive and reactive public relations, historical development of public relations in diverse countries, public relations models, in-house public relations, target audience in public relations and its importance, stages of public relations process, social responsibility, public relations and communication interaction, public relations and persuasion theories, public relations and media relations, printed media in public relations, radio, television, press conference/press release/press invitation, product communication and placement, exhibition and fair organizations, public relations and new media, event management, sponsorship, crisis management in public relations, corporate image, corporate reputation, corporate identity, lobbying, spin-doctoring, public diplomacy, public relations code of ethics, theoretical ethic models in public relations. Students will be able to have full knowledge of the field.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Interpret the concepts about public relations. |
| LO02 | Scrutinise the historical development of public relations. |
| LO03 | Comprehend the public relations methods and plan the practices according to these methods. |
| LO04 | Position and lead the public relations activities in written/visual and verbal communication. |
| LO05 | Comprehend the stages of publis relations process and carry out the projects. |
| LO06 | Comprehend and lead the organization of public relations agency. |
| LO07 | Comprehend and analyze the relationships between diverse groups in public relations. |
| LO08 | Comprehend public relations code of ethics and theoretical ethic models and organize the activities according to them. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts and professional rules related to the profession and field of journalism. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines news production, consumption and distribution processes, news sources, news / media text types. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | List the theories, models and approaches related to media and communication systems. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Outlines the legal framework of journalism in Turkey and internationally, the legal rights of journalists, press professional principles, and ethical codes. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Designs scientific research in the field of social sciences and humanities, especially communication and media. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Compares traditional and new/digital communication technologies, computers and information systems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Prepares written, visual and audio content for traditional and digital journalism/media environments. | 3 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Discusses the concepts/areas of society, culture and communication. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Apply democratic rules, human rights and communication rights to promote social reconciliation and peace. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Supports individual and collective work in professional life. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Critically discusses the agenda and innovations of local, regional, national and international media with new perspectives. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Examines traditional and digital media contents with critical approaches with media literacy competence. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Describe the professional, commercial and legal processes of journalism and media organizations, current and emerging business models. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Criticizes otherizing, discriminatory and hateful discourses in the media and society. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Through theoretical and practical knowledge, he/she supports decision-making mechanisms both in the media organization where he/she works and in the society where he/she lives. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Supports cultural, artistic and scientific activities related to the field. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Design solutions to problems in the functioning of journalism/media organizations. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Applies new generation journalism technologies. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Performs duties such as press consultancy, communication coordination, press advisory, and communication management in various institutions and organizations. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Supports work and worker safety within the framework of laws and regulations. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Public Relations. Definitons, New Names in Public Relations and Increasing Function of Public Relations. Guerilla Public Relations and Creativity. Edward Bernays and Notion of Public Relations. | Reading of literature | |
