သင်တန်းနှင့်ပတ်သတ်သော အချက်အလက်

Course topics: BLOCK I: PERSONAL BRAND AND STRATEGIC PRESENTATION • Week 1: The Lawyer as a Brand Why is a degree no longer enough? Lawyer archetypes (the expert, the fierce advocate, the advisor). Building a digital footprint: LinkedIn vs. reality. Output: Audit of one\'s own digital footprint and setting up a professional profile. • Week 2: Storytelling in Law – How to Sell an Argument People don’t remember sections or clauses; they remember stories. Story structure in legal filings. Emotional vs. rational appeal. Output: Transforming a boring