TÜRKÇE
ENGLISH
Information
| Code | GZS310 |
| Name | MEDIA AND ADVERTISEMENT |
| Term | 2022-2023 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(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
None
Resources
Balta Peltekoğlu, F. (2016). Halkla İlişkiler Nedir?. 9. Baskı, İstanbul: Beta. / Davis, A. (2006). Halkla İlişkilerin ABC'si. İstanbul: Kapital Medya Hizmetleri.
Notes
Related articles and electronic resources.
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 | Knows the theoretical approaches in the field of media and communication. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Understands developing news production models and new approaches. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Learns the concepts of communication and mass communication systems, especially journalism. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | By gaining the ability to communicate effectively, knows the basic dynamics of communication processes. | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Learns communication models together with sociological, psychological and economic conditions. | 2 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Produces, edits and manages news for all kinds of media (newspaper, magazine, website, radio, television, etc.) organizations | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | It deals with events with a professional approach, and tries to solve problems or situations scientifically, taking into account rational reason and knowledge in critical situations. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Shoots photographs in many photography fields, especially in press photography.(e | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | It evaluates the contents of media organizations, identifies existing problems and deficiencies, and takes an active role in eliminating such problems. | |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Undertakes duties such as press consultant, communication coordinator, communication manager in various institutions and organizations.(eril) | 4 |
| PLO11 | Beceriler - Bilişsel, Uygulamalı | Works in all kinds of national and international media (newspaper, magazine, website, radio, television, etc.) organizations. | 3 |
| PLO12 | Beceriler - Bilişsel, Uygulamalı | Easily grasps new jobs and tasks; easily adapts to new formations and trends in the developing and changing world and professional life. | 3 |
| PLO13 | Beceriler - Bilişsel, Uygulamalı | Acquires the ability to produce content suitable for developing new communication technologies. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Gains the ability of empathy to comprehend both individual and social processes. | |
| PLO15 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Decision-making becomes self-confident in participating in decision-making processes and assumes responsibility for situations that may arise in such situations. | 3 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Along with acquiring the ability to work independently / individually, she can also take part in collective work and is successful in adapting to new environments and groups.(dişil) | 4 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | It supports social reconciliation and peace; By acting as an intermediary mechanism in all kinds of conflict situations, it prioritizes the right of communication and tries to resolve the problems in peaceful and humane ways. | 3 |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Reaches the consciousness to synthesize the concepts of society, culture and communication with each other. | 3 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | The awareness of society and collectivism will be high, as well as being successful in individual life, they will also fulfill their duties in the social system. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Gains competence in various branches of science, especially in social and human sciences, and conducts interdisciplinary studies and analyzes such studies. | 3 |
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 | Öğretim Yöntemleri: Anlatım |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Lobbying (Theoretical Framework, Basic Rules). Public Relations and Public Diplomacy. Public Relations and Spin-Doctoring. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım |
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 | ||