Studying Public Relations
Choosing a career in public relations can lead you to attractive career-building opportunities among world-renowned brands. Public relations is a term that refers to all the efforts that organizations make to strategically communicate with their publics. Its purpose is to create and maintain a public image and to answer questions from the public, as well as to involve the organizations stakeholders in communication, to build a positive relationship with them and to influence their views on the organization in question.
In question is a modern and dynamic profession in which creativity, due to different forms of communication, often plays a crucial role. The task of public relations is to predict and analyse various trends in public opinion that may affect the operations and goals of the organization, offer consultancy services to the leaders of organizations on how to maintain positive communication with the public, research and evaluate new ways in which employees of organizations can connect with the public, protect and improve the organization’s reputation, plan and implement different strategies with the purpose of influencing or changing public policy for the benefit of the organization, etc.
People choose a career in public relations because it gives them a choice between different fields, so they can combine their passion for communication with a personal interest in other fields such as marketing, management, crisis management, management... Public relations professionals have a wide range of employers to choose from when searching for employment. They can work for a PR agency or the PR department of a large company, provide volunteer PR for various non-profit organizations or work as freelance consultants.
About the study programme
The two-year Public Relations Management graduate study programme represents the best answer to the growing demands of employers in the communication industry. The aim of the graduate study programme is to provide as many courses as possible so as to develop themselves in the direction in which they envision the development of their future career. Regardless of which courses they select, the goal is to acquire specific specialist knowledge and competences in planning and managing communications in complex organizational systems.
The graduate study programme is characterized by an innovative approach to teaching students that focuses on practical forms of teaching, strong integration of partners and employers in the teaching process, practicums in all years of study and practical learning outcomes in all courses and project assignments. The study programme concept is based on the latest trends in communication management and the integration of elements of all disciplines relevant and necessary for communications at the management level: public relations, digital communication, mass media, psychology of communication, leadership, public diplomacy and project management.
A specific characteristic of the graduate study programme is the fact that, in addition to creating solid interdisciplinary foundations in the first year, students are provided with a unique experience to improve and acquire the latest knowledge and skills in the field of strategic communication.
According to their preferences, students can improve their communication management through four thematic semesters:
1st semester – interdisciplinary content
2nd semester – practicum, professional placement and optional content according to the student preferences
3rd semester – content from the field of strategic communication
4th semester – methodology, professional practice and master's thesis
Brochure
More about enrolment
Specialization of knowledge and skills in attractive areas
A strong emphasis is placed on gaining practical experience with the aim of comprehensive preparation for entering the labour market. You will have placement opportunities in leading public relations and marketing communication agencies, companies and other organizations and institutions where you will gain insight into the specific characteristics of working in the dynamic public relations sector. In direct contact with employers, working on real projects and facing real communication challenges, you will develop your competences and potentials within the framework of practicums and professional placements. An additional opportunity for improvement is provided by the option of selecting elective courses in the second semester that cover specific areas of communication.
Interdisciplinary content
The first semester of studies includes interdisciplinary content, and the goal is to become acquainted with the theories of public relations and the media, the specific characteristics and challenges of political communication, public diplomacy and state public relations, brand management, the phenomenon of the psychology of communication, and the increasingly current topic within the communication industry – Big Data technology and artificial intelligence. The content of this semester provides basic knowledge for an advanced understanding of content in the field of strategic communication.
Practicum, professional placement and elective contents
The second semester of studies is oriented towards the acquisition of communication management knowledge and skills in a digital and intercultural environment, with the selection of three courses from the selection of interdisciplinary, communication, professional-scientific and elective courses in foreign languages. In the second semester, you will also participate in a professional placement lasting at least 240 working hours in one of 130 partner institutions.
Strategic communication
The third thematic semester combines a set of courses in the field of strategic communication, with the aim of acquiring knowledge and practical skills in market and public opinion research, integrated corporate communication, leadership, communication consulting and project management with an emphasis on the new concept of strategic communication of organizations. In the Strategic Public Relations Practicum, you will learn about concrete case studies from the world of communication and learn how to solve problem communication.
Methodology, professional placement and master's thesis
The last semester is geared towards an obligatory professional placement lasting at least 210 hours, and through the Methodology of Social Sciences course, you will be become familiar with basic knowledge and skills in methodology, for conducting research and writing your master’s thesis.
Bernays students build their careers through experience
During the studies, a strong emphasis is placed on gaining practical experience with the aim of fully preparing students for entering the labour market. Students participate in placements in leading agencies for public relations and marketing communication, companies and other organizations and institutions where they will gain insight into the specific features of working in the dynamic public relations sector.
