Learning through History

CityU in Slovakia teacher shares recent PR class trip to historical hotel

By Norka Shedlock, M.A.
Trencin campus faculty member, City University of Seattle in Slovakia

Public Relations Principles and Practices (COM 313) is a Bachelor of Science in Business Administration (BSBA) elective class that introduces students to the fundamental theories and practical applications of public relations (PR), its functions in organizations as well as its integration into overall positive business practices and image building. Students explore concepts and theories related to PR management as well as apply theory to practice. One of the best ways to achieve some of these objectives is through a field trip experience.

In the emerging democracies of Central Europe, some of the newest members of the European Union and sites for some CityU European programs, PR is a relatively new sector of business development. In spring 2008, BSBA students enrolled in COM 313 in Trencin chose hotel management as a field site to observe these practices first hand.

Hosted by Alena Kalmova, marketing manager of the historical 4-star Hotel Tatra in Trencin, students toured the facilities, including the guest rooms, dining rooms, cafes, conference hall and business meeting room areas.

Situated at the foot of the 11th century Trencin Castle and overlooking an ancient Roman inscription from 179 AD, this Art Nouveau hotel, built in 1901, retains its turn of the century grandeur.

In addition to sampling delicacies from one of the three restaurants, these PR officers answered pertinent questions about how PR is part of the overall Hotel Tatra business strategies.

The class was impressed with Kalmova’s interpretation of PR. Student Miroslava Vaclarova commented that the experience was a real example of the information that one person must absorb along with the wide variety of responsibility.

Peter Kessley, another BSBA student, says the field trip gave him a chance to see behind the scenes of a hotel. He notes that while the hotel’s image is built on historical facts and tradition, industry officials can’t rely on those attributes alone to guarantee its success.

Classmate Jozef Vojtasko added that “hotels must offer exciting and entertaining programs for business clients to stay highly competitive.”

Field trips are planned each time this BSBA elective is offered. COM 313 students approach Slovak businesses to offer class tours to observe the importance of PR and how it builds and maintains a positive image and reputation in their respective business arenas.

Norka Shedlock is one of City U of Seattle in Slovakia’s native speaking American faculty. She worked in the PR and communications field for more than 25 years before coming to teach full-time in the BSBA and MBA programs for CityU’s European programs.