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2016/2017  KAN-CKOMO1063U  Public Relations and Issues Management

English Title
Public Relations and Issues Management

Course information

Language English
Course ECTS 15 ECTS
Type Mandatory offered as elective
Level Full Degree Master
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Friederike Schultz - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Communication
Last updated on 24-06-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Explain, compare and discuss models, methods and theories on how organizations communicate with their publics and build reputation
  • Develop a coherent theoretical framework by formulating a research question, coherent arguments and methodological research implications for a topic within the field of public relations, issues management and/or a specific field of reputation management
  • Apply the models, methods and theories in an analysis of a case study related to one of these specific topics
  • Apply the models, methods and theories by developing strategies and instruments of Public Relations and Issue Management and evaluating their effects for this case study
Public Relations and Issues Management:
Exam ECTS 15
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 20 pages
Length: 15-20 standard pages.
The exam takes the form of an individual research paper based on a research question of own choice. As a preparation for the exam the student receives one hour of individual supervision.
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Make-up Examination: Same as regular. Students who due to sickness were not able to hand in their research paper will not receive addition supervision if they have already received one hour of supervision.

Re-Examination: Same as regular. The student may hand in an improved version of the original paper.
Course content and structure

Why are Public Relations and Issue Management important in our media society, and how can organizations build reputation in times of legitimacy crises?
To answer these questions, the course first discusses models, theories, and sociological and empirical perspectives on Public Relations. They help to describe the communicative interaction between organizations and their publics via traditional and new media (e.g., framing, agenda building, stakeholder media, reputation, transparency, legitimacy, sensemaking). 
The course reflects on general strategies, instruments and effects of Public Relations, Issue Management and Reputation Management. Hereby, it takes a broader perspective of Corporate Communication, which aligns Public Relations with Corporate Identity changes.
After that, specific areas of Public Relations are discussed in order to reflect on the complexity of the threats, opportunities and response strategies pertinent to issues concerning the organizational legitimacy, reputation, and ultimately survival: e.g., Crisis Communication, Corporate Social Responsibility, Online Relations, Integrated and Change Communication, Campaigning, Public Affairs and Communication Ethics.
Thus in the course emphasis is put equally on advancing the student’s theoretical knowledge and on upgrading the student’s methodological and strategy-development skills. Attached to the lectures are therefore workgroups in which the students develop theoretical frameworks based on literature discussions, conduct own analyses for a case study, and develop strategies for their case which they present in front of high-ranked communication experts from the field.

Teaching methods
The course is based on lectures in combination with classroom teaching (workshops), including discussions, case work, student presentations, as well as oral and written assignments.
Student workload
Lectures 24 hours
Workshop 24 hours
Preparation 130 hours
Assignments 40 hours
Exam preparations, incl. supervision 194 hours
Total 412 hours
Expected literature

Course plan and curriculum will be uploaded before semester starts.

Last updated on 24-06-2016