After a short introduction, conceptual foundations and definitions of public relations and reputation management are discussed. Next, the course Public Relations ad Reputation Management analyses the interplay between organizations, media (framing, agenda building, news value), stakeholders and the role of corporate identity management for building reputation. Consequently, concrete strategies and effects of public relations and reputation management (e.g., media relations, communication plans) are introduced. In the last part of the course, students learn about public relations and reputation management in specific areas such as Corporate Identity Management, Crisis Communication, Issue Management, Corporate Social Responsibility and Social Media PR. Students put their knowledge in practice through compulsory workgroups in which they analyze first-hand the public relations and reputation of a real organization.

Contact hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam