Courses - 1. Semester

The third and last part of the module will focus on the distinction between leadership and management. A close look will be taken at the stakeholder approach and the strategic turn to management and its three phases: analysis, operational planning and controlling. Considering different approaches to leadership, an overview prepares the students for various organizational types: the trait approach, contingency, situational, functional, relational and transformational approaches. Subjects like innovation and knowledge management will also be considered. Discussions of legitimation, viewed from a management oriented perspective, will lead to definitions of corporate governance and the notions of CSR and CC.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. PR Theories and Models• The insights of PR pioneers
• Definitions of Public Relations
• Rethorical and critical approach to PR
• PR paradigms, e. g.: ‘Radical PR‘, ‘Excellence Theory‘ of Grunig, The ‘Bled Manifesto’, The ‚Public Trust Theory‘ of Bentele
• Corporate Communication theories, e. g. of Argenti, van Riel, Bruhn, Zerfaß, Christensen, Cornelissen
• Stakeholders Theory of Freeman
• Identity, image, and reputation
• Intercultural communication
• Impact of cultural globalization
• Current challenges in PR
• Nature of ethics & PR ethics
• Being aware of different perspectives and understandings of PR and being able to explain them
• Knowing important development steps in PR history
• Understanding the management turn and stakeholders’ theory as well as the drivers for that change
• Understanding the meaning of identity, image, and reputation and their role as core immaterial values of communication
• Knowing what intercultural communication from an open perspective is
• Understanding the impact of cultural globalization on PR
• Being familiar with challenges in PR regarding society, public sphere and media comsumption habits shifts
2. Organizational communication and communication theories• Definition of organization
• The macro-, meso-, and micro-links
• Classical theorizations: (e.g) Taylor, Weber, Fayol; Organizations as natural systems, Container Approach; Organiza-tions as rational and situational systems; Human relations.
• Four modern approaches to theorize about organizations: post-positive, interpretive, critical, and postmodern
• Linear interactional and transactional models of communication and the seven traditions in communication theory: cybernetic, phenomenological, socio-psychological, sociocultural, semiotic, critical and rhetorical
• Knowing relevant definitions of organization and communication, and of organizations communication
• Undertanding the macro-, meso-, and micro-links
• Knowing main tendencies and ideas on the classical and modern approaches
• Undertanding the differences between the seven main traditions of communication theory
3. Management, leadership and society• Management: The management process, key definitions
• Changing work environment & ethical responsibilities of managers
• Corporate Social Responsibility and Corporate Citizenship
• Strategic and operational planning and controlling
• Organizational culture, structure, and design
• Managing individual differences and behavior
• Leadership
• Understanding the most important management processes
• Being familiar with ethical management issues
• Knowing the main dimensions of strate-gic and operational planning
• Understanding ‘difference culture’, structure and design
• Understanding central questions of people management and leadership
Examination: Oral Examination

