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Media, Propaganda and Public Relations

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Media, Propaganda and Public Relations

Data is displayed for the academic year: 2025./2026.

Course Description

The objective of the course is to familiarize students with the nature and how media, propaganda and public relations function, and to prepare them to understand these phenomena and to communicate with media, especially in times of crisis.

Study Programmes

undergraduate
Military Leadership and Management - study
(4. semester)

Learning Outcomes

  1. To acquire basic knowledge on media, communication, public relations and propaganda
  2. To learn the basic functions of media, how they function and their specific characteristics
  3. To understand the relationship between media and the army in contemporary societies
  4. To acquire essential knowledge on the application of public relations, their strategies, techniques and tools
  5. To learn to use the basic techniques and tools of public relations in times of crisis
  6. To learn the specific characteristics of Croatian and international media
  7. To analytically approach the effects of propaganda and to learn how to discern useful information from manipulation
  8. To gain knowledge of modern communication processes at the international level

Forms of Teaching

Lectures

Seminars and workshops

Exercises

Week by Week Schedule

  1. Lectures: Social role of media Seminar: Press clipping Exercises: Media types and specific characteristics
  2. Lectures: Public opinion Seminar: Press release Exercises: Role of media in war
  3. Lectures: Structural and manipulative aspects of media Seminar: Press kit Exercises: Media manipulations
  4. Lectures: Public relations basics Seminar: Press conference Exercises: Manipulative aspects of public relations and differences from propaganda
  5. Lectures: Historical development of propaganda Seminar: Interview for newspapers Exercises: Propaganda in World War II
  6. Lectures: Media types / Specific characteristics of media types Seminar: Marketing and promotion chanels Exercises: Contemporary forms of propaganda
  7. Lectures: Specific characteristics of Croatian media Seminar: Writing for public relations Exercises: Croatian media market
  8. Lectures: Public relations techniques and tools Seminar: Writing for public relations 2 Exercises: Analysis and specific characteristics of Croatian media
  9. Lectures: Public relations strategies Seminar: Briefing Exercises: Research for public relations
  10. Lectures: Propaganda techniques Seminar: Press trip Exercises: Public relations strategies and tactics
  11. Lectures: Crisis communications and public relations in times of crisis Seminar: TV Interview Exercises: Evaluation of media reporting and public relations
  12. Lectures: Identity and image promotion and management of the army Seminar: Radio Interview Exercises: Creating and changing the identity and image of the army
  13. Lectures: Interpersonal communication Seminar: Public speech Exercises: SPIN techniques and couter-propaganda
  14. Lectures: Public and TV appearance techniques Seminar: Interpersonal communication Exercises: INSIGHTS method of enhancing communication skills
  15. Lectures: International communication Seminar: PR campaigns Exercises: International communications environment and specific cultural characteristics

Literature

Peruško, Zrinjka ur. (2011.), Uvod u medije, Jesenski i Turk
Božidar Novak (2001.), Krizno komuniciranje i upravljanje opasnostima, Binoza press
Matej Škarica (2012.), Propaganda kroz europsku povijest, Synopsis
Edward Bernays (2013.), Kristaliziranje javnog mnijenja, Kairos

For students

General

ID 282205
  Summer semester
4.0 ECTS
L0 English Level
L2 e-Learning
30 Lectures
15 Seminar
15 Exercises

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