International Relations - International Public Relations (in English)

International Public Relations (in English)

The creation of this specialization is intended to show the context of Public Relations, introducing the typical workings of Public Affairs and Public Relations against a social-political background. All students will be able to deepen their understanding of their current field through the program.

The specialization will have a practical character and will prepare participants for professional challenges in the international environment of PR. The program is constructed in such a way that people will no prior contact with PR will be able to utilise its findings as well as for potential diplomats or employees in multinational companies who already live and breathe the language of PR. New students will be given the opportunity to develop their knowledge through workshops and get to know the intricacies of PR in the international environment. An attribute for all is the fact that the program is in English which leads to an increase in competencies and more universal knowledge.  

 

Specialization Attributes:

• Interdisciplinary nature
• Practicality
• Close ties with business and the workplace
• Grounding in an international environment
• Up to date case studies
• Development of linguistic competencies
• Unique nature of the program in Poland

The graduate will know:

• The intercultural context of PR,
• What is the role of the PR specialist in large international events
• What are the cultural conditions for PR strategy
• How to conduct lobbying activity

the graduate will be aware:

• Of the basis of communicating international brands
• Of the basis of social communication in the biggest European countries and the USA
• Of the basis of communication in crisis situations,

the graduate will be able:

• To communicate fluently in English
• Create a good PR text in English
• Differentiate communications according to the cultural context of the addressee
• Freely accommodate cultural differences in PR strategies
• Build communicative "understanding" and take into account a broadly understood social context
• Apply in practice the basis of diplomatic protocol

The graduate will be able to work in:

• Enterprises and organisations operating on a global level
• Ad agencies and Public Relations, especially those operating on the international stage
• NGO's
• International organisations
• In diplomacy

The graduate will be able to work as:

• A coordinator or manager of a PR department
• An employee in a marketing department of an international corporation
• A communications or PR specialist in an international corporation
• A diplomat
• An events manager

Specialization Program- selected courses:

 Course 1  -  Public affairs and Public relations - roots, development and present  

The subject will introduce the history of PR, demonstrating the cultural and historical factors at play. Linguistic and social factors will also be covered in the practice of PR as well as those which are the fruits of such activity.  

Course 2 - Intercultural matrix 

Case study analysis and workshops will show how closely PR strategies are connected with the culture of a country or civilization. The course will familiarise participants with differences in communication styles, norms and social sensitivity. From the practical perspective it will show the significance of understanding the cultural context in international PR.

Course  3 - Corporate Identity - more than a sign  

  Corporate PR and PR in international organisations is concerned with developing corporate identity. The examples of global brands and the basics of how communication affects both the internal and external image of the company will be considered. Case study analysis will also feature - to what extent do companies differentiate signals culturally in order to be ‘legible' to a given set of receivers. 

Course 4 - Big Events

Press service or PR officers, that is the role of PR in international trade fairs and congresses. What does the etiquette of such events look like, what tools are utilised and how to initiate such events? A perfect example of the cooperation between translators, diplomats and PR specialists will also be given.  

Course 5 - Crisis or show? Intercultural context  

This subject analyses the norms and practices in the worlds of politics and public affairs in different countries, showing the differences in PR strategies and communication in crises depending on: cultural norms, traditions, the level of democratic maturity, openness in social discourse etc.It will consider election campaigns, crisis situations in the media and communication in Europe and the USA.