General provisions

Competence in English equivalent to the level "Engelska B" in Swedish upper secondary school (corresponding to TOEFL score 550/213) and university studies 20 credits. /En B samt högskolestudier 20 p.

Entry requirements

Competence in English equivalent to the level English B in Swedish upper secondary school (corresponding to TOEFL score 550/213) and university studies 60 credits where 30 credits is in Media and Communication Science or comparable.

Learning outcomes

This course provides an introduction to planned communication on both a theoretical and practical

level. The course covers the purpose of public relations, as well as methods for internal and external relations in various types of organisations. Strategies for campaign planning and ethical considerations associated with public relations are also discussed. Having completed the course, the student should be able to

Knowledge and understanding

- have knowledge about the role and importance of communication as a tool for public and corporate governance

- show awareness of different channels and techniques of planned communication

- understand the meaning of strategic planning and the relation between strategy and tactic-operative means in information and communication activities

- be aware of different forms of ethical regulation and self-regulation in the field of information, communication and public relations

Skills and capacitites

- have the capacity to draw up a communication policy and a communication strategy for an organisation

- have the ability to plan, carry out and evaluate an information campaign

- have the ability to write a press release and to carry out a press conference

Evaluative capacity and approach

- address ethical problems connected to information and communication work

- handle information and communication in a serious and respectful way

- recognise the possibilities and limits of planned communication and public relations

Content

Introduction to relevant theories and models of planned and strategic communication. Methods of internal communication and public relations are presented. Campaign planning, analysis of messages, channels and audiences are presented and discussed. Ethical considerations of information, communication

and public relations activities are addressed.

Instruction

Lectures, seminars and optional study visits.

Assessment

Written and/or oral examination. Fulfilled seminar assignments. Written exams can be take-home ones.