Public Relations and Public Opinion

SubjectPublic Relations and Public Opinion
Semester2nd semester (spring)
Study programme:Business studies (Master)
Primary language:Slovene
The course will be carried out in the Slovene language and is an obligatory course in accordance with an officially approved curriculum of the Master Degree program in Business Studies.

Students must have sufficient knowledge of the Slovene language so that they can communicate with lecturers and other students, follow the lectures and understand the study materials.

  • Understanding the role of media and its importance
  • Ability to use PR terminology.
  • Ability to use PR concepts, processes and methods for effective PR strategies
  • Ability for analysing, and diagnosing, planning, implementing and controlling strategic and tactical operational PR decisions.
  • Ability of holistic thinking.
  • To learn the language and basic categories (that is, terms, concepts, frameworks and tools) used by practicing PR managers.
  • To gain the importance of media in a society and its impact on public
  • To gain the knowledge on the role of the company/organisation in a society
  • Mastering the tools and instruments of PR
  • Developing communication strategy of the company
  • Understanding of different commercial media policies
  • To gain an idea of basic ethical dilemmas of the field
Learning outcomes
After passing the exam, the student will understand the role of media and the importance of effective management of relations with different publics as a part of management.

  • Introducing media landscape
  • Media categories
  • Media types: pro's and con's
  • Changing role of media, consumer and media planning
  • Key factors in relation between media and public
  • Media ownership and its profitability
  • Technological changes
  • New Information sources and media content
  • Media commercial policy
  • Public relations instruments and tools
  • Image of the company and communication strategy
  • Lobbying and its tools
  • Working with outsourced experts
  • Ethical elements of PR and lobbying
  • Transparency of communication
Teaching and learning activities
  • Teacher explanations
  • Conversation / debate
  • Presentation of seminar papers
Evaluation systems and criteria
  • Evaluation system consists of: seminar work (30% of the weight) and a written exam (70% of the weight).
  • Regardless of the calculation taking into account the individual weights, first the written exam must have the positive evaluation.
Teaching and learning material
  • Kotler, Philip, Armstrong, Gary, Harker, Miachael, Brennan, Ross. 2015. Marketing. An Introduction. Edinburgh: Pearson Education Limited.
  • Tuškej, Mitja. 2019. Hokus pokus Fokus. Ljubljana, Medijski partner.
Office hours
  • Before and after the lectures
  • By agreement