For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices. Effective public relations requires a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively to manage some sort of image crisis , the first basic step in either case involves analysis and research to identify all the relevant factors of the situation.
In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization. In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate.
It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign. In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives.
Step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience. Finally, in step five the organization receives feedback from its public. How have they reacted to the public relations campaign? Are there some unexpected developments? In the final step, the organization assesses the program and makes any necessary adjustments. Public relations is a multifaceted activity involving different audiences as well as different types of organizations, all with different goals and objectives.
As a result, there are several specific areas of public relations. Public relations and marketing work together closely when it comes to promoting a new or existing product or service. Public relations plays an important role in new product introductions by creating awareness, differentiating the product from other similar products, and even changing consumer behavior.
Public relations can help introduce new products through staging a variety of special events and handling sensitive situations. For example, when the Prince Matchabelli division of Chesebrough-Pond's USA introduced a new men's cologne, there were twenty-one other men's fragrances being introduced that year.
Similarly, when Coleco introduced its Cabbage Patch Kids dolls, public relations helped increase awareness through licensed tie-in products, trade show exhibits, press parties, and even window displays in Cartier jewelry stores. Public relations is often called on to give existing products and services a boost by creating or renewing visibility. For example, the California Raisins Advisory Board organized a national tour featuring live performances by the California Dancing Raisins to maintain interest in raisins during a summer-long advertising hiatus.
The tour generated national and local publicity through media events, advance publicity, trade promotions, and media interviews with performer Ray Charles. Other public relations programs for existing products involve stimulating secondary demand—as when Campbell Soup Co. Public relations can interest the media in familiar products and services in a number of ways, including holding seminars for journalists, staging a special media day, and supplying the media with printed materials ranging from "backgrounders" in-depth news releases to booklets and brochures.
Changes in existing products offer additional public relations opportunities to focus consumers' attention. An effective public relations campaign can help to properly position a product and overcome negative perceptions on the part of the general public. Employees are one of the more important audiences a company has, and an ongoing public relations program is necessary to maintain employee good will as well as to uphold the company's image and reputation among its employees.
The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management. Bechtel Group, a privately held complex of operating companies, published an annual report for its employees to keep them informed about the company's operations. The company used surveys to determine what information employees considered useful. A range of other communication devices were used, including a monthly tabloid and magazine, a quarterly video magazine, local newsletters, bulletin boards, a call-in telephone service, and "brown bag" lunches where live presentations were made about the company.
Suggestion systems are another effective way to improve employee-management communications. Other public relations programs focusing on employees include training them as company public relations representatives; explaining benefits programs to them; offering them educational, volunteer, and citizenship opportunities; and staging special events such as picnics or open houses for them.
Other programs can improve performance and increase employee pride and motivation. Public relations can also play a role in recruiting new employees; handling reorganizations, relocations, and mergers; and resolving labor disputes. Financial relations involves communicating not only with a company's stockholders, but also with the wider community of financial analysts and potential investors.
Some of the main goals of public relations are to create, maintain, and protect the organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company's overall marketing strategy.
In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives.
Marketing, Social Media and Public Relations Bachelor Programme
Another major public relations goal is to create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organization—including the business in general, new legislation, and how to use a particular product—as well as to overcome misconceptions and prejudices.
For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices. Effective public relations requires a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively to manage some sort of image crisis , the first basic step in either case involves analysis and research to identify all the relevant factors of the situation.
In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization.
In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign. In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives.
Step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience.
Finally, in step five the organization receives feedback from its public. How have they reacted to the public relations campaign? Are there some unexpected developments? In the final step, the organization assesses the program and makes any necessary adjustments. Public relations is a multifaceted activity involving different audiences as well as different types of organizations, all with different goals and objectives. As a result, there are several specific areas of public relations. Public relations and marketing work together closely when it comes to promoting a new or existing product or service.
Public relations plays an important role in new product introductions by creating awareness, differentiating the product from other similar products, and even changing consumer behavior.
Public relations can help introduce new products through staging a variety of special events and handling sensitive situations. For example, when the Prince Matchabelli division of Chesebrough-Pond's USA introduced a new men's cologne, there were twenty-one other men's fragrances being introduced that year. Similarly, when Coleco introduced its Cabbage Patch Kids dolls, public relations helped increase awareness through licensed tie-in products, trade show exhibits, press parties, and even window displays in Cartier jewelry stores.
Public relations is often called on to give existing products and services a boost by creating or renewing visibility. For example, the California Raisins Advisory Board organized a national tour featuring live performances by the California Dancing Raisins to maintain interest in raisins during a summer-long advertising hiatus. The tour generated national and local publicity through media events, advance publicity, trade promotions, and media interviews with performer Ray Charles.
