Public Relations and Reputation Management

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Public Relations and Reputation Management

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    Public Relations

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    COURSE OBJECTIVE
    After 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 ad 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. In the last part of the course, 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. Students put their knowledge in practice through compulsory workgroups in which they analyze first-hand the public relations and reputation of a real organization.

    TEACHING METHODS
    Lectures and workgroups

    TYPE OF ASSESSMENT
    Exam and interim test

Course Disclaimer

Courses and course hours of instruction are subject to change.

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