Contemporary approaches to GR and public policy communications

Master 2024/2025

Type: Compulsory course (Politics. Economics. Philosophy)

Area of studies: Political Science

Delivered by: School of Politics and Governance

Where: Faculty of Social Sciences

When: 2 year, 1, 2 module

Mode of studies: offline

Open to: students of one campus

Instructors: Stanislav Myasnikov

Master’s programme: Политика. Экономика. Философия

Language: English

ECTS credits: 6

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Abstract

The way how communications are built plays a pivotal role in public policy on the stage of its development and implementation. Newly emerging and traditional communication instruments allow to generate complex strategies for interaction between public and private sector political actors, as well as civil society. At the same moment the dynamism of economic and political life triggers actors to launch communication in public sphere in order to legitimize and justify decisions. Business, state and society are put into public sphere, so correct management of public communications becomes a reason for successfully and unsuccessfully implemented decisions and policies. In this course students will discover the instruments of modern GR communications; models of business, state and society relations; the most effective means to build a strong positioning of an issue brought to the public agenda and GR.

Learning Objectives

To understand modern political communications methods
To understand how to manage communication campaigns
To understand how to analyze and manage public discourse
To understand modern Russian GR methods
To understand models of business and state cooperation

Expected Learning Outcomes

Able to understand modern theories of communications
Assesses public campaigns
Assesses GR communications
Analyzes discourse and narratives

Course Contents

Political communications: modern approaches and classical theory
Elections and political campaigns
Debates practicum
Models and practicies in Government Relations
Forums and congress events as a mean for GR communications
Corporate culture and positioning of the company
TV instruments of state-business-society communication
Political communications analysis

Assessment Elements

Class activities
Group Project
Final individual project

Interim Assessment

2024/2025 2nd module
0.4 * Class activities + 0.3 * Final individual project + 0.3 * Group Project

Bibliography

Recommended Core Bibliography

Analysing newspapers : an approach from critical discourse analysis, Richardson, J. E., 2007
Analytic narratives, Bates, R. H., 1998
Communication excellence: How to develop, manage and lead exceptional communications. (2017). Palgrave Macmillan. https://doi.org/10.1007/978-3-319-48860-8
Creating excellence : managing corporate culture, strategy, and change in the new age, Hickman, C. R., 1984
E. Ermishina B., & Е. Ермишина Б. (2017). CORPORATE CULTURE AS FUNDAMENTAL FACTOR OF SUCCESSFUL ORGANIZATION DEVELOPMENT ; Корпоративная культура как основополагающий фактор успешного развития организации. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.5BEBFB87
Flamholtz, E., & Randle, Y. (2011). Corporate Culture : The Ultimate Strategic Asset. Stanford, Calif: Stanford Business Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=367464
Frye, T. M., & Iwasaki, I. (2011). Government directors and business–state relations in Russia. European Journal of Political Economy, (4), 642. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.poleco.v27y2011i4p642.658
Graham, A. (2012). From Business Cards to Business Relationships : Personal Branding and Profitable Networking Made Easy (Vol. 2nd ed). Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=449930
Inter-state spillovers and lobbying : [на англ. яз.], Гуриев С., Яковлев Е., 2007
Inter-state spillovers and lobbying = Межрегиональные экстерналии и группы интересов, [препринт] WP13/2007/16, SU - Higher School of Economics, Centre for advanced Studies & New Economics School, 48 p., Guriev, S., Yakovlev, E., Zhuravskaya, E., 2007
Katz, E., Dayan, D., & Motyl, P. (1981). Communications in the 21st Century: In Defense of Media Events. Organizational Dynamics, 10(2), 68–80. https://doi.org/10.1016/0090-2616(81)90033-4
Lobbying and advocacy : winning strategies, recommendations, resources, ethics and ongoing compliance for lobbyists and Washington advocates, Gelak, D. R., 2008
Marketing technologies : corporate cultures and technological change, Simakova, E., 2013
Ravi, B. K. (2018). Modern Media, Elections and Democracy. Sage Publications Pvt. Ltd.
Ruth Page, & Bronwen Thomas. (2011). New Narratives : Stories and Storytelling in the Digital Age. University of Nebraska Press.
Wolfgang Mühlberger, & Toni Alaranta. (2020). Political Narratives in the Middle East and North Africa : Conceptions of Order and Perceptions of Instability. Springer.
Yanica Dimitrova. (2019). Corporate Culture Change Management. Economic Alternatives, (2), 296. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.nwe.eajour.y2019i2p296.312

Recommended Additional Bibliography

A history of communications : media and society from the evolution of speech to the Internet, Poe, M. T., 2011
Analyzing elections, Morton, R. B., 2006
Stephen White. (2011). Elections Russian-Style. Europe-Asia Studies, (4), 531. https://doi.org/10.1080/09668136.2011.566423
Walaski P. (2011). Risks and Crisis Communications: Methods and Messages. John Wiley & Sons Incorporated.
Young, A. (2014). Brand Media Strategy : Integrated Communications Planning in the Digital Era (Vol. Second edition). New York: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=997448

Authors

ULDANOV ARTEM ALEKSANDROVICH
MYASNIKOV STANISLAV ALEKSANDROVICH

Course Syllabus