Other public relations programs for existing products involve stimulating secondary demand—as when Campbell Soup Co. Public relations can interest the media in familiar products and services in a number of ways, including holding seminars for journalists, staging a special media day, and supplying the media with printed materials ranging from "backgrounders" in-depth news releases to booklets and brochures.
Changes in existing products offer additional public relations opportunities to focus consumers' attention. An effective public relations campaign can help to properly position a product and overcome negative perceptions on the part of the general public. Employees are one of the more important audiences a company has, and an ongoing public relations program is necessary to maintain employee good will as well as to uphold the company's image and reputation among its employees.
The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management. Bechtel Group, a privately held complex of operating companies, published an annual report for its employees to keep them informed about the company's operations.
Undoubtedly, these are TV advertisements, billboards, pushing of unnecessary products, sale of products detrimental to the environment, people, plants, animals, etc. However, marketing is also the expansion of the idea of the protection of the environment, the introduction of a new drug, living conditions in flats and houses, etc. Usually, we see only the external manifestation of marketing, i. We do not see the research work behind the studying of dissatisfied or poorly satisfied needs and desires of customers, the work in laboratories and development departments where experts search for solutions to problems of numerous people.
We do not see the thoughts of marketing experts who connect all these and other effects and activities of marketing into a harmonised unity so that the products are available at points of sale on time, in the right condition and in appropriate quantities. Within the framework of the course, you will learn about the development and definition of marketing in detail.
You will learn about the main marketing concepts, the marketing environment, segmentation and positioning in the consumer market, the marketing mix and the characteristics of individual elements of the marketing mix and basic brand concepts. Organisation and management skills are of key importance for successful managers and organisers.
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- World Public Relations Forum - Oslo, Norway.
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- GOALS OF PUBLIC RELATIONS;
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The purpose of the course is to shape the awareness that organisation, organising and management are factors that intertwine both in terms of institutions and processes. The course will help you enrich upgrade your roles in designing a modern organisation, a modern organisational culture and climate and further help you in the field of modern management, which is able to utilise appropriate methods of planning, organising, managing and supervising, as well as help you shape organisational strategies and recognise and solve conflict situations in organisations.
The strongest fields of the programme
We can no longer escape computers — we use them at home, at work, during studies, and we use different computer tools. We are proficient in some of them, less so in others. The Basic Information Science course will provide insight into information and communication technologies, you will learn about the importance of information science in business processes and the importance of netiquette in communicating with the help of information and communication technologies. The Basic Information Science course is divided into two major parts: Companies or organisations build their reputation with socially responsible actions.
The issue of reputation is also closely connected to the correct communication of socially responsible actions. Looking at developments in the last year, we can say that social responsibility is increasing its presence in the media and in corporations. What this means and how it is related to public relations is shown in the content of this course, where you will learn about the best socially responsible projects in Slovenia and abroad. Communication is the central human social activity and how we communicate and how successful we are in this endeavour is thus exceptionally important.
Our well-being also greatly depends on our ability of successful communication. Communication is not an innate ability but a set of techniques that we have or will learn. The choice of the successful communication techniques depends on the characteristics of people who we wish to affect and the concrete context of the communication. The Communication and New Technologies course will familiarise you with the main principles, theories and models of communication, you will learn about the basic communication techniques within the framework of development of new technologies and consequently develop the ability of intercultural communication.
Emphasis will also be placed on the characteristics of successful marketing communication.
Marketing, Social Media and Public Relations Bachelor Programme
Today, marketing objectives mostly focus on establishing the needs, shaping corresponding supply and acquiring, satisfying and maintaining customers throughout the purchasing process and the life cycle. We need to know as much as possible about customers, who they are, what are their behavioural specifics, how do their cooperation and purchases increase with respect to positive experiences.
It is important to know customer segmentation methods, as only then can we prepare a corresponding offer. As part of the course, you will learn about the terms customer and customer behaviour, purchasing processes, decision-making factors that affect the purchasing process, perception, learning and memory, motivation and values, personality and lifestyle, viewpoints, groups and culture and different methodological approaches to researching and forecasting purchasing processes.
A few years ago, the knowledge of English or another global language was desired, while today it is necessary to enter the labour market. Employers no longer look only at the professional qualifications, as it is becoming increasingly important for prospective employees to be fluent in foreign languages, especially in their field of work. The knowledge of a foreign language enables business communication across the globe, while knowing foreign languages also allows you to break the ice with new business partners or ensure good foundations for successful negotiations.
