Sports, Culture & Event Management FT
Apply Icon

Public Relations in SCEM

level of course unit

first cycle, Master

Learning outcomes of course unit

- Students are familiar with the innovative handling of media and its function within the project process.
- Students will master the strategies of action in speaking, writing, and visual acting. They will know the different media formats and can assign them accordingly.
- Students will develop a confident, trustworthy, and convincing demeanor through the use of presentations.
- Students will have a clear, concise use of language and subject-specific terminology. They will learn to discuss and critically engage with different media content.

prerequisites and co-requisites

not applicable

course contents

- Presentation of basic texts on dealing with media
- Iconography and oral traditions
- Historical understanding of writing
- Writing of press releases, announcement texts (flyers, posters, brochures etc.)
- Free speaking (radio, television, company videos etc.), lecture speaking, welcome speech, presentation
- Innovative distribution of ideas as acquisition of competence in scientific education

recommended or required reading

Argenti, P. A. (2009). Corporate Communication (5., Aufl.). Boston [u.a.]: McGraw-Hill.
Cornelissen, J. (2014). Corporate Communication (4., Aufl.). Thousand Oaks: Sage.
Gregory, A. (2015). Planning and managing public relations campaigns: A strategic approach (Fourth edition). PR in practice. London: Kogan Page.
Grunig, J. E., Dozier, D. M., Ehling, W. P., Grunig, L. A., Repper, F. C., & White, J. (Eds.) (1992). Excellence in Public Relations and Communication Management. Hillsdale: L. Erlbaum Associates.
Van Ruler, B., & Körver, F. (2019). The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy. New York [u.a.]: Peter Lang.

assessment methods and criteria


language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods


semester/trimester when the course unit is delivered


name of lecturer(s)

Mag. Florian Bauer

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable


Kohlhofer Monika
Asc. Prof. (FH) Mag. Monika Kohlhofer
Director of Studies
+43 5372 71819 176
questions? Any
Any questions?
We are here to help you.
+43 5372 71819 500
10 years SKVM Booklet
10 years SKVM Booklet


Social Media Links

Join us on facebook: Höhenflug

Watch SKVM-TV (2013 - 2017)