| 2 | Creating Marketing Communication Strategy and Integrated Marketing Communication. Key Elements of Marketing Communication (Personal Selling, Advertising, Sales Promotion), Direct and Interactive Marketing, Marketing Communication and Public Relations Methods, The Effect of Computer Technology on Marketing, Social Change and Marketing Communication. | Reading of literature | |
| 3 | Proactive and Reactive Public Relations. Historical Development of Public Relations in the United States of America (Press Agency and Publicity Model, Public Information Model, Two-Way Asymmetrical Model, Two-Way Symmetrical Model), Development of Public Relations in Turkey/England/Germany/France. IPRA, International Public Relations Association. Public Relations Education. | Reading of literature | |
| 4 | In-House Public Relations and Its Activities, Advantages and Disadvantages of In-House Public Relations. Development Process of Public Relations Agencies, Inportance of Target Audience in Public Relations and Its Formation, Its Structure. Types of Target Audience, Advantages of Determining the Target Audience. | Reading of literature | |
| 5 | Stages of Public Relations Process (Research, Planning, Implementation, Evaluation). Features of Effective Communication in Public Relations Process, Social Responsibility in Public Relations Practice (Development Process, Practice Areas), Social Responsibilty Project Examples. Public Relations and Communication, Effect of Messages, Public Relations and Communication Interaction/Persuasion Theories, Agenda-Setting Hypothesis, Selection of Public Relations Tool and Media Relations. | Reading of literature | |
| 6 | Press Relations, Printed Media and Press Release, Content Features of Press Release and Its Formal Features, Organizations for Press and The Points to Take Into Consideration. Radio as A Public Relations Media (Short Announcements, Press Releases, Panel Discussion Programs, Public Service Announcements), Television as A Public Relations Media (Press Releases, Sneak Peeks, Discussion Programs, Need-to-Know Things of Speaker Who Will Join the Program, Public Service Announcements, Video Press Releases). | Reading of literature | |
| 7 | Articles (Formal Features, Points to Take Into Consideration, Types), Corporate Publishing and Its Types (Releases, Newspaper, Magazine, Megapaper, Identifying the Content of Publishing, Points to Take Into Consideration). Brochure (Basic Steps of Preparation and Its Objective). Types of Leaflet. Memorandums and Its Types. Using the Letters for Publicity. | Reading of literature | |
| 8 | Mid-Term Exam | Taught course subjects | |
| 9 | Public Relations and Photograph (Usage of Photograph, Telling the Issue with Photograph, Identifying the Title of Photograph). Speech and Speaker in Public Relations (Purpose of Speech/Its Planning/Its Types, Using the Visual/Aural Tools in the Presentation, Rules of Effective Speech). Exhibitions and Fairs in Public Relations (Aims, Factors that Cause Failure, Factors that Identify the Participation, Marketing Communication and Fair). | Reading of literature | |
| 10 | Public Relations and New Media (Communication via Internet and Publicity, Power of Internet, Web Sites, Internet and Media Relations, E-Mail, Social Media and Public Relations, Online Media and Public Relations). Event Management (Components, Designing, Planning Process, Cooperation with Service Providers, Organizing the Team, Risk Communication in the Event, Event and Media Exposures). | Reading of literature | |
| 11 | Sponsorship (Aims, Importance, Management, Types, Widespreading Practices, Topics that Necessary to be in a Sponsorship Offer, Things that Necessary to be in Agreement, Selection of Projects, Sponsorship Practices and Budget, Product Placement, Legal Dimension, Examples). | Reading of literature | |
| 12 | Crisis and Crisis Management (Plans, Process and Communication, Evaluation, Crisis Management and Public Relations, Rules for Effective Communication in Crisis Situation, Target Audience, Its Types and Roles of Cultural Dimensions). In-House Communication (Importance, Rules, Methods Used). | Reading of literature | |
| 13 | Corporate Identity (Corporate Strategy/Culture/Personality, Historical Development, Components of Visual Identity, Identity Formation Process). Corporate Image (Types, Influencing Factors, Image Transfer, Brand Image and Corporate Image, Stages, Image Advertising and Its Purposes, Image and Reputation Management, Corporate Perception and Reputation Coefficient. | Reading of literature | |
| 14 | Lobbying (Theoretical Framework, Basic Rules). Public Relations and Public Diplomacy. Public Relations and Spin-Doctoring. | Reading of literature | |
| 15 | Public Relations and Code of Ethics, TÜHİD Code of Ethics. Public Relations Ethics and Theoretical Models. Developed Models for Practical Ethical Practice. | Reading of literature | |
| 16 | Term Exams | Taught course subjects | |
| 17 | Term Exams | Taught course subjects |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Homework | 100 | 20 |
| General Assessment | ||
| Midterm / Year Total | 100 | 20 |
| 1. Final Exam | - | 80 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 4 | 4 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 92 | ||
| Total Workload / 25 (h) | 3,68 | ||
| ECTS | 4 ECTS | ||