About This Course
This course is designed for PR students and those interested in learning more about the fundamentals of PR, including management, reputation marketing, and business capital formation.
If you are just planning or already working in the field of media, PR, and at the same time you feel that you need to master additional skills for modern specialist, without spending huge time resources, then this online course is for you! In a short time, you will learn how to develop PR campaigns from zero, build relationships with journalists and bloggers, script commercials, write press releases, separate internal and external PR, work within the law, apply crisis PR rules in emergency situations, and even to conduct targeting on your own using computer programs, without resorting to the help of specialists. You will learn how to build and manage business capital, as well as evaluate it.
Module 1. Official and unspoken laws
Module 2. Advertising budget surplus
Module 3. Implementation of PR ideas without investment
Module 4. PR and information technology
Module 5. Events as catalysts for PR
Academic course presentation
LO 1. Combine the application of official and ethical laws of PR in the work, avoid discrimination and hate speech in PR texts.
LO 2. Run a campaign budget surplus and build reputation capital.
LO 3. Give recommendations on the implementation of PR ideas without investment or at minimal cost.
LO 4. Use the privileges of digital communication channels.
LO 5. Identify third-party and work out your own activities that can become catalysts for an advertising campaign.
AI 1.1: identify shortcomings and use the advantages of the legislative system of the Republic of Kazakhstan in the field of regulation of advertising activities.
AI 1.2: comply with the ethical norms of the global professional community by creating popular PR texts within the framework of the so-called "new ethics".
AI 2.1: build reputation capital or brand value.
AI 2.2: save money when hiring narrow specialists.
AI 2.3: manage CSR, use promotional benefits from social work.
AI 2.4: master the basic skills of working with programs for creating multimedia content.
AI 3.1: differentiate sponsors, investors and lobbyists of a PR project.
AI 3.2: integrate pitching into PR work.
AI 4.1: maintain PR documentation in electronic format.
AI 4.2: organize digital crisis communication channels.
AI 4.3: monitor network trends.
AI 4.4: create and edit a media communications plan.
AI 5.1: analyze brand ambassador potential.
AI 5.2: highlight team building as an important part of working with people.
AI 5.3: solve the tasks set by the management with the help of event marketing.
Skripnikova Anastasiya Ivanovna
Senior lecturer of the UNESCO Chair on Journalism and Communication; journalist, public relations specialist. Member of the UNESCO international project for developing online courses for journalists from the CIS countries (2021-2022) Owner of the title "Best Young Writer" (2014), winner of the Assembly of the People of Kazakhstan Prize, winner of the "Dialogues" award, owner of the title "Best young teacher of the CIS”, laureate of the “Altyn Kalam” award. Author of several books about the life and work of Kazakhstani journalists and PR specialists, author of more than 50 scientific articles.
I strongly believe that learning is a lifetime process and I find the world of molecular biology truly fascinating.
Kasymbekova Nazira Muratbekovna
PhD-student. Master of Social Sciences with a degree in International Journalism. Correspondent of the Turkestan newspaper in 2017. Worked for NS radio as production editor; as an editor of the information and educational website “Likeme.kz”. In 2019 worked as an editor for the Hit TV channel. Editor of the British project "Twig", platform "Daryn online".
Tasilova Aigerim Aitbaevna
Graduate of the al-Farabi Kazakh National University named. In 2019 received PhD degree in journalism. Topics of scientific interests: public diplomacy, mediated public diplomacy, world communication. Since 2020 - senior lecturer at the UNESCO Chair on Journalism and Communication.
Sholpan Talgat Talgatkyzy
lecturer at the UNESCO Chair on Journalism and Communication; practitioner, international journalist, SMM specialist with extensive experience in various fields, including education and IT. Worked in the UAE. Developer of author's online courses on SMM and targeting. Author of several dozen scientific articles on international journalism.
Negizbayeva Marlan Onlasynkyzy
Chairman of the Method Bureau of the al-Farabi KazNU Journalism Faculty, member of the commission on journalism and information of the RUMS MES RK. Worked as a deputy Dean of the Journalism Faculty; participates in the organization of the educational and methodological process of the university. The developer of the EP: "Public Relations" and "International Journalism"; author of a number of standard programs, developer of tasks for complex testing, organizer of methodological seminars. Author of a number of scientific and methodological articles, in particular on the following topics: Multilingual education in modern conditions; Modernization and transformation of the Kazakhstani education system; PR solutions in the education system; Training of PR-specialists, etc.
Aliya Arnurovna Nurshaikhova
Graduate of KazNU, PhD student at UNESCO chair on journalism and communication. Passed internships at Germany and USA. Worked in public relations and advertising spheres at Qazakhfilm studios, Kazakhstan Press Club, etc. Her basic research theme is “Documentary films as a part of investigative journalism”.