Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Public Relations (17.IM1817)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

General information:

Category	Professional-applicative
Scientific or art field	Ljudski resursi i komunikacije Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	5

The goal of this course is to provide students with a comprehensive view of the basic concepts and principles of public relations and explain the role and importance of public relations in business.Subject gives the master of engineering management competencies and skills for efficient and effective communication with different audiences in order improve the image and reputation of the company.

This course gives inside in the different communication techniques, tools and channels ranging from traditional to contemporary, and their practical application. Students who finish the exam will be able to understand the role and function of public relations in the industrial systems, establish and carry out the basic processes of public relations in the companies, to conduct research, planning, communication, evaluation and implementation of communication strategies in order to achieve organizational goals.

Introduction to public relations; Public relations evolution; Ethics and professionalism; Importance of research in public relations; Importance of planning and communication in public relations; Importance of evaluation in public relations; Bargaining techniques and audience attracting; Role of the mass media; Conflict Management, Crisis Communication, Law and Public Relations; Employee Relations; The Internet and social media; Preparing content for social media, Radio and television, Public relations in corporations, entertainment, sports, tourism, politics, government, nonprofit organizations, health and education.

Classes include lectures with examples and case studies of public relations. It is experienced to have practitioners as guest who would participate in the role of guest lecturers. The plan of public relations for concrete and realistic situation is planned on the workshops.