Das Modul PR Lab vermittelt die Rolle und Funktion unterschiedlicher schriftlicher Kommunikationsinstrumente von Public Relations (2 SWS). Es führt in Techniken sowohl von Präsentation als auch Rhetorik ein (1 SWS) und bietet systematisches Interview-Training für audiovisuelle Medien (1 SWS). Im PR-Bereich gilt es, informative, persuasive und dialogische Textformen sicher fomulieren zu können. Im Einzelnen geht es darum, in Theorie und Praxis Textgattungen wie Presseerklärungen, -meldungen sowie -mitteilungen sicher zu beherrschen, aber auch andere Kommunikationsmittel wie zum Beispiel Boiler Plate, Presseeinladungen, Kommunikationskonzepte, Briefing-Dokumente und aktuelle Formen von E-Mail-, Online- oder Social-Media-Inhalten für Internet und Mobile Media (Apps). Im Bereich Präsentation und Rhetorik geht es um das Einüben von Vortragstechniken, um Struktur und Methoden für Präsentationen oder Reden, um den Einsatz von Stimme, Mimik und Gestik, um den souveränen Umgang mit dem Publikum, um stilsichere und schlüssige Argumentation sowie das Einüben rhetorischer Stilmittel. Diese Kompetenzen werden vor allem im Rahmen von Pressekonferenzen und Interviews benötigt, aber auch für strukturierte Auswahlprozesse (Pitch), bei denen sich PR-Agenturen unter Wettbewerbsbedingungen mit ihren Konzepten um Aufträge bewerben.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Verfassen von Pressetexten• Recherche und Schreiben von Pressemitteilungen, -meldungen, -erklärungen und -einladungen sowie von Boiler-Plate-Texten
• Verfassen von Briefing-Berichten
• Selbständiges und korrektes Beherrschen unterschiedlicher PR-Text-formen
2. Grundlagen des Storytelling• Entwicklung von auf Zielgruppen abgestimmten Narrativen, Konzeption von (interaktiven) Kommunikationsstoffen und Botschaften sowie das verständliche Aufbereiten von Informationen durch das Vermitteln von „Geschichten“• Einsatz von Storytelling im Public-Relations-Bereich
3. Formulieren von Kommunikationskonzepten• Erstellen von Präsentationen für Kommunikationskonzepte, Schreiben von Konzeptentwürfen und -papieren, Verfassen von Dokumentationen, Gestaltung von Präsentationscharts und -grafiken• Entwicklung von Skripten, Präsentation und Dokumentation für Kommunikationskonzepte
4. Briefing und Re-Briefing• Erfassen der Ausgangslage, Vor-Recherche, Formulierung von Kommunkationszielen, Anfertigen von Check- und Fragelisten sowie von Briefing-Unterlagen• Professionelle Vorbereitung und Durchführung eines Agentur-Briefings
5. Grundlagen der Rhetorik• Inhalts- und Beziehungsebene, Aufbau und Ablauf von Reden, Sprachstil und -taktik, Timing, visuelle Hilfsmittel, Körpersprache, Argumentationstechniken, rhetorische Figuren• Rhetorische Kommunikationskompetenz
6. Präsentation und Moderation• Pitch-Strategien, Keynotes und Impulsvorträge, Präsentationscharts (Powerpoint, Prezi), Overhead-Projektor, Flipcharts, Whiteboards
• Einsatz von AV-Material, Visualisierung von Daten-Material, Manuskript/Notizen, Moderatio
• Souveräner Umgang mit unterschiedlichen Präsentationsformen und -stilen
7. Medien-, Interview- und Kamera-Training• Interviews und Statements für Hörfunk, Fernsehen und Online-Angebote, Kurz-Interviews, Interview- und Antwort-Strategien, Talk- und Diskussionsformate, Atem- und Stimmtraining, Sprechübungen, Video-Analyse• Kommunikation vor Mikrofon und Kamera, audio-visuelle Vermittlung eigener Positionen
Examination: Presentation

Courses - 2. Semester

INTRODUCTION INTO STRATEGIC AND INTEGRATED COMMUNICATION (Besetzt: 1 SWS/Kim Murphy)

Kim Murphy (Info: Einleitung zu den Themen strategic communication, integrated communication, stakeholder management and theory and strategic communication in the hypermodernity).

COMMUNICATION PROGRAMS AND CAMPAIGNS (2 SWS)

The focus of this part will be to learn how to develop a communication strategy, including strategic messaging, programs and campaigns.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Communication strategyHow to develop a communication strategy? The four steps of communication planningBeing able to develop a communication strategy
2. Strategic MessagingStrategic messaging and planning (content) in the strategic communicationUnderstanding the messaging dynamics and being able to incorporate it in communication strategies
3. Programs and CampaignsHow to develop programs and campaigns to address issues and problemsBeing able to develop communication programs and campaigns

ONLINE COMMUNICATION (1 SWS )

To understand strategic online communication, one has to follow principles of social processes and not, as one might assume at first sight, to consider the medium as the message or strategy. Online communication pursues different goals, not only to purvey information, but also to build and strengthen identity and relationships. To understand online communication processes in a socio-comunicative perspective will prepare the path for using digital tools and new social media for the benefit of organizations.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Online CommunicationIdentity information and relationships managementBeing able to understand communication processes behind the online communication, as well as the socio-communicative process.
2. Integrated Online CommunicationPossibilities for integration on various levels and units Information flow in web architecturesUnderstanding the needs of the information flow integration of operative processes options, considering the organizational settings, needs and resources.
3. Social Media GovernanceThe concept of social media governance and its applicationsBeing able to understand the SMG approach and to implement a process within an organization
4. StrategiesEngagement, Activism, Online Product PR, Gamification, guerrilla communication, viral communication.Understanding different strategies of online communication
5. ToolsThe social web prisma. Social Networks: Facebook & Instagram, Video: You tube, Micro Blogging: Twitter, Blogs, Professional Networks and B2B: LinkedIn, Mobile Communication: Apps and WhatsappUnderstanding the socio-communicative functions of online communication tools
Being able to develop social media strategies
Examination: Paper

PR RESEARCH ON THE JOB (1 SWS)

