Upon successful completion of the course, students will be able to:

explain the concepts and functions of PR.
describe the key tools of press and media relations (press releases, press conferences, press materials) as well as the integration of paid media.
discuss the main elements to consider when organizing a press conference.
independently organize a press conference.
analyse the key components of a PR concept (objectives, target groups, strategies and messages, methods, budget).
develop a PR concept tailored to specific business situations.

Fundamentals of Marketing

Public Relations - Definition, objectives and responsibilities
PR tools
Crisis communication
Communication with important reference groups
Development of a PR concept

Szameitat, D. (2003): Public Relations in Unternehmen. Ein Praxisleifaden für die Öffentlichkeitsarbeit, 2003, Berlin et al.

Puttenat, D. (2007): Praxishandbuch Presse- und Öffentlichkeitsarbeit.
Eine Einführung in professionelle PR und Unternehmens-kommunikation, Wiesbaden

The course content is developed by alternating presentations of the course director and working on case studies.

Written examination