N_BA_PRS_p PR and Communication Strategy

NEWTON University
winter 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Eva Kašparová (lecturer)
Mgr. et Mgr. Peter Hajnala, PhD., MBA (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Ing. Eva Kašparová
Centre for Marketing – Academic Department – NEWTON University
Timetable
each even Wednesday 16:50–18:20 WebinarJam
  • Timetable of Seminar Groups:
N_BA_PRS_p/501p: each odd Thursday 9:40–11:10 BA Učebna 02 - oranžová, P. Hajnala
Prerequisites (in Czech)
(!N_BA_PRS_p PR and Communication Strategy) && (!N_BA_PRS_k PR and Communication Strategy) && (!N_BR_PRS_p PR and Communication Strategy) && (!N_BR_PRS_k PR and Communication Strategy) && (!N_PH_PRS_p PR and Communication Strategy) && (!N_PH_PRS_k PR and Communication Strategy)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course focuses on developing communication and presentation skills and the ability to present oneself confidently. Students will become familiar with different types of communication, communication situations and the relevant specialist terminology. Theoretical knowledge will be put into practice through communication games, exercises and scenarios drawn from everyday life. Students will also apply this knowledge in their own communication practice activities.
Syllabus
  1. Defining Key Concepts, Brand Reputation and Responsibility for PR   
  2. Public Affairs, Lobbying and Stakeholder Relations    
  3. Communication Strategy – Data, Insights and Business Objectives    
  4. Media Relations – Working with Journalists and Opportunities for Media Collaboration    
  5. Influencers and Brand Ambassadors – Collaboration and Partnerships   
  6. Crisis Communication and Decision-Making    
  7. Internal Communication and Employee Engagement    
  8. The Future of PR
Assessment methods
Seminar paper and presentation
Language of instruction
Czech
The course is also listed under the following terms winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/N_BA_PRS_p