In direct contact with employers, working on real projects and facing real communication challenges, you will develop your competences and potentials within the framework of practicums and professional placements. An additional opportunity for improvement is provided by the option of selecting elective courses in the second semester that cover specific areas of communication.
Thanks to the unique education model that combines theoretical and practical knowledge, from the first year of study, you will have the opportunity to build your career with potential employers, attending organized placements in media companies, domestic and foreign companies, institutions and organizations, and leading marketing and public relations agencies.
During your graduate studies, you will complete at least 240 hours of professional placements in the second semester, and 300 hours of professional placements in the fourth semester. You will leave your studies having completed at least 540 hours. You will perform mandatory professional practice in more than 130 partner organizations, including public relations agencies, marketing agencies, agencies specialized in digital communication, event management agencies, domestic and foreign companies, political organizations, cultural institutions, and non-profit and other public or private organizations. organizations dealing with activities compatible with the study programme.
Elective Courses
The graduate study programme offers you more than 20 elective courses with the aim of finding, in coordination with your supervisors, those areas that interest you the most and in which you will most easily profile yourself as an expert. This mentoring system and student career management system is called talent management at Bernays. We monitor your work, look at your progress and suggest which subjects to enrol in to attain your full potential.
Teaching
With the aim of making it easier for graduate students to attend classes, classes in the graduate study programme are usually held only in the afternoon. The working hours of the Student Administration Office, which has longer hours two days a week, have also been adjusted so that students working and studying can carry out all administrative tasks with ease.
Outcomes at the study programme level
Analyse and interpret the most important theories of mass communication and theories of public relations.
Critically evaluate the identity, image and branding strategies of individual countries.
Evaluate and apply tools in public relations that serve for quality implementation of communication activities and implementation of strategies in different fields and types of organizations.
Critically evaluate different forms of communication in different social contexts.
Analyse and assess the correct and incorrect procedures that occur in the process of leadership and management, as well as appropriate actions in case of detected errors.
Select and apply qualitative and quantitative methods of market and public opinion research.
Interpret and analyse the public relations of a public institution and develop a public institution public relations strategy.
Use and implement public relations techniques and tools specific to political communication, entrepreneurship and small and medium-sized companies, programmes and campaigns in the NGO sector.
Independently design and implement creative solutions in the field of public relations.
Break down project management as it related to communication management.
Independently develop budget plans related to financial resources, human resources and time, and read and interpret financial and non-financial reports with understanding.
Assess and apply knowledge from psychology in the process of communication.
Evaluate and apply communication tools in investor relations.
Identify and illustrate what the application of socially responsible business operations entails in management, environmental protection, working environment, human rights protection, supply chain management, relations with the local community.
Apply knowledge of foreign languages in business communication.
Conceptualize, plan, organize, control and evaluate an event, that is, design and manage its communication, promotion and sales dimension.
Observe and apply trends and characteristics of popular culture in the communication and promotion of a product or service.
Apply knowledge from different fields of social sciences in public relations.
Demonstrate the application of basic communication rules on social media in practice.
Differentiate between professional and cultural requirements in business and professional behaviour.
GRADUATE PROFESSIONAL STUDY PROGRAMME
FIRST YEAR, 1st SEMESTER (winter)
Course
Lecturer in Charge
L + E
ECTS
Political Communication
Pero Maldini
15 + 15
5
Public Diplomacy and State PR
Božo Skoko
Dejan Gluvačević
Dejan Gluvačević
30 + 15
5
Brand Management
Dejan Gluvačević
15 + 15
5
Big Data and Artificial Intelligence
Mirko Talajić
0 + 30
5
Psychology of Communication
Svjetlana Salkičević
15 + 15
5
2nd SEMESTER (summer)
Course
Lecturer in Charge
L + E
ECTS
Digital practicum
Hrvoje Ratkić
0 + 60
5
Intercultural Communication
Zdeslav Milas
Sofia van der Vegt
Sofia van der Vegt
15 + 15
5
Professional practice 1
0 + 240
8
Elective courses (at least 12 ECTS, at least three courses)
12
Elective course 1
4
Elective Course 2
4
Elective Course 3
4
Ukupno opterećenje nastave i prakse te ECTS na 1. godini
165P + 465V + 300PR = 630
60
Elective Courses
Lecturer in Charge
L + E
ECTS
Fashion and communication
Martina Pandžić Skoko
15 + 15
4
Counselling and Psychotherapy in Interpersonal Communication
Krešimir Dabo
Ivana Schildenfeld
Ivana Schildenfeld
15 + 15
4
Reputation Management
Dina Tomšić
15 + 15
4
Communication in Start-ups
Dejan Gluvačević
Doris Vukšić
Doris Vukšić
15 + 15
4
Sustainable development
Daria Mateljak
15 + 15
4
Kulturna baština Hrvata izvan RH
Vanda Babić Galić
15 + 15
4
Cultural Heritage as an Economic Resource
Krešimir Starčević
15 + 15
4
Unternehmenskommunikation und Politik (de)
Zdeslav Milas
Klasu Fiesineger
Klasu Fiesineger
15 + 15
4
Communicationg Europe – the European Union and its Public Relations (en)
Marko Kovačić
Andrea Čović Vidović
Marko Boko
Andrea Čović Vidović
Marko Boko
15 + 15
4
THIRD SEMESTER (WINTER)
Students who obtain 48 ECTS during the first year can enrol. Partial enrolment is possible if the student acquires at least 30 ECTS. Courses from the winter semester are enrolled.
