General Information

Postgraduate Studies in Public Relations - general information

Postgraduate Studies in Public Relations were established in 1996 as a joint venture of the Institute of Philosophy and Sociology at the Polish Academy of Sciences and the Institute of Applied Social Sciences at the University of Warsaw, with the cooperation of the "Privatization Centre" Fund.

The Studies are an institutional member of EUPRERA (European Public Relations Research and Education Association) - an organization, the purpose of which is to promote research, stimulate growth of knowledge and to define educational standards in the theory and practice of public relations in Europe.

The Studies are presently the largest institution training public relations experts in Poland. Every year about 100 people receive a graduate diploma. Our graduates find employment in many renowned PR agencies and PR departments of large corporations. In 2003, a team of students of the Studies was awarded the main prize in the international competition for the best PR campaign, Euprera Communication Award.

Program assumptions

In accordance with the general model curriculum in the subject of public relations, developed in 1982 by IPRA (International Public Relations Association) and approved by CERP (Confédération Européenne de Relations Publiques), and later by EUPRERA (European Public Relations Research and Education Association), the syllabus of the Studies incorporates both compulsory subjects for all students. This format provides theoretical knowledge on particular areas of public relations activities and its psychosocial, cultural and legal ethic aspects and conditions, as well as three specialization blocks of subjects selected by the students, enabling acquisition of practical skills in the selected PR usage areas. Since PR now encompasses so many areas of corporate and public communication, specialization becomes a necessity. Except for specialization blocks, the students choose two complementary subjects, which aim at expansion of knowledge and acquisition of highly specialised skills, helpful in public relations activities.

A fundamental aim of this interdisciplinary course of training is to develop in students innovative and creative thinking abilities; skills that are indispensable in their professional careers. Training and lectures are constructed in such a way so that students will have opportunities learn PR solutions that have been verified in Polish circumstances.

With this in mind classes are held, during which the lecturers and trainers will place special emphasis on showing alternative solutions, independent thinking and the ability to plan one's own strategies of dealing with a new social situation and creating a concept of its monitoring.

Organisation of the course of studies

The Studies accept about 100 students once a year. If the number of applications exceeds the limit determined for a given year, the commission set up by the Director of the Studies conducts a competition on the basis of the questionnaires submitted by the candidates, and possibly additional interviews. The Director of the Studies may in justified cases increase the number of students without conducting a competition.

The Studies last one year (from October to September) and comprise 250 hours of classes. From October to June the classes are held in the system of weekend sessions (two in October and November, and one in each of the remaining months) and in a so called September session (first half of September) covering 6 successive days (including workdays).

After having completed 250 hours of training and having defended one's thesis, the student obtains the title of a public relations expert. The Studies issue two documents: a diploma in the Polish and English language signed by ISNS UW and IFiS PAN, and a certificate of completing postgraduate studies at the University of Warsaw.

Syllabus

1. Compulsory subjects - 130 hours (90 hours of lectures, 40 hours of workshop)
   1. Introduction to public relations
   2. Management
   3. Social and cultural context of public relations
   4. Social communication
   5. Interpersonal communication
   6. Business culture and ethics
   7. Press and copyright law
   8. Thesis seminar
   9. Principles of writing PR texts
2. Subjects for selection
   1. Specialization blocks - 20-hour - three to be chosen (3x20 = 60 hours)
      • Internal PR
      • Political PR
      • Brand image
      • Media relations
      • Social marketing
      • Communication in crisis situations
      • Events PR
      • PR programs
      • Lobbing, public affairs
   2. Complementary subjects - 20-hour - three to be chosen (3x20 = 60 hours)
      • Public relations versus advertisement
      • Analysis of media communication
      • Negotiations
      • Techniques of public appearance
      • Audiovisual realizations
      • Internet in PR communication
      • News agency and PR unit - what they are and how they function
      • Public appearance, presentations
      • Communication in business
      • How to respond to criticism and how to criticise?
      • Elementary course in neuro-linguistic programming (NLP)
      • Introduction to human resources management
      • Getting to know and understanding people and events
      • Social psychology of influence
      • Conflict - analysis and solving methods
      • Assertiveness training