TÜRKÇE
ENGLISH
Information
| Code | ILT215 |
| Name | Introduction to Public Relations |
| Term | 2024-2025 Academic Year |
| Semester | 3. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| 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. / Okay, A. & Okay, A. (2001). Halkla İlişkiler: Kavram Strateji ve Uygulamaları. İstanbul: Der. / Asna, A. (1993). Public Relations: Temel Bilgiler. İstanbul: Der.
Notes
Davis, A. (2006). Halkla İlişkilerin ABC'si. İstanbul: Kapital Medya Hizmetleri. / 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 | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Recognizes the national and global communication systems, the basic concepts, theories and principles. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Students will be able to associate basic knowledge about the instrumental (Radio, Television, Cinema, Advertising, Public Relations, Journalism, Public Relations, Journalism, etc.) and objective (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.) fields of Social Communication. | 5 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how communication works in all aspects of individual, group, mass, institution or different cultures. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Associates scientific knowledge and methods with technological innovations in the field. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | With an interdisciplinary perspective on the concept of communication; Sociology, History, Psychology, Linguistics, Political Science, Anthropology, etc. synthesises information from fields such as Communication Sciences. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | 4 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | As a requirement of the ability to communicate effectively, as well as the ability to express oneself; empathizes with the ability to understand the people and the environments they are in. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports his/her observations in social, artistic and cultural events that he/she organises and actively participates in. | 3 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Interprets local, national and international events with a critical perspective. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | They take an active role in group work as well as individual work. | 3 |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | As an individual with a developed sense of responsibility towards society, develops projects for the benefit of society. | 5 |
| PLO13 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In addition to professional development, it continuously improves itself in scientific, social, cultural and artistic fields in line with its interests and abilities. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Rational thinking skills as well as methods and strategies to develop creative thinking, as well as written, verbal, visual, etc. express their thoughts through tools appropriate to the purpose. | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to follow the information in the field and communicate with colleagues abroad with the knowledge of a foreign language at least at the general level of the European Language Portfolio (B). | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Acts in accordance with ethical principles in the process of accessing, using and transmitting all kinds of information and in all other thoughts and endeavors related to the profession. | 5 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Uses methods that can be disseminated to the society in general with basic application skills specific to the field such as media literacy. | |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Realizes future career planning in line with learning needs. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | It directs all its work within the framework of the legal legislation related to its field. |
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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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, Tartışma, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 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, Beyin Fırtınası |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
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 | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||