HRE415 Public Relations in Public AdministrationIstanbul Okan UniversityDegree Programs Public Relations and AdvertisingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE415
Course Name: Public Relations in Public Administration
Course Semester: Fall
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: Speciality Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Dr.Öğr.Üyesi HAVVA PALACI
Course Lecturer(s): Dr.Öğr.Üyesi FATMA YONCA TUNÇ
Course Assistants:

Course Objective and Content

Course Objectives: The purpose of this course is to provide students an understanding on the concept of civil society; to introduce them to the features of civil society organizations and their roles and importance in society; and to gain ability to manage and analyze civil society organizations’ research, planning, implementation and evaluation processes within their marketing and communication activities.
Course Content: Examination of non-governmental theories; Explaining the basic characteristics of non-profit organizations; Explaining the development process of non-governmental as the third sector; Assessing of criterias for non-profit organizations; Explaining the need for marketing in non-governmental organizations; Explanation of the changing meanings of the concept of non-governmental in the historical development process; Explaining the concept of volunteering; Explaining of participatory and non-participatory communication in the non-govermental organizations; Explaining the concept of membership; Explaining the ways of resource development for non-governmental organizations; Definition of public relations targets in non-governmental organizations; Explaining the campaign planning process in non-govermental organizations; Explaining the process of campaign strategy development in non-govermental organizations; Monitoring and promotion as a part of the campaign action plan; Examination of the work of non-governmental organizations around the world,

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Possess theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resource on basic level based on qualifications gained at secondary education level.
2 - Skills
Cognitive - Practical
1) Gain the skills to use basic level theoretical and practical knowledge acquired within the field in the same field of a higher education level or in a field of same level. - Interpret and evaluate data, define problems, do analysis, produce solutions based on proof with using basic level knowledge and practices gained within the field.
3 - Competences
Communication and Social Competence
1) Transfer the ideas based on the basic knowledge and skills acquired within the field through written and oral communication. - Share the ideas and solution proposals to problems about issues within the field with professionals and non-professionals. - Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio A2 General Level. - Use informatics and communication technologies with at least a minimum level of European Computer Driving License Basic Level software knowledge.
Learning Competence
1) Evaluate the acquired knowledge and skills at basic level within the field with a critical approach, determine and respond to learning needs. - Direct the education received to a higher education level in the same field or to an occupation in the same level. - Gain awareness of lifelong learning.
Field Specific Competence
1) Possess social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field. - Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security.
Competence to Work Independently and Take Responsibility
1) Conduct studies at basic level within the field independently. - Take responsibility as a team member in order to solve unexpected complex problems faced in the implementations within the field. - Conduct activities towards the development of subordinates within a project.

