Reputation Management in Public Relations

Major: Sociology
Code of subject: 6.054.00.O.045
Credits: 4.00
Department: Sociology and Social Work
Lecturer: prof.Klymanska Larysa Dmitrivna
Semester: 8 семестр
Mode of study: денна
Мета вивчення дисципліни: The purpose of studying the academic discipline is for students to learn the content of the most important ideas and practices related to reputation management in relations with the public, psychological mechanisms of forming the reputation of a separate organization or person.
Завдання: GC-1 - Ability to apply knowledge in practical situations. GC-3 - Ability to work in a team. GC – 6 - The ability to act socially responsibly and consciously. GC-10 - Ability to generate new ideas (creativity). GC-15 - Ability to motivate people and move towards a common goal SC-3 - Ability to analyze social changes taking place in Ukraine and the world as a whole SC-6, - Ability to analyze and systematize the obtained results, formulate reasoned conclusions and recommendations. SC-7, Ability to present the results of sociological research for specialists and non-specialists. SC-8 - The ability to observe the norms of professional ethics of a sociologist in one's activities.
Learning outcomes: Use the conceptual apparatus of sociology in educational, research and other areas of professional activity. Understand the history of sociology, its modern concepts and theories, the main problems. Apply the provisions of sociological theories and concepts to the study of social change in Ukraine and the world. Explain the patterns and features of development and functioning of social phenomena in the context of professional tasks. Communicate fluently in state and foreign languages orally and in writing on professional matters. Effectively perform various roles (including organizer, communicator, critic, idea generator, performer, etc.) in the team in the process of solving professional problems. Be able to use information and communication technologies in the process of searching, collecting and analyzing sociological information. Substantiate their own position, make and argue independent conclusions based on research and analysis of professional literature. Be able to develop a program of sociological research. Have the skills to collect social information using quantitative and qualitative methods. Present the results of their own research to professionals and non-specialists. Know and adhere to the ethical norms of the sociologist's professional activity. Conceptual scientific and practical knowledge. Critical understanding of theories, principles, methods and concepts in the field of professional activity and / or training. In-depth cognitive and practical skills, mastery and innovation at the level required to solve complex specialized tasks and practical problems in the field of professional activity or training. Communicating information, ideas, problems, solutions, personal experience and arguments to specialists and non-specialists. Communication on professional issues, including in a foreign language, orally and in writing Management of complex technical or professional activities or projects. Ability to take responsibility for making and making decisions in unpredictable work and / or learning contexts. Forming judgments that take into account social, scientific and ethical aspects. Organization and management of professional development of individuals and groups
Required prior and related subjects: prerequisites: • Public Relations • Sociology of politics and electoral behavior; • Sociological analysis of communities • Communication campaigns • Sociology of advertising • Public Administration, Public Opinion and Municipality in Ukraine • The Problem of Crime and its Regulation in the Community • Social Marketing co-requisites: • Practice on the Theme of the Bachelor’s Thesis • Bachelor Thesis Completion • Management Consulting
Summary of the subject: The study of this discipline involves the assimilation by students of the content of the most important ideas and practices that affect the reputation management of an organization and an individual, psychological mechanisms of reputation formation. The course has a practical orientation, so the training does not follow the traditional scheme of lectures and seminars. Each class is combined because it combines mini-lectures and practical exercises. Successful learning of the course, therefore, is impossible without the active participation of students in educational sessions.
Опис: Reputation as an important intangible asset. The concept of "business reputation". Authority and reputation. Paradigm change of business in the information society. Image and reputation. Parameters of business reputation. Concepts and methods of calculating goodwill. Target audiences reputation. Reputation components. Creating an information base of reputation. Reputation audit. Information and communication audit. Development of "legend". Image formation. Fundamentals of information policy. Information support of activity of the organization. Technologies of management of business reputation. Interaction with the media. Building a system of intra-corporate communications. Development of a communicative program. Anti-crisis communications as a tool for reputation protection. Reputational risk management. Career management.
Assessment methods and criteria: • oral interviews, participation in discussions, presentation of the study project • final control (verification event, exam), written-oral form
Критерії оцінювання результатів навчання: Current control (PC) - 40 points: assessment for the performance of mandatory current practical tasks -32 points; evaluation for the performance of an individual research task - 8 points Examination control - 60 points
Recommended books: 1. Даулинг Грэм. Репутация фирмы: создание, управления и оценка эффективности / Грэм Даулинг. - Пер. с англ. М.: Консалтинговая группа «ИМИДЖ-Контакт:ИНФРА-М., 2003. - 367 с. 2. Дерев'янко О. Г. Організаційні профілі системи репутаційного менеджменту підприємств харчової промисловості України / О.Г. Дерев'янко // Бізнес інформ : наук. журн. / ХНЕУ ; Науково-дослідний центр індустріальних проблем розвитку НАН України. – Х., 2015. – № 1. – С. 363–372 3. Дерев'янко О. Г. Залученість споживачів до формування репутації вітчизняних підприємств харчової промисловості / О.Г. Дерев'янко // Бізнес інформ : наук. журн. / ХНЕУ; Науково-дослідний центр індустріальних проблем розвитку НАН України. – Х., 2015. – № 2. – С. 260–271. 4. Дерев'янко О. Г. Оцінювання активності репутаційного менеджменту підприємств харчової промисловості України [Електронний ресурс] / О.Г. Дерев'янко // Електронне наукове фахове видання "Ефективна економіка" / Дніпропетровський держ. аграрно-економ. ун-т. – 2015. – № 11; 5. Уотсон П. Методи оцінки діяльності PR-підрозділу компанії: Найкраще практичне керівництво з планування, досліджень та оцінки зв'язків з громадські-стю / П. Уотсон, П. Нобл.; пер. з англ. – Дніпропетровськ : Баланс Бізнес Бук, 2006. – 272 с. 6. Fombrun C., Van Riel C. Essentials of Corporate Reputation/ Charles Fombrun, Cees Van Riel. – Routledge, 2007. – 306 p. 7. Corporate Reputation/Carreras E., Aloza A., Carreras A. – Lid Publishing Ltd. – 2013. – 501 p. 8. Charles Fombrun, Cees Van Riel The Reputation Landscape// Corporate Reputation Review, Volume 1, Number 1 and 2, November 1997// 9. Reputation Institute // 10. Reputation Capital Ukraine //