Course
Lecturer in Charge
L + E
ECTS
Integrated Corporate Communication
Zdeslav Milas
Ivana Gažić
Ivana Gažić
30 + 15
5
Leadership
Dina Tomšić
30 + 15
5
Komunikacijsko savjetovanje / Communication Consulting (en/hr.)
Ivan Pakozdi
15 + 15
5
Strategic Public Relations Practicum
Vladimir Preselj
Filip Marinović
Filip Marinović
0 + 30
5
Market and Public Opinion Research
Doris Peručić
Ante Šalinović
Ante Šalinović
15 + 15
5
Praktikum digitalnih medija
Anita Sulentic
0 + 30
5
4th SEMESTER (SUMMER)
Students who are partially enrolled, enrol in courses in the summer semester depending on the number of ECTS acquired in accordance with the Decision of the Expert Council on Enrolling in Courses from Higher Years.
Erasmus elective courses – Course catalogue
Lecturer in Charge
L + E
ECTS
Intercultural Communication
Zdeslav Milas
Sofia van der Vegt
Sofia van der Vegt
15 +2 0
5
Leadership
Dina Tomšić
30 + 15
5
Komunikacijsko savjetovanje / Communicating Consulting (hr./en.)
Ivan Pakozdi
15 + 15
5
Croatian Language and Culture (hr/en/fr)
Doris Peručić
Ivana Barišić Oharek
Ivana Barišić Oharek
15 + 15
4
Unternehmenskommunikation und Politik (de)
Zdeslav Milas
Klasu Fiesineger
Klasu Fiesineger
15 +15
4
Communicationg Europe – the European Union and its Public Relations (en)
Marko Kovačić
Andrea Čović Vidović
Marko Boko
Andrea Čović Vidović
Marko Boko
15 + 15
4
Where to work after completing your professional graduate studies?
The areas of employment, i.e. the areas of application of public relations, are very broad. Public relations is applied in all sectors, and dominantly in the corporate sector, non-profit sector, politics (state and local government), entertainment industry, sports, travel, education, healthcare, media, etc.
Public relations specialists are most often employed in the real sector (production, finance, industry, consumer goods, media, communications, transport and entertainment), in public relations agencies, advertising agencies, consulting agencies, associations, foundations, educational institutions, in health care, hospitals, health institutions, in state and local administration and diverse non-profit organizations.
DIPLOMA
Završetkom stručnog diplomskog studija student/ica stječe naziv magistra/ice odnosa s javnošću (mag. rel. publ.) čime je osposobljen/a za obavljanje složenih poslova upravljanja komunikacijama i odnosa s javnošću u ulozi stručnjaka za odnose s javnošću ili korporativne komunikacije u kompanijama, državnoj upravi i drugim institucijama, političkim strankama, nevladinim organizacijama, poput sindikata ili komora, ali i kao suradnik u marketingu različitih organizacija ili savjetnik u marketinškim agencijama i agencijama za odnose s javnošću.
Annual Tuition Fee for Enrollment in the Professional Graduate Studies in Public Relations Management and Professional Graduate Studies in Leadership and Management
For more information about all the details and steps to secure a special tuition fee rate, contact our Admissions Office at the email address branko.janjic@bernays.hr or via phone at +385 99 1694 048 and +385 1 5809 367.
