- 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
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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 (exercises and workshops) 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 at the end
of the course.
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