Public Opinion and PR

Major: Environmental information systems
Code of subject: 6.000.00.M.002G
Credits: 3.00
Department: Sociology and Social Work
Lecturer: PhD, of Political Science, Associate Professor Makukh Oksana
Semester: 4 семестр
Mode of study: денна
Мета вивчення дисципліни: Formation of knowledge, skills, abilities of public opinion research and creation of a system of public relations in the field of professional activity and private and public life.
Завдання: • To form students' complex ideas about public opinion; • Analyze the formation and current state of leading theoretical concepts in which the understanding of the social role of public opinion; • To acquaint with the laws and mechanisms of formation of public opinion; • Gain experience in analyzing public opinion in the context of socio-political processes and management decisions; • To form skills of influencing public opinion from the point of view of humanistic perspective by means of correct methods. • Gaining knowledge on the problems of communication theory, features of the communication system of Ukrainian society, communication with the public. • Exploring research methods and gathering information from public relations services. • Familiarity with the methodology and practice of working with major groups of the public and the use of various communication tools. • Mastering the skills of practical work in the field of public relations, in particular, conducting public opinion polls, studying documentary sources, holding briefings, press conferences, press releases and campaigns in the media, the use of special forms of public relations (receptions, presentations, exhibitions etc).
Learning outcomes: ЗК 1.Basic knowledge of the humanities and law, basic, social and behavioral sciences to the extent necessary for the development of professional and professionally-oriented disciplines, understanding the causal links of society and the ability to use them in professional activities and social interaction; ЗК 2. Ability to apply and integrate knowledge and understanding of disciplines of other related fields; ЗК4. Ability to search and analyze information from various sources ЗК6. Ability to apply knowledge and skills in practice; ЗК 8. Ability to use modern information and communication technologies; ЗК11. Ability to work individually and in a team ЗК13. Ability to act socially responsibly, to show civic consciousness, to be responsible for the quality of work performed; ЗК14. Potential for further study ФК2. Understanding the patterns of social processes, the peculiarities of their manifestation in Ukrainian society; ФК5. Ability to use in practice theoretical provisions for the analysis of specific areas of public life and trends in social relations ФК 7. Skills of professional communication, ability to communicate and information-analytical activity; ФК11. Ability to justify the choice of mechanisms for solving professional problems, critically evaluate the results and defend the decisions made. ЗН1. Scientific principles and research methodologies in the field of public relations, public communications, socio-political and socio-cultural processes at the regional, national and international levels; ЗН2. Planning and conducting empirical research by methods of quantitative and qualitative sociology ЗН3. Basic theoretical principles and applied tasks of socio-cultural examination of various programs and projects in the field of public administration and local self-government; УМ1. Search for information from various sources to solve professional problems; УМ3. Analyze and explain current processes in the public sphere УМ5. To combine theory and practice, as well as to make decisions and develop a strategy for solving professional problems, taking into account universal values, public and state interests; УМ9. Implement the practices of social technologies in various spheres of public life; КOM2. Ability to use oral and written communication in Ukrainian for professional activities AiВ1. Ability to independent autonomous professional work and professional tasks as part of multidisciplinary teams of specialists; AiВ2. Ability to use a variety of methods, including information technology, for effective communication at the professional and social levels;
Required prior and related subjects: Prerequisites: Branch sociology, part 2 (Sociology of mass communications), Ukrainian language, Communication technologies in social work Co-requisites: Sociology of advertising, Visual sociology
Summary of the subject: Discipline - elective, for all specialties of the university. Total number of hours - 90 (ECTS credits - 3); classroom hours - 30 (lectures - 15, laboratory - 0, etc. - 15). The program provides for the consolidation of lecture material in practical classes using interactive teaching methods. The program also reflects the hours and tasks of independent work of the student, his individual control work and writing final tests. The subject logically fits into the list of other disciplines provided for obtaining a particular specialty.
