Public Relations Practice - Praxis der Öffentlichkeitsarbeit

Description

Alongside the brand, reputation is the most important intangible asset for organisations. It takes years to build and seconds to destroy. A good reputation makes companies, cultural institutions, NGOs, foundations and civil society organisations more successful: it makes it easier for them to generate social support, tap into new markets more successfully, retain their employees more sustainably and achieve better ratings on the capital market. Reputation reflects the acceptance of stakeholders.

However, rapid technological developments, in particular the rise of digital and social media, have significantly increased the complexity of reputation management. The easy use of AI, disinformation and the fragmentation of the media landscape have reinforced this development. Today, anyone can produce content and anyone can influence the reputation of organisations.

In the course "Practice of Public Relations", students learn how to build and defend reputation in this new reality using the tools of strategic communication.

The course is divided into three parts:

• In the first part, we look at the social and technological development of public relations. Students learn basic rhetorical strategies that can be used to shape the perceptions of a wide range of stakeholders.
• In the second part, students use specific case studies to learn the analytical and practical building blocks for developing and implementing a communication strategy and apply this knowledge to their own case.
• In the third part, which takes place digitally approximately 4-8 weeks after the block week and is arranged individually, students present the communication strategies developed in their groups to the lecturers in a digital meeting.

The course is practical and case study-based. After completing the module, students will be able to understand and apply fundamental rhetorical strategies, use AI confidently and reflectively, and develop and orchestrate communication strategies. This will enable students to build a foundation for the demanding everyday life in opinion-forming professional fields.

The course is taught by Felix Arhelger and Nicolas Böttger. Both are alumni of Zeppelin University and consultants at the world's leading communications consultancy FGS Global. In order to provide students with as many different perspectives and areas of expertise as possible, contributions from leading figures in the communications industry are planned, with whom students will have the opportunity to engage in conversation.

E-learning

Due to its workshop nature, the course will take place exclusively on site, with the exception of the final group presentations. Digital participation will only be possible in exceptional cases (e.g. health issues).

Detailed information about the examinations

Group presentation

Second additional field

Please indicate the language of the course here:

German