Sectoral Public Relations
Code: 187976
ECTS: 5.0
Lecturers in charge: pred. Daria Mateljak
Lecturers: Daria Mateljak - Seminar
Take exam: Studomat
English level:


All teaching activities will be held in Croatian. However, foreign students in mixed groups will have the opportunity to attend additional office hours with the lecturer and teaching assistants in English to help master the course materials. Additionally, the lecturer will refer foreign students to the corresponding literature in English, as well as give them the possibility of taking the associated exams in English.

1. komponenta

Lecture typeTotal
Lectures 15
Seminar 15
* Load is given in academic hour (1 academic hour = 45 minutes)
The aim of the course is to familiarize the students with the fundamentals of public relations (PR) and strategic communications in a variety of sectors: corporate and business communications, PR in government agencies and the public sector, PR in politics, the civil sector, relations with the local community, establishing communication between sectors. The students apply the theories of PR in practice, learn the differences in PR for certain sectors, the characteristics of public, external and internal relations and communication, and in particular the importance of strategic planning and resources that PR uses in practice.

1. Introduction to PR. Definitions, development of PR, PR role in organizations. Interactive work in teaching, group discussions to determine the initial knowledge and the understanding of the subject.
2. The role of PR. Demarcation between PR and related disciplines and sectors. The position in the dominant coalition. Professionalism.
3. PR in the corporate sector and corporate communication. The position, role, characteristics. Basics of the excellence theory.
4. PR in the corporate sector - business roles, strategies, planning in the organization.
5. Organizational dynamics and PR - building internal relations within the organization.
6. PR in politics. Rhetorical theory. PR and political campaigns.
7. Rhetorical theory and the art of persuasion. Practical work - analysis of a case problem from the environment.
8. Theory of relations. PR in the public sector. Issues management. Activism.
9. Stakeholder theory. PR in the non-profit sector. Relationship between PR and activism, and the politics of pressure.
10. Communications risk management. Establishing relations with interest-influence groups. Example of a communication related to environmental issues.
11. Corporate social responsibility. Sustainability, CSR and PR. The role of communication in establishing of CSR processes. Practical assignment: instructions for writing the final paper - a critical thinking essay.
12. Corporate Social Responsibility. Sustainability, CSR and PR. The role of communication in establishing CSR processes. Professional ethics. Practical assignment - analysis of a problem case from the environment.
13. Measurement and evaluation of the effects of PR.
14. PR and multidisciplinarity. Differences in PR applications in various sectors.
15. Sotrytelling. New communication channel
  1. Chapters 5-9, 11-12,15- 17, 19-22, 26,29

    NOTE: The 2017 edition is significantly upgraded from the first 2007 edition or the corresponding Croatian translation of the first edition.
  2. pojedina poglavlja prema uputama
Consultations schedule:


Hrvatski studiji Sveučilišta u Zagrebu pokrenuti su i ustrojeni 16. studenoga 1992., isprva samo kao dvosemestralni Sveučilišni komparativni studij hrvatske filozofije i društva. Taj je program potom preoblikovan u program redovitog četverogodišnjeg studija.

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