The Modern Press Office course focuses on practical skills and general up-to-date principles of effective operations of corporate press-office. The course encompasses both successful and limitedly successful sides of corporate experience in this field, covering best practices of domestic and international press-office units.
Students will be presented with must-have set of knowledge of in-house PR-practitioners, as well as current systems of interaction between different PR units on the corporate scale. Based on more than a decade of experience, the course covers best practices of British, American and Russian press offices across ten most known industries, as well as case studies of successful establishment or rebuilding of corporate press offices from the most renown international and Russian companies.
The course also provides general outlook on media and its types with greater emphasis on possible ways of business interaction with them. Major issues and tasks of press-offices in different spheres will also be covered.
Hours of lecture
Hours of discussion
Hours of independent study
Total numbers of hours
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
General overview of press office tasks and challenges across various industries (4 hours)
types of press office arrangements
different approaches to press office operations and perspectives
Types of media and liaison with them (6 hours)
types of media: past, present and future
new media vs traditional media
media content specifics
Internal PR duties of press-office, challenges and functionality (10 hours)
press-office gate-keeping (in-house PR vs outsourcing)
press-office vs marketing tasks
management duties in press-office
international press-office network (organization and coordination on the global scale)
Denis L.Wilcox, Glen T.Cameron (2013). Public Relations: Strategies and Tactics, 10th edition Pearson.
Svyazi s obshchestvennost’u. Sostavlenie dokumentov: Teoriya i praktika. (2012). Ed. by L. Minaeva. 2nd edition. Moscow: Aspect Press (in Russian).
A. Filimonov (2013). Korporativnye kommunikatsii dlya malogo i srednego biznesa. Press Sluzhba, 7 (in Russian).
S. Ilchenko, A. Krivonosov (2005) Sovremennaya press-sluzhba. St Petersburg State University (in Russian).
N. Chetvertkov (2010). Sovremennaya press-sluzhba. Aspekt Press (in Russian).