Public relations campaigns and management decisions rely on data. This second part of the module gives an overview of primary and secondary research methods in PR, conveying thereby competences of collecting data for developing campaigns and for testing communication strategies, as well as for developing mid-term and long-term PR strategies. Innovative approaches for monitoring, including online scanning and dealing with environmental issues, tools of mass media and online (new) media analysis, surveys, focus-groups, pre- and post-tests or usability tests – all these techniques will enable the students to manage the mass of ongoing input data and tasks every day and to develop successful and adequate solutions.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Primary and secondary RMPrimary and secondary research methods in PRUnderstanding and applying PR related research methods
2. Innovative Methods for monitoringTools for environmental social/publicsphere scanning and monitoring, mass media and online media analysis
Surveys, focus-group, pre-/post-tests and usability tests
Understanding and applying innovative PR related monitoring methods

COMMUNICATION; CONTROLLING AND EVALUATION (1 SWS)

In the area of PR and corporate communication, auditing communication and accountability is crucial to control the return on investment (ROI). Controlling and evaluation can be seen as acts of communication, which require professional competences on a micro- as well as on a macro-level. After defining control and evaluation, performance measurements on the three levels output, interaction and impact (also named outcome and outflow) are considered. The module builds essentially upon Marita Vos’ (2015) proposal to apply the quality dimensions clarity, environmental orientation, consistency, responsiveness and effectiveness, when evaluating the efficiency of measurement tools on different levels like concern, marketing, internal and organization communication. Additionally, tools like the balanced scorecard, developed by Kaplan and Norton (1997) will be discussed in their application to communication (Zerfaß), exemplified by simple cases. Alternative proposals and controlling tools will also be considered.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Controlling and evaluationDefinitions and methods of controlling and evaluation PR solutions and campaignsUnderstanding different definitions of control and evaluation
2. Performance measurementPerformance measurement on the three levels of output, interaction and impact (outcome and outflow)
Dimensions clarity, environmental orientation, consistency, responsiveness and effectiveness/efficiency on the levels of concern, marketing, internal and organizational communication
Understanding and applying methods of performance measu-rement in different dimensions and on different levels
3. ToolsTools like the ‘Balanced Scorecard’ of Kaplan and Norton (1997), applied to communication (Zerfaß) and to simple cases, and other controlling and evaluation toolsUnderstanding and applying control and evaluation tools

PR ACADEMIC RESEARCH PROJECT (Besetzt: 2 SWS/Kim Murphy)

Info: In diesem Seminar wird ein empirisches Forschungsprojekt durchgeführt. Der Kurs wird in zwei Gruppen geteilt. Ziel ist, dass am Ende des Semesters ein wissenschaftliches Research Paper verfasst wird)

Courses - 3. Semester

Das Modul NTR bereitet auf die Themenfindung zur Masterarbeit vor. Im Mittelpunkt stehen

  • aktuelle PR-Trends (2 SWS) und
  • innovative Forschungsmethoden (2 SWS).
PR-Strategien werden zunehmend ganzheitlich und crossmedial konzipiert. Paid Media, Owned Media und Earned Media wachsen zusammen. Virtual Reality und Augmented Reality sowie das Internet der Dinge bieten neue Möglichkeiten, um öffentliche Kommunikation zu organisieren. Außerdem spielen Social Media und Influencer Marketing, Content Marketing und Corporate Publishing sowie moderne Formen des Below-the-line-Marketings eine wachsende Rolle. Basis für entsprechende Kampagnen sind häufig große Nutzerdaten-Pools. Big-Data-Algorithmen ermöglichen eine personalisierbare Ansprache von (Teil-)Publika. Zugleich bewirkt Disintermediation, dass sich der PR immer mehr Möglichkeiten bieten, die Öffentlichkeit – vor allem via Social Media – direkt zu erreichen, ohne dabei klassische Medienkanäle nutzen zu müssen. Das Modul gibt einen Überblick über aktuelle PR-Trends integrierter Kommunikation und die Funktionsweise digitaler, datengestützter Social-Media-Kommunikation. Innovative Forschungsmethoden zielen im PR-Bereich vor allem auf die systematische Erfassung, Bewertung und Kontrolle von Öffentlichkeitsarbeit. Zur Prozess-, Effektivitäts-, Effizienz- und Erfolgskontrolle von Kommuni-kationsprozessen lassen sich unterschiedliche PR-Evaluationsmethoden einsetzen. Das Modul vermittelt Theorien und Methodik zur Evaluation von PR-Konzepten und -Prozessen in Bezug auf Output, Outcome und Outflow. Darüber hinaus werden vertiefend entsprechende Controlling-Verfahren verglichen und diskutiert. Das Spektrum der behandelten Ansätze reicht von klassischer PR-Evaluation (Broom, Macnamara) bis zum Performance Measurement Management (Likely).

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Social Media Marketing• Instrumente und Media-Kanäle des Social Media Marketing, Earned Media, Zielgruppen, Influencer Marketing, Influencer Relations• Kenntnisse über unter-schiedliche Social-Media-Potenziale und -Strategien
2. Below-the-line-Marketing• Content Marketing, Word-of-Mouth-Marketing, virales Marketing, Native Advertising, Ambient Media, Produkt-platzierung• Analyse „nicht-klassischer“ Werbe- und Kommunika-tionsmaßnahmen
3. Corporate Media• Formen und Funktionen von Corporate Publishing, Disintermediation, analoge und digitale Medienkanäle, Owned Media• Hybride Kommunikationsformen zwischen Public Relations und Journalisms
4. PR-Evaluation• Resonanzanalyse, Clipping-Analyse, Performance-Analyse, Input-Output-Analysen, Outcome, Outflow, Communication Value, Performance Measurement• Evaluationsverfahren zur Prozess-, Effektivitäts-, Effizienz- und Erfolgskontrolle
5. Big Data• Datafizierung von (Massen-)Kommunikation, Data Mining, Nutzerprofile, Behavioral Targeting, Künstliche Intelligenz, Machine Learning• Kritischer Umgang mit der Sammlung, Speicherung und Analyse großer Datenmengen
6. Virtual & Augmented Reality• Technologie und Applikationen für Virtual Reality und Augmented Reality, virtuelle Kommunikationsumgebungen• Konstruktive Auseinandersetzung mit Konzepten der Hyperrealität
7. Internet of things• Vernetzung physischer und virtueller Realitäten, neue digitale Geschäftsmodelle, Netzwerkeffekte, Mediatisierung kommunikativen Handelns• Kennenlernen hypermoderner Trends der digitalen Disruption

B Civil Society Organizations (1 WHT)

In this second part of the module, theoretical and applied bodies of knowledge of different organizational forms of civil society will be focussed. As Non-Governmental Organizations (NGOs) continue to rise and to gain influence, they have become central global players on socio-political processes, since public opinion worldwide regards NGOs as highly trustworthy organizations. Starting point of our analyses will be the model of ITNC – Instigatory Theory of Non-governmental Organizations communication, developed by E. Oliveira (2018), who proposes a new applied conceptual model of communication management in general, which leads in particular to a cybernetic operational model for understanding and managing communication at NGOs. Furthermore, communication with volunteers and with donors will be central subjects. We will look at associations and communication with organization members, as well as communication in the context of professional associations.

#SUBJECTS AND LEARNING OUTCOMES

Nr. SubjectsTopicsLearning Outcomes
1. Common good and collective action• Collective action up to the middle ages, religion, modern times
• Civic relations as ontological premise
• Understanding the origins of the collective action across time
• Being able to explain civil relations as a central concept within CSO and NGO communication
2. Civil Society, Public Sphere and NGOs• Civil Society
• Public Sphere
• Grow of civil society organizations
• International community
• CSO and NGOS in a social scientific perspective
• Knowing and understanding the various dimensions of the civil society and public sphere
• Understanding the development of CSO, NGOS and international organizations
• Being able to explain the social sciences approach to CSOs and NGOs
3. Strategic Communication• Strategic symbolic interaction in post-modern times
• The four paradigms of strategic communication
• CCO principle
• Strategic communication for CSO and NGOS
• Knowing the multidimensional definition of strategic communication applied to NGOs and CSOs
4. Social Theory• Social dynamics and modernity
• Sociologic dimension – theory of structuration
• Social change
• Economic dimension – substantivism and plural economies
• Resources and fundraising
• Proposing a societal frame
• Understanding the socio-economical dimension of organizations
5. ITNC (Instigatory Theory of Non-governmental Organizations communication)• Logics and management
• Ontological principes
• Perspectives of communication: manageable, non-directly managed, dynamics, public and context, legitimation
• Conceptual model
• Fundraising and communication
• Knowing central ideas of the ITNC
• Being able to use the conceptual model as a tool for communication management and communication strategy development
6. Communication with members and volunteers• Operational model – a cybernetic approach
• Specificities of members and volunteers communication
• Understanding the cybernetic approach and the specificities and complexity of members and volunteer communication
Prüfung: Presentation

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