Опис: Public opinion and sociological features of its research. Functions of public opinion. Formation of public opinion: channels, mechanisms, resources. Public opinion and power. The public as an object of public opinion. Types and kinds of public. PR in the modern information society. PR as a technological process and communication technology. Communicative resources to influence the formation of public opinion. Crisis communications. Communication campaign as the basis of a PR campaign. Features of PR-campaign in a crisis.
Assessment methods and criteria: lectures, practical classes, consultations, independent work.
Критерії оцінювання результатів навчання: work in practical classes (oral interviews, reports, case studies, interactive exercises, discussions, intelligence maps, abstracting scientific literature), individual tests; final control (control measure - tests).
Recommended books: 1. Аги У., Камерон Г., Олт Ф., Уилкокс Д. Самое главное в PR/ пер. С англ..- СПб.: Питер, 2004.- 560с. 2. Алешина И.В. Паблик Рилейшнз для менеджеров. Учебник. – М.: ИКФ «ЭКСМОС», 2003 г. – 480 с. 3. Білоус В. С. Зв’язки з громадськістю (паблік рилейшнз в економічній діяльності): навч. Посіб / В. С. Білоус. – К.: КНЕУ, 2005. – 275 с. 4. Блэк Сэм Паблик рилейшнз. Что это такое? / Блэк Сэм. – М., 1990. – 216 c. 5. Бодуан Жан-Пьер. Управление имиджем компании. Паблик рилейшнз: предмет и мастерство: Пер. с фр. – М.: Консалтинговая группа “ИМИДЖ- Контакт”: ИНФРА, 2001. – 233 с. 6. Игнатьев Д., Бекетов А., Сарокваша Ф. Настольная энциклопедия PublicRelations. – М.: Альпина Паблишер, 2002.-229 с. 7. Катлип, Скотт, М., Сентер, Аллен, Х., Брум, Глен, М.Паблик рилейшнз. Теория и практика. – М.: Издательский дом “Вильямс”, 2000.-624 с. 8. Климанська Л. Чутки як спосіб організації та самоорганізації інформаційного простору політики / Л. Климанська // Українська національна ідея: реалії та перспективи розвитку: Зб. наук. пр. – Львів, 2008. – Вип. 20 – С. 71-80 9. Климанська Л. Д. Політичний дискурс соціальної проблеми як комунікативна технологія/ Л.Д.Климанська //Гілея: науковий вісник. Збірник наукових праць / Гол. ред. В.М. Вашкевич. – К.: ВІР УАН, 2013. – Випуск 68 (№1). – 934 с. – С.322-327 10. Королько В. Г. Паблік рилешнз. Наукові основи, методика, практика. Підручник, 2-е вид. Доп.-К.: Видавничий дім “Скарби”, 2001. – 400 с. 11. Макух О. Інститут влади: комунікаційний підхід /О. Макух// Вісник Львівської державної фінансової академії: Гуманітарні науки / Голов. ред. Г. П. Васянович. – Л. : ЛДФА, 2008. – №8. – С. 145–151. 12. Макух О. Медіаосвіта в Україні та масові інформаційні процеси / Оксана Макух // Матеріали ІІ Всеукраїнської наукової конференції «Україна в системі глобального інформаційного обміну: теоретико-методологічні аспекти дослідження і підготовки фахівців». ( Львів, 25-26 жовтня 2013 р.). – Львів: Ліга-Прес, 2013. – С. 48–51 13. Толкачов І. Виникнення та становлення пресслужб органів державної влади як основного інструменту здійс нення державницького PR [Електронний ре - сурс] / І. Тол качов. — URL: http://archive.nbuv.gov. ua/portal/natural/Nvuu/PSF/2009_11/Tolkachov.pdf 14. Ткач Л. М. Зв’язки з громадськістю як феномен управління інформаційними процесами / Л. М. Ткач, К. А. Прокоф’єва, А. Ю. Ходаковська // Вісник Придніпровської державної академії будівництва та архітектури. – 2016. – № 6. – С. 62-68 15. Почепцов Г. Паблік рилейшнз: Навч. Посіб / Почепцов Г. – К., 2000. – 280 с.