The knowledge of foreign languages represents your professional competencies, regardless of whether you are leading an international team or working as a representative in an office — it enables faster solving of problems, eventual conflicts and challenges, it represents your intercultural competencies, as in addition to the language you also learn about culture, customs and history. The objective of the course is your successful and efficient mastery of spoken communication in general and business language in consideration of the European dimension of communication.
You will be able to successfully and effectively debate the causality of social, economic and political activities both at home and in the EU and to search for information about companies from your business field and prepare corresponding reports. We might not be aware of it, but we are on stage all the time in our everyday and business life — at a meeting, job interview, with our colleagues, while working in a team, at seminars, sales interviews, etc.
In a competitive business environment, our expertise is no longer enough. How decisive, proficient and appropriately in tune with the moment and circumstances we are does not affect only our personal image but the image of the organisation that we represent and indirectly also its operations. Luckily, public speaking and rhetoric are skills that can be learned and developed through practice. The course will help you adopt the fundamental elements of good and successful public speaking and rhetoric, which will be reflected in your future public, business and private taking of the stage.
You will undoubtedly be able to continue developing these skills once the course is completed by regularly using the techniques during your studies, in private and business surroundings. Thorough preparation for studies is of key importance in order for your studies to be successful. The activities implemented during this seminar allow students to develop their confidence and willingness to actively participate in their studies. Students gain the incentive and motivation for a positive approach to their studies.
At the seminar, they learn about the school, organisation, work methods, and studies at the school. An important part of the seminar is the familiarisation with the virtual learning environment and technologies for successful studies and the development of competencies in learning to learn and online learning. Transition to studies is easier and success in later phases that much greater. Finances are part of our everyday lives, both in business and personal matters, even though we are not even aware of it: The importance and use of research is of key importance in making business decisions.
The preparation of a report and the presentation of the research greatly influence the final marketing decision in the company. During the course, you will learn about the term and the main characteristics of marketing research in more detail, become familiar with research fields outside of and within organisations, marketing research phases and individual applicable areas of marketing research.
You will also learn about numerous practical examples and discover other new and interesting points.
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You will also adopt the comprehensive model of market research following the principle of the phased approach: The knowledge of the legal framework of the operation of two sets - the media and the market — enables confident actions of every marketing employee. During the course, students will develop the ability to know what the media are and what they are not and you will learn about the difference between commercial and public media. You will further learn how to protect your personality and privacy rights and become familiar with the legal regulations that govern the protection of these rights in the event of encroachment.
You will additionally learn about the conclusion of contracts with copyright protection elements, i. Last but not least, you will also learn about limitations in advertising, labelling in advertising, subliminal advertising, promotional product placement and about the most common violations in advertising breach of advertising time limits, illegal advertising, unauthorised use of images in advertisements.
Product, service and brand management is the essence of marketing management. However, the times when all you needed was a good product, a major marketing budget and good sales representatives have passed. They will make the purchase on the basis of their own perception of value. The course will pay special attention to this issue.
In this way, you will learn and realise that marketing has to be part of the entire value chain, as marketing begins way before product planning and continues long after the product has been sold. In our everyday lives, we are continually faced with projects — assignments and tasks — that have specifically defined objectives. Project management and project work organisation are not a magic wand that would turn a loose team without exactly defined objectives and external and internal modes of communication into a production line for projects. Project management basically represents a major change to individuals managing a project and on whom the highest expectations are placed.
There is no major science behind this: What is a project? Who is a good project manager? What knowledge and skills do they possess? Is it enough if they are major experts in the substantive field of the project?
Marketing, Social Media and Public Relations Bachelor Programme | DOBA Fakulteta
Which are the components of a project plan and who is responsible for its preparation? The content of the course and an educational detective game will help you develop project management competencies. Innovations and innovative thinking help us shape the key enablers to start understanding long-term development of business systems.
Innovative thinking does not have a strict start and let us hope that it does not have an end. By having the right knowledge, every individual, who already steers or who wishes to successfully steer the tempests of the business world, learns and accepts one of the main resources for generating added value. The Innovation and Innovative Management course allows students to learn how to successfully manage innovative processes, how to recognise and shape them.
The vision of the course is that in the future, all students can be international innovative or innovation managers, whose knowledge is not related only to the their environment but who are able to use their knowledge to recognise opportunities regardless of the development level of their environment within an individual business organisation and its process. Advertising is like fashion. There are continually new guidelines, new trends, always fresh and new and creative ideas.
The most successful ones are the innovative ones. Because we turn away from something that we have already seen. On the other hand, we turn towards something that we see for the first time or something that is different. Do we known brands? Do we know their position in the market? Who are the buyers?