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PR & Communication in NPOs
level of course unit
1. Master cycleLearning outcomes of course unit
The participants:
• know different communication techniques and models
• know the basics of public relation and can distinguish it from marketing
• know the importance of reputation management
• know the basics of corporate communication and integrated as well as situational crisis communication
• know the most important theoretical approaches as well as instruments for strategic planning and optimization of corporate communication
• can identify and apply communication-relevant measures for crisis prevention and handling
• can design a decision-making framework for professional corporate communication
• know different communication techniques and models
• know the basics of public relation and can distinguish it from marketing
• know the importance of reputation management
• know the basics of corporate communication and integrated as well as situational crisis communication
• know the most important theoretical approaches as well as instruments for strategic planning and optimization of corporate communication
• can identify and apply communication-relevant measures for crisis prevention and handling
• can design a decision-making framework for professional corporate communication
prerequisites and co-requisites
none
course contents
• Fundamentals of Internal and External Communication
• Fundamentals of Public Relations & Corporate Communication
• Crisis PR: Strategies, methods, tools: Organization of crisis team work and communication, compilation and management of the emergency and crisis team
• Crisis communication and media relations: Success factors, structures and processes of crisis communication
• Basics of reputation management
• Fundamentals of Public Relations & Corporate Communication
• Crisis PR: Strategies, methods, tools: Organization of crisis team work and communication, compilation and management of the emergency and crisis team
• Crisis communication and media relations: Success factors, structures and processes of crisis communication
• Basics of reputation management
recommended or required reading
Puttenat, D. (2012): Praxishandbuch Presse- und Öffentlichkeitsarbeit: Der kleine PR-Coach
Franck, N. (2016): Praxiswissen Presse- und Öffentlichkeitsarbeit: Ein Leitfaden für Verbände, Vereine und Institutionen
Bihler, U./ Müller, F. (2021): Modernes Reputationsmanagement: Der gute Ruf als Schlüssel zum Erfolg
Franck, N. (2016): Praxiswissen Presse- und Öffentlichkeitsarbeit: Ein Leitfaden für Verbände, Vereine und Institutionen
Bihler, U./ Müller, F. (2021): Modernes Reputationsmanagement: Der gute Ruf als Schlüssel zum Erfolg
assessment methods and criteria
Seminar thesis
language of instruction
Germannumber of ECTS credits allocated
5course-hours-per-week (chw)
2.5planned learning activities and teaching methods
ILV (Blended Learning, Inverted Classroom)