Lesson Plan

Week Subject Related Preparation
1) The concept of public administration and its features Democracy decentralization Social State Discussing the concepts Course introduction Exam evaluation criteria dating Introduction of resources reading the syllabus
2) Building Trust in Public Institutions from a Public Relations PerspectiveBuilding Trust in Public Institutions from a Public Relations Perspective With the article titled "THE CONCEPT OF TRUST FROM A PUBLIC RELATIONS PERSPECTIVE: THE ROLE OF PARTICIPATION, TRANSPARENCY AND ACCOUNTABILITY PRINCIPLES IN BUILDING TRUST IN PUBLIC INSTITUTIONS", there are two-way Public Relations Communication, discussion, promotion and transparency and accountability in this article. Thus, the function of Public Relations in public institutions, the basic concepts related to the building of trust in the axis of democracy and participation will be learned. PARTICIPATION, TRANSPARENCY AND ACCOUNTABILITY PRINCIPLES PUBLIC RELATIONS MODELS Reading the chapter of the book on the subject Reading lecture notes
3) Implementation of Social Responsibility Principle of Public Relations in Public Institutions THE CONCEPT OF SOCIAL RESPONSIBILITY SOCIAL RESPONSIBILITY IN MODELS OF RELATIONS WITH PUBLIC Reading the article on "SOCIAL RESPONSIBILITY PRINCIPLE IN PUBLIC RELATIONS: KONYA METROPOLITAN MUNICIPALITY PRACTICE EXAMPLES FROM PUBLIC ORGANIZATIONS APPROACH" Compilation of lecture slides and case studies Preparing discussion questions
4) Internalizing the Importance of Local Governments • Understanding the importance of public relations in local governments • Learning of Public Relations practices in Local Administrations • Learning the functioning of the Public Relations process in Local Administrations • Learning the recognition and promotion tools of Public Relations in Local Administrations • Understanding the Internet applications of Public Relations in Local Administrations • Learning to create a Public Relations Plan in Local Administrations Internalizing the concept of civil society Related articles disscussion
5) COMPARISON OF PUBLIC RELATIONS IN THE PUBLIC AND PRIVATE SECTORS The differences in public relations are the basic elements of public relations; • Organizing, • Aim, • Legislation, • Target Audience and Parties, • Methods and Applications, • Financing, • Audit Reading Related Publications Preparing questions on Discussion Topics
6) Functions of Public Relations in Public Administration 1) Recognition and 2) Introduction Reading related publications Prepare a discussion topic
7) Communication in the Public Space Social in the Framework of Agenda Setting Theory Media Usage The assignment to relatead agenda setting theory preparing questions and answers sample collection related to the subject from applications
8) Internalizing the Importance of Local Governments • Understanding the importance of public relations in local governments MIDTERM EXAM• Learning of Public Relations practices in Local Administrations • Learning the functioning of the Public Relations process in Local Administrations • Learning the recognition and promotion tools of Public Relations in Local Administrations • Understanding the Internet applications of Public Relations in Local Administrations • Learning to create a Public Relations Plan in Local Administrations Internalizing the concept of civil society Review of course content Review of resources
9) Digital Citizenship preparing questions and answers sample collection related to the subject from applications Digital (Digital) Citizenship applications
10) What should the Strategic Communication Plan include; • Determining the communication purpose, • The time the plan will remain in effect • Analysis of current situation, • Business target, • Communication target, • Target group, • Social stakeholders, Working on a strategic plan example Example case discussion Question answer
11) Public administration services to the public (elimination of the lack of knowledge and recognition) tools Information and Direction Desks Desk Phone lines Tabs to be found on web pages Statements to be made on social media Billboards, banners newspaper ads Example case discussion Question answer Examining the promotional activities of public institutions through their web pages
12) Preparation and preparation steps of Public Relations Program in Public Institutions Important Issues for Public Relations Programs Transparency Technology Use Purposes Methods Audit Control Evaluation Reading related publications and public relations books
13) Press Offices or Press and Public Relations Units in Public Institutions Structure of units Working principles Powers Duties and responsibilities Activities carried out Reading related publications and public relations books
14) *The place and importance of Public Relations in the organization of the public and private sectors *Names of Public Relations Units in the public and private sectors * Differences between public relations and private sector in terms of purpose * Legislation and Rulemaking in the functioning of public relations in the public and private sectors Review of final projects
15) Social media strategies and applications in public institutions *Creating a social media strategy (setting out communication goals, time and tactical planning, target audience definition) • To complete the formation of the management organization, • Cyber ​​security management (required information management for page security) • Making social network preferences (Which social media channels to use. to make a decision) • Creating a profile (Building profile pages in an architecture suitable for corporate identity to make) • Prepare a content plan • Preparing the contents Reading additional relevant resources
16) final exam Metin, H., & Altunok, M. (2002). Karşılaştırmalı bir yaklaşımla kamu yönetimi ve özel sektörde halkla ilişkiler. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, (3), 79-99.

Sources

Course Notes / Textbooks: Sivil Toplum Örgütlerinde Halkla İlişkiler
Ayhan Biber
2003, Nobel yayın dağıtım
9789755918846
References: Sivil Toplum Örgütlerinde Halkla İlişkiler
Ayhan Biber
2003, Nobel yayın dağıtım
9789755918846

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

4

5

6

Program Outcomes
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Learning Activity and Teaching Methods

Field Study
Individual study and homework
Reading
Homework

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Homework Assignments 1 % 5
Presentation 1 % 5
Midterms 1 % 30
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Workload
Course Hours 16 48
Midterms 1 1
Final 1 1
Total Workload 50