Public Relations
| PUBLIC RELATIONS | |
|---|---|
| State code | 6531JX006 |
| Faculty | Faculty of Business Management |
| Study field | Communication, J10 |
| Qualification | Professional Bachelor’s Degree in Social Sciences |
| Form and duration of studies | Full-time studies, 3 years |
| Credits | 180 |
| Study plans | Full-time studies Degree Course 2026 Degree Course 2024-2025 |
| Structure of the Competitive Admission Score Public Relations | |||
| No. | Subject | Coefficient | Type |
| 1. | Lithuanian Language and Literature | 0,4 | State Examination |
| 2. | History or Informatics (Information Technologies), or Geography, or Foreign Language, or Economics and Entrepreneurship | 0,2 | State Maturity Examination or Annual Grade |
| 3. | Any other subject not matching 1, 2, and 4* | 0,2 | State Maturity Examination or Annual Grade |
| 4. | Foreign Language | 0,2 | State Examination |
Minimum Admission Requirements for Vilnius University of Applied Sciences
Career Prospects
Graduates of the Public Relations study programme may work as public relations consultants, project managers or their assistants, integrated communication specialists, or in similar roles within public relations agencies, communication agencies, and the public relations (communication) departments of institutions and companies. Graduates of the Public Relations study programme may continue their studies in university-level study programmes.
Learning Outcomes
It is expected that graduates of the programme will be able to:
- A1. Able to apply fundamental concepts and principles of communication and public relations in professional activities at local, national, and global levels.
- A2. Able to apply the principles of operation of communication and public relations regulatory and self-regulatory systems.
- B1. Able to investigate and analyze the social environment and formulate conclusions based on data analysis.
- B2. Able to conduct communication research, systematize and analyze primary and secondary empirical data, and provide recommendations relevant to organizational communication.
- C1. Able to critically evaluate and independently create public relations content in text, speech, and visual formats, using appropriately selected communication channels for different target audiences.
- C2. Able to plan, implement, and evaluate public relations communication plans, taking into account the needs of organizations, communities, and target audiences.
- C3. Able to adhere to data protection, copyright, related rights, and professional ethics standards, ensuring the protection of creators’ and users’ rights in professional practice.
- D1. Able to communicate effectively, both orally and in writing, with specialists from various fields and stakeholders in the national and foreign languages, and to work professionally individually and in teams, adapting smoothly to multicultural work environments.
- D2. Able to apply principles of professional ethics, social justice, citizenship, and sustainability in the professional environment.
- D3. Able to collaborate creatively, solve problems and conflicts, and manage human, time, and financial resources in a professional public relations context.
- E1. Able to engage in lifelong learning, pursue personal growth, and improve professional competencies.
- E2. Able to analyze the impact of one’s activities and their outcomes on society, economy, culture, well-being, and the environment, navigate the professional environment, and adapt to changes.
Full-time studies
Degree Course 2026
| 1st semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Communication and Public Relations Theories | 6 | E |
| Internal and External Communication | 5 | P |
| Communication Psychology | 3 | E |
| Professional Foreign Language 1 | 5 | E |
| Principles of Marketing | 4 | E |
| Organizational Management | 4 | E |
| Communication and Marketing Law | 3 | E |
| 2nd semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Intercultural Communication and Networking | 4 | E |
| Specialty Language | 3 | E |
| Public Speaking | 3 | E |
| Creative Writing | 4 | E |
| Visual Communication | 4 | E |
| Communication Planning in the Media Ecosystem | 7 | P |
| Professional Foreign Language 2 | 5 | E |
| 3rd semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Political Communication | 4 | E |
| Communication Data Management | 4 | E |
| Sustainability and Business Ethics | 4 | E |
| Sociology and Research Methodology | 5 | E |
| Mass Communication and News Management | 5 | P |
| Individual and Organizational Creativity | 3 | E |
| Free elective courses | Credits | Evaluation* |
| Free Elective Course 1 | 5 | E |
| 4th semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Professional Internship | 20 | P |
| Media Relations | 4 | E |
| Crisis Communication | 3 | E |
| Opinion Leaders and Opinion Formation | 3 | E |
| 5th semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Organizational Identity, Image and Reputation | 6 | P |
| Integrated Communication Project and Budget Management | 7 | P |
| Propaganda and Information Warfare | 6 | E |
| Business Etiquette and Protocol | 3 | E |
| Labour Protection and Civil Security | 3 | E |
| Free elective courses | Credits | Evaluation* |
| Free Elective Course 2 | 5 | E |
| 6th semester (30 credits) | ||
| Compulsory courses | Credits | Evaluation* |
| Graduation Internship | 20 | P |
| Graduation Thesis | 10 | GT |
The elective module is formed by students choosing from a list of offered elective subjects and modules.
* Evaluation:
E – exam,
P – project.
Full-time studies
Degree Course 2024-2025
| 1st semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Introduction to Public Relations (Communication Theories, Intellectual Property Law, Public Relations Theories, Business Psychology) | 10 | E |
| Contemporary Media (Media Ecosystem, Media Relations, Mass Communication) | 10 | E |
| Organizational Management (Organizational Management, Organizational Behaviour, Marketing) | 10 | E |
| 2nd semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Communication (Intercultural Communication and Networking, Professional Language, Public Speaking) | 10 | E |
| Public Relations Content Creation (Copywriting / Message Development, Fundamentals of Semiotics, Visual Communication Expression Tools) | 10 | P |
| Organizational Communication (Internal and External Communication, Crisis Communication, Image and Reputation Management) | 10 | P |
| 3rd semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Social Networking (Social Media, Genres of Communication in Social Media, Social Media Management and Monitoring) | 10 | P |
| Public Opinion Construction (News Management, Opinion Leaders and Public Opinion Formation, Sociology) | 10 | P |
| Business Foreign Language | 10 | E |
| 4th semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Sustainable Development (Sustainable Development and Social Responsibility in Communication, Business Ethics and Etiquette, Labour Protection and Civil Security) | 10 | E |
| Professional Internship | 20 | P |
| 5th semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Propaganda Theory (Types and Technologies of Propaganda, Information Attacks and Warfare, Political Communication) | 10 | E |
| Public Relations Projects (Research Methodology, Project Management, Individual and Organizational Creativity) | 10 | P |
| Elective Module (Free Elective Module) | 10 | E |
| 6th semester (30 credits) | ||
| Mandatory Module | Credits | Evaluation* |
| Graduation Internship | 20 | P |
| Graduation Thesis | 10 | GT |
The elective module is formed by students choosing from a list of offered elective subjects and modules.
* Evaluation:
E – exam,
P – project.