Media Relations (Bc.)

A graduate of the Media and Communication Studies in the Media Relations programme at the 1st cycle of the Bachelor's degree is equipped with the basic amount of theoretical knowledge, skills and experience necessary for practice in positions in the communication department of companies from various sectors, state institutions, non-profit organizations, as well as within communication agencies for clients from a wide range of areas. He/she is proficient in all techniques of working with the media, has sufficient knowledge of the media market and its specifics, and is able to work in collaboration with other team members on communication projects. Makes efforts in building a positive image and good reputation of a small or medium-sized institution. The profiling of the graduate of the media relations programme takes into account the fact that the production of media communications must be subject to professionalism criteria. At the same time, it respects the fact that this is a study programme in which it is important to be able to implement individual activities in practice, so a great deal of emphasis is placed on the practical part of the course so that the graduate goes into practice prepared and able to join the work process immediately. The graduate will gain an overview of the latest knowledge, hypotheses, concepts, problems and unresolved issues in the field of media and communication studies with a special focus on media relations. On the basis of theoretical knowledge, the student will be able to formulate a problem and with the help of practical skills find appropriate solutions that are applicable to different companies, to carry out the implementation of diverse media communication strategies (e.g. planned and operational implementation of communication processes in different situations, to plan and implement different types of campaigns towards the media, press conferences, briefings, communication in informal meetings with journalists, monitoring and analysis of media outputs, including individual techniques of media relations in the online environment, etc.). As communication is nowadays moving mainly to the online environment, he/she is also prepared for all challenges and changes in this direction.

a) Theoretical knowledge

Graduate of the bachelor's degree programme in media relations/media relations:

• acquire a wide range of theoretical knowledge in the field of marketing theory, marketing communication, public relations, digital communication, media marketing, media research, as well as other supporting areas of media relations/media relations,

• master the fundamentals of related disciplines such as economics, law, psychology, ethics, management and non-verbal communication,

• all subjects are taught in English, thus deepening the graduate's skills in professional communication in a foreign language and thus expanding the graduate's employment opportunities,

• is able to use the information obtained from theoretically oriented subjects to analyze the situation, is able to work with different types of data, sources and at the same time evaluate the relevance and credibility of the information obtained in both onlining and offlining environments,

• knows the specifics of a foreign language in the field of media relations,

• demonstrates relevant knowledge of marketing theory and marketing communication with emphasis on PR and media relations, as well as communication in the online space, management and creation of various communications,

• gains insight into the basics of economics as well as media law.

b) Practical skills and competences

Graduate of the Media and Communication Studies in the Media Relations programme at the 1st cycle of the Bachelor's degree:

• can set a media relations strategy for a smaller company and implement it independently or in a team,

• can participate in the organisation of all types of communication activities in relation to the internal and external environment, participates in the creation and implementation of communication projects and plans,

• is able to create basic communication outputs in all types of media, is able to speak in front of the media,

• can be part of a crisis team and contribute to the design of crisis communication solutions for both internal and external environments,

• can create and implement a company's social media communication strategy,

• as a media representative, can communicate with potential clients, competitors, representatives of the third sector, target groups or the general public,

• can work with data and evaluate the relevance of individual sources.

c)  Additional knowledge, skills and competences

Graduate of a Bachelor's degree programme in media relations:

• has skills in the form of adaptability to current and future events and changes in the communication market,

• can work effectively as a member of a team implementing media relations tools,

• has developed organisational and time management skills,

• can find solutions to problems in creative and effective ways,

• can apply current legal and ethical standards,

• has developed communication and presentation skills,

• has the ability to critically assess the impact of the media on target groups.

• PR specialist,

• communication specialist, 

• internal communication specialist,

• spokesperson,

• online specialist/social media management specialist,

• communication consultant,

• account manager/executive,

• copywriter,

• brand specialist.

Conditions of admission  for DAILY form of study.

See the courses and curriculum you will take during your full-time studies.

Description of the study programme for the full-time form of study