Media Relations (Bachelor’s)

A graduate of the field of media and communication studies in the media relations study program on the 1st degree of bachelor's studies 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 masters all media work techniques, has sufficient knowledge of the media market and its specifics, and can work on communication projects in cooperation with other team members. Makes efforts to build a positive image and good reputation of a small or medium-sized institution. The profile of a graduate of the media relations study program takes into account the fact that the creation of media releases must be subordinated to the criteria of professionalism. At the same time, he respects that it is a study program in which it is important to be able to implement individual activities in practice, therefore great emphasis is placed on the practical part of the teaching during the study, so that the graduate goes to practice prepared and able to get involved right away into the work process. The graduate will gain an overview of the latest knowledge, hypotheses, concepts, problems and unresolved questions in the field of media and communication studies with a special focus on media relations. On the basis of theoretical knowledge, he can formulate a problem and, with the help of practical skills, he can find suitable solutions that are applicable to different companies, implement various media communication strategies (for example, planned and operational implementation of communication processes in various situations, plan and implement various types of media campaigns , press conferences, briefings, communication during informal meetings with journalists, monitoring and analysis of media outputs, including individual media relations techniques in an online environment, etc.). Since communication is currently moving primarily to the online environment, it is also ready for all challenges and changes in this direction.

a) Theoretical knowledge

Graduate of the bachelor's degree of the media relations study program:

• Gains a wide range of theoretical knowledge in marketing theory, marketing communication, public relations, digital communication, media marketing, media research, and other core areas of media relations.
• Understands the fundamentals of related disciplines such as economics, law, psychology, ethics, management, and non-verbal communication.
• Completes all subjects in English, enhancing skills in professional communication in a foreign language, thereby expanding career opportunities for graduates.
• Can apply information gained from theory-based subjects to analyze situations, working with various types of data and sources, while evaluating the relevance and credibility of obtained information in both online and offline environments.
• Understands the specifics of a foreign language as it relates to media relations.
• Demonstrates relevant knowledge in marketing theory and marketing communication with an emphasis on PR and media relations, as well as communication in online spaces, management, and the creation of various communications.
• Acquires an overview of the fundamentals of economics and media law.

 

b) Practical Skills and Abilities

A graduate of the Media and Communication Studies program in Media Relations at the Bachelor’s level:

• Can establish a media relations strategy for a small company and implement it independently or as part of a team.
• Can participate in organizing all types of communication activities related to both internal and external environments, contributing to the creation and implementation of communication projects and plans.
• Is capable of creating basic communication outputs for all types of media and can appear before the media.
• Can be part of a crisis team and contribute to proposals for crisis communication solutions for both internal and external environments.
• Can develop a communication strategy for the company on social media and implement it.
• As a media representative, can communicate with potential clients, competitors, representatives of the third sector, target groups, and the general public.
• Can work with data and evaluate the relevance of individual sources.

 

c) Additional Knowledge, Abilities, and Skills

A graduate of the Bachelor’s program in Media Relations:

• Possesses skills for adapting to current and future developments and changes in the communication market.
• Can work effectively as a member of a team implementing media relations tools.
• Has developed organizational skills and time management.
• Can seek solutions to problems in creative and effective ways.
• Can apply current legal and ethical standards.
• Has developed communication and presentation skills.
• Can critically assess the impact of media on target groups.

• PR specialist,
• communication specialist,
• internal communication specialist,
• speaker,
• online specialist/social network management specialist,
• communication consultant,
• account manager/executive,
• copywriter
• brand specialist.

Admission conditions for DAILY and EXTERNAL forms of study.