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The goal
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1 The goal of the EP
Formation of students' competences based on advanced achievements of Public Relations (PR) and communications, skills to use classical and digital PR tools, skills in implementing PR projects. Training in public relations through regular practice on media relations, digital PR, crisis management, branding, SEO, internal communications for further work in Kazakhstan and on the international market by preparing specialists in public relations, image makers, brand managers, producers, SMM specialists, moderators of content and account agents.
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Learning outcomes
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2 Results of study
Bachelors at the end of this EP will be able to:
- ON1 To distinguish the basic subjects and objects, types, functions and mechanisms of public relations (PR) in the world and in Kazakhstan, using the experience of Kazakhstani PR, updated by the National Association for Public Relations and «PR-shy» Club, interpret the problems of modern public relations in Kazakh, Russian, English and other languages.
- ON2 To characterize the appropriate image and business capital of the organization, brand of goods, services and the country, to maintain the reputation of the person, mentality and spiritual values
- ON3 Create «socially relevant information» and «news stories» using written, oral, online and combined tools for journalists and bloggers, audio, video and IT-technologies, observing the principles of identity of language and style.
- ON4 Possess methods of strategic planning in communications based on the analysis and choice of concepts of competitiveness of public relations activities, determine their effectiveness and efficiency, distinguish consulting, implement crisis response measures and formulate project budgets.
- ON5 Determine the optimal information environment of the organization, models of interaction with the editorial offices of traditional and new media, bloggers, stakeholders, competitors, explore the principles of information circulation in organizations of different types.
- ON6 Adapt new technologies, in particular, integrating quality parameters into PR projects based on the latest forms: interactivity, convergence, synergy, online, mobility for expanding communication practices, taking into account the recommendations of the UN, UNESCO and professional associations, to accompany electoral campaigns, the formation of intercultural communications.
- ON7 Apply a media audit as a means to improve the competitiveness and reputation of the company, conduct press clipping of the media and social networks, assess public opinion, own the principles of business communication and professional ethics, comply with laws relating to the communication sphere.
- ON8 To build the work of the press service, the press secretary and the press center of organizations of various forms of ownership and spheres to ensure informational openness and maintain external and internal information flows up to date, increasing confidence in the PR subject.
- ON9 To increase the audience coverage of PR-events both through traditional regular communications, and using digital technologies and SEO-promotion.
- ON10 To simulate various types of advertising, to make promotional offers for clients, to monetize communication services, to apply the techniques of creativity.
- ON11 To put into practice knowledge in the field of social sciences and humanities of global importance.
- ON12 To discuss professional problems, to defend one's point of view, to draw conclusions, to apply the skills of writing scientific and research texts, to formulate logical proposals, recommendations, and conclusions on communication with the public and related industries.
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International activities
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1. University of Wyoming (USA);
2. Ohio University (USA);
3. University of Oklahoma (USA);
4. Columbia University (USA);
5. University of Arizona (USA);
6. Duke University (USA);
7. UniversityofLeicester (USA);
8. Istanbul State University (Turkey);
9. St. Petersburg State University (Russia);
10. University named after A. Mitskevich (Poland);
11. International University of Journalism (USA);
12. Penza Federal University (Russia);
13. Institute for Advanced Training of Television and Radio Broadcasting Workers (Russia);
14. Eurasian International Academy of Television and Radio;
15. M. Ulugbek Tashkent State University (Uzbekistan).
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