Lecturer: Božo Skoko PhD
The majority of PR experts are employed in companies and organizations, where they manage internal communications, relations with the surroundings and the public image of the corporation in general. The development of the market and market competition demands from contemporary public relations adaptation and permanent innovation in finding new methods, techniques and ways of adjusting in this area. The aim of this course is to enable students to acquire additional knowledge in the area of public relations, adapted to activities in a corporate environment, as well as to gain fundamental understandings of other related disciplines that public relations experts encounter in corporate activities. Modern social and market processes require conciliation between private and public interests, that is, harmonizing of interests of the corporation and the general public. Given that, in these processes, it is public relations that plays the key role, the fundamental task of this course is to enable students to gain an understanding of the role of the organization in the market, the importance of its internal and external communications, as well as socially responsible behavior in general as a condition for market survival. The other part of the course is related to the numerous communications challenges within the organization that require from public relations experts knowledge of managerial skills, in order to enable management of internal communications processes. The course will also allow students to understand the specific characteristics of public relations in various areas of activities, as well as enable them to apply specific corporate public relations techniques.