Study:	Administrative-Economic - 6. semester Administrative-Legal - 6. semester International-Administrative - 6. semester Organisational-Managerial - 6. semester
Code:	123693
ECTS:	5.0
Course coordinators:	izv. prof. dr. sc. Anamarija Musa doc. dr. sc. Tijana Vukojičić Tomić
Lecturers:	izv. prof. dr. sc. Domagoj Bebić - Lectures doc. dr. sc. Petra Đurman - Lectures doc. dr. sc. Marijana Grbeša-Zenzerović - Lectures

Literature:

Koprić, I., Musa, A., Giljević. T. (ur.); Građani, javna uprava i lokalna samouprava: povjerenje, suradnja, potpora.; Institut za javnu upravu (2017), str. 29-67 (Musa), 105-132 (Grbeša) Grbeša, M., Vučković, M.; E-uprava i društvene mreže: kako nove tehnologije mijenjaju odnose uprave s građanima i korisnicima; Musa, A., ur. Uprava u digitalno doba. Transformacijski potencijal e-uprave za veću učinkovitost i odgovornost. Institut za javnu upravu i Friedrich Ebert Stiftung (2017), str. 35-37 Koprić, I.; Europeizacija hrvatske lokalne samouprave; Institut za javnu upravu (2018), str. 413-446 (Pavlović)

Optional literature:

prezentacija na temelju dopunske literature; , str. 20-30 Tomić, Z.; Odnosi s javnošću: teorija i praksa; Synopsis (2016), str. odabrane stranice (alternativni oblik polaganja ispita)

Description:

Introduction: Definition of the key terms (2 hours) Public relations in narrow sense: communication with the public (4 hours) The basic concepts of protocol (2 hours) Methods and means of creating a positive public picture - propaganda and other forms of persuasive communication; communication strategies and policy (4 hours) Organisational levels and forms of the public relations service (4 hours) Intra-organisational function of the public relations - social climate and work efficiency in an organisation (2 hours) The organisation of public relations service in public administration in Croatia: state administration and other state bodies, county level, local level (4 hours) Public scrutiny over the activities of administrative bodies in democratic societies (4 hours) Basic ethical issues of public relations (2 hours) Selected type of communication with the public in Croatian public relations service (2 hours)

Cognitive Skills:

Knowledge and understanding

After successfully completing the course, students will be able to:

- define key terms (public relations, relations with the public, ppublic, public opinion, spokesperson, political marketing, crisis communication) and concepts of publicity of administration, informing citizens and access to information, and principles of openness and transparency of administration

- describe and distinguish basic theoretical approaches to public relations, and describe and compare different models and forms of communicating with the public

- recognise and compare models and means for creating positive images of administration and political institutions in the public (political communication, promotional activity and other forms of persuasive communication, communication policy and communication strategies), as well as methods of influencing public administration bodies (lobbying, access to information, participation in preparation of regulation)

- describe specific features of public relations in public administration and other public bodies, and specific features of relations with the media

- describe organisation of PR service in public administration bodies and political institutions in Croatia

- describe the role of ICT for public relations in public administration (e-democracy, new media, e-administration)

 

Application

After successfully completing the course, students will be able to:

- identify specific features of public relations in public administration and other bodies of public authority, relation with the media and legal framework of the right of access to information for the citizens and the media

- apply legal framework of the right of access to information for the citizens and the media

- illustrate usage of public relations instruments

- conduct a small research of elements and methods of public relations in the example of a form of communication with the public of a selected public administration body in Croatia (optional)

 

Analysis

After successfully completing the course, students will be able to:

- distinguish different public relations iinstruments and analyse basic standards

- compare basic concepts of public relations and similar concepts

- identify and analyse prerequisites for and obstacles to the development of public relations in administration

 

Synthesis

After successfully completing the course, students will be able to:

- propose desirable e-administration instruments for the realisation of principles and standards of public administration

- formulate prerequisite and conduct a procedure of collecting data and their analysis and synthesis

 

Evaluation

After successfully completing the course, students will be able to:

- examine the influence of public relations on the efficiency of administrative action

Practical and Generic Skills:

After successfully completing the course, students will be able to:

1. ppublicly present learning outcomes

2. collect and synthesise data from relevant sources

3. actively follow and analyse the development of public relations

4. understand and assess the importance of public relations in administration

5. adequately present and express their own opinions and convictions about the role and implication of public relations

Matching Assessments to Learning Outcomes:

Knowledge is tested by an oral examination, an optionally by a preparation of a presentation.

1. Oral examination

Oral examination consists of testing knowledge and application of basic concepts and phenomena of public relations in the administration, and anaylsis and synthesis of acquired knowledge.

 

2. Presentation of research assignment (optional)

Students may choose to conduct a research of a smaller scope of a selected topic and prepare an assignment up to 10,000 letters in consultations with the teacher, proving successful mastering of basic concepts and the application of acquired knowledge to a concrete case.

 

 

Consultations schedule:

• izv. prof. dr. sc. Anamarija Musa:

  Thursday u 11.30 online or room 32 (ĆM4), please sign up by e-mail 

  Location: Ćirilometodska 4, room 32
• doc. dr. sc. Tijana Vukojičić Tomić:

  Tuesdays at 15:30-17:00h

  Location: Gundulićeva 10, room Gundulićeva 10, soba Gundulićeva 10, soba 3b