PRL3540 Expectation Management in Public RelationsBahçeşehir UniversityDegree Programs PSYCHOLOGYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
PSYCHOLOGY
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
PRL3540 Expectation Management in Public Relations Fall 3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Course Lecturer(s): Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Recommended Optional Program Components: None
Course Objectives: Purpose of this course is to review the processes and to improve operational skills required for the PR/communications expert, supporting the management of stakeholders to the optimum level and in line with the goal to be achived.

Learning Outcomes

The students who have succeeded in this course;
Students who will successfully complete this course will;
1- Understand the communications models to be developed in order to ideally meet the clients goals and expectations.
2- Be informed on developing models which will help them to establish a fruitful relationship between their clients (the Brand) and the Media.
3- Understand how to manage the communication processes work where they will face high expectations from the brand and agency
4- Understand how to manage the mutual expectaions in an ideal relationship chain in brand, agency and 3rd party management.
5- Gain experience in explaining what communcations departments and/or specialists do in a company.
6- Understand how to translate their academic knowledge into professional and operational relationship management.

Course Content

This course aims to improve the process management and understanding related to get grasp of and to answer the expectations related to public relations services received from the corporate departments of brands and organizations and/or from the agencies.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Structures and models of communications for companies and brands. Ensuring that the corporate expert understands the expectation chain
2) Structures of corporate communications departments • Team structures their position within the organization chart • Duties and responsibilities, management of raised expectations
3) Agency structures • Structural units, service and work models • Expectations and management of the companies which they serve
4) Agency Structures • Accurately determine the client's goals and manage their expectations
5) Media Relations • Expectation management between the brand and media • Operational business model, news approach of the media etc.
6) Media relations management • Meeting the ideal expectation in media in line with the client's goals. • Managing the expectation of brand/company from the media
7) 3th path management • who are they, what is the key point of management • excellence of event or the moments of expectation
8) Assigning Final Projects
9) Expectation management in crisis communications
10) Expectation management in crisis communications
11) Communications Expert's Management of stakeholders • Improving operational competences
12) Communications Expert's Management of stakeholders • Improving operational competences
13) Management of ideal expectation chain
14) Group Presentations

Sources

Course Notes / Textbooks: Managing Expectations: Naomi Karten / The Art of Public Relations: CEOs from Edelman, Ruder Finn, Burson Marsteller & More on the Secrets to Landing New Clients, Developing Breakthrough ... and Your Firm to Clients (Inside the Minds) by Richard Edelman //
References: MSL Groupe ve Publicis One tarafından yayınlanan ve uygulanan modeller üzerinden değerlendirmeler/ Evaluations based on models implemented and published by MSL Groupe and Publicis One

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Presentation 1 % 20
Project 1 % 20
Final 1 % 60
Total % 100
PERCENTAGE OF SEMESTER WORK % 20
PERCENTAGE OF FINAL WORK % 80
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Study Hours Out of Class 12 31
Presentations / Seminar 3 12
Project 6 24
Final 1 4
Total Workload 113

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To develop an interest in the human mind and behavior, to be able to evaluate theories using empirical findings, to understand that psychology is an evidence-based science by acquiring critical thinking skills.
2) To gain a biopsychosocial perspective on human behavior. To understand the biological, psychological, and social variables of behavior.
3) To learn the basic concepts in psychology and the theoretical and practical approaches used to study them (e.g. basic observation and interview techniques).
4) To acquire the methods and skills to access and write information using English as the dominant language in the psychological literature, to recognize and apply scientific research and data evaluation techniques (e.g. correlational, experimental, cross-sectional and longitudinal studies, case studies).
5) To be against discrimination and prejudice; to have ethical concerns while working in research and practice areas.
6) To recognize the main subfields of psychology (experimental, developmental, clinical, cognitive, social and industrial/organizational psychology) and their related fields of study and specialization.
7) To acquire the skills necessary for analyzing, interpreting and presenting the findings as well as problem posing, hypothesizing and data collection, which are the basic elements of scientific studies.
8) To gain the basic knowledge and skills necessary for psychological assessment and evaluation.
9) To acquire basic knowledge of other disciplines (medicine, genetics, biology, economics, sociology, political science, communication, philosophy, anthropology, literature, law, art, etc.) that will contribute to psychology and to use this knowledge in the understanding and interpretation of psychological processes.
10) To develop sensitivity towards social problems; to take responsibility in activities that benefit the field of psychology and society.
11) To have problem solving skills and to be able to develop the necessary analytical approaches for this.
12) To be able to criticize any subject in business and academic life and to be able to express their thoughts.