Public Relations and Reputation Management

URL study guide

https://studiegids.vu.nl/en/courses/2024-2025/S_PRRM1

Course Objective

Upon completion of this course, the student will:
• Have knowledge of theories, strategies and effects of public relations and reputation management;
• Be able to describe the interplay of organizations, media and stakeholders from a theoretical perspective;
• Have knowledge on specific fields of PR and reputation management, such as Corporate Identity Management, Crisis Communication, Issue Management, Corporate Social Responsibility and Social Media PR; and
• Be able to develop concrete Reputation Management Strategies.

Course Content

After a short introduction, conceptual foundations and definitions of public relations and reputation management are discussed. Next, the course Public Relations and Reputation Management analyses the interplay between organizations, media (framing, agenda building, news value), stakeholders and the role of corporate identity management for building reputation. Consequently, concrete strategies and effects of public relations and reputation management (e.g., media relations, communication plans) are introduced. Also, students learn about public relations and reputation management in specific areas such as Corporate Identity Management, Crisis Communication, Issue Management, Corporate Social Responsibility and Social Media PR.

Teaching Methods

Lectures and workgroups

Method of Assessment

Exam and group assignment

Literature

Electronic reader with scientific articles, The complete list of literature will be announced on the Canvas page before the start of the course. Course book: Cornelissen, Joep (2014). Corporate communication: a guide to theory and practice (fourth, fifth or sixth edition). SAGE Publications.

Target Audience

1st year Bachelor students Communication Science and Communicatiewetenschap

Custom Course Registration

In this course, you cannot enroll for one of the study groups yourself, but you will be assigned by the course coordinator. The allocation will be announced via Canvas. Please note: You do have to register for the course and the other course components on VU.nl.