SFB52207 Public Relations (Autumn 2008)

The course is connected to the following study programs

The course is one of two specialisation options in the bachelor programme International Communication. It makes up one half of the 30 ECTS specialisation in public relations and must be studied in conjunction with SFB52407 Bachelor dissertation with internship, Public Relations (15 ECTS credits) in the spring semester. SFB52207 Public Relations is taken in the 5th semester (autumn).

Prerequisites

• The course builds on knowledge of communication and social sciences acquired in the two first years of the programme in international communication.
• The successful completion of all three business communication courses (Business Communication I, II and III) is a necessary prerequisite for enrolling on this specialisation.

Lecture Semester

Autumn 2008

Content

·        Public relations: strategy, stakeholders and target groups, etc.

·        Ethical perspectives

·        Rhetorical perspectives

·        The role and power of the media; new (digital) media

·        Writing for the media, online writing

·        Planning public relations campaigns

·        Practical public relations work and web administration

Forms of teaching and learning

The course is organised as workshops, i.e. all-day sessions every second week in the autumn semester. The seminars are student-led with a high degree of student activity and participation. Topics from the course literature are prepared and presented by the students themselves and discussed in plenum. Texts are written in groups, campaigns prepared, etc. Guest lecturers are invited, representing academia as well as the private and public sectors and NGOs.

The course is taught in English; however, guest lectures are mainly in Norwegian and students present tasks and cases both in English and Norwegian.

Practical training/internship

None.

Coursework requirements - conditions for taking the exam

None.

Examination

Portfolio assessment. The portfolio is to contain two contributions selected among the work tasks performed during the semester. Grading scale: A-F.

Literature

• Ihlen, Øyvind & Per Robstad (2004). Informasjon og samfunnskontakt - perspektiver og praksis. Bergen: Fagbokforlaget.
• Dalen, Ove & Jon Mjølhus (2004). God nettskriving. Oslo: Cappelen Akademisk.
• Supplementary literature on a separate list
• Texts handed out during the course