Public Relations in SCEM
Niveau
first cycle, Master
Learning outcomes of the courses/module
The participants:
• are familiar with the innovative use of media and their role within project processes.
• master strategies for action in speaking, writing, and visual communication.
• understand different media formats and text types and are able to classify and apply them appropriately.
• develop a confident, trustworthy, and persuasive presence through presentations.
• demonstrate clear and precise language skills, handle terminology accurately, and establish the ability to discuss and critically engage with various media contents.
• are familiar with the innovative use of media and their role within project processes.
• master strategies for action in speaking, writing, and visual communication.
• understand different media formats and text types and are able to classify and apply them appropriately.
• develop a confident, trustworthy, and persuasive presence through presentations.
• demonstrate clear and precise language skills, handle terminology accurately, and establish the ability to discuss and critically engage with various media contents.
Prerequisites for the course
not applicable
Course content
- Introduction to foundational texts on media usage
- Iconography and oral traditions
- Historical understanding of writing systems
- Writing press releases and announcement texts (flyers, posters, brochures, etc.)
- Public speaking (radio, television, corporate videos, etc.), presentation skills, welcoming speeches, and lecture delivery
- Innovative idea distribution as a competency in academic training
- Iconography and oral traditions
- Historical understanding of writing systems
- Writing press releases and announcement texts (flyers, posters, brochures, etc.)
- Public speaking (radio, television, corporate videos, etc.), presentation skills, welcoming speeches, and lecture delivery
- Innovative idea distribution as a competency in academic training
Recommended specialist literature
Gunning, E. (2019): Public Relations: a practical approach, Red Globe Press
Deg, R. (2017): Basiswissen Public Relations, Springner Fachmedien Wiesbaden GmbH
Steinke, L. (2015). Die neue Öffentlichkeitsarbeit : Wie gute Kommunikation heute funktioniert: Strategien - Instrumente – Fallbeispiele. Wiesbaden: Springer Fachmedien
Röttger, U. (2010). Public Relations - Organisation und Profession : Öffentlichkeitsarbeit als Organisationsfunktion. Eine Berufsfeldstudie.Wiesbaden: VS Verlag für Sozialwissenschaften
Silverman, D.A., & Smith, R.D. (2024). Strategic Planning for Public Relations (7th ed.). Routledge. https://doi.org/10.4324/9781003348467
Luttrell, R. M., & Capizzo, L. W. (2025). Public relations campaigns: An integrated approach. Sage Publications.
Deg, R. (2017): Basiswissen Public Relations, Springner Fachmedien Wiesbaden GmbH
Steinke, L. (2015). Die neue Öffentlichkeitsarbeit : Wie gute Kommunikation heute funktioniert: Strategien - Instrumente – Fallbeispiele. Wiesbaden: Springer Fachmedien
Röttger, U. (2010). Public Relations - Organisation und Profession : Öffentlichkeitsarbeit als Organisationsfunktion. Eine Berufsfeldstudie.Wiesbaden: VS Verlag für Sozialwissenschaften
Silverman, D.A., & Smith, R.D. (2024). Strategic Planning for Public Relations (7th ed.). Routledge. https://doi.org/10.4324/9781003348467
Luttrell, R. M., & Capizzo, L. W. (2025). Public relations campaigns: An integrated approach. Sage Publications.
Assessment methods and criteria
Exam
Language
German
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
integrated course
Semester/trimester in which the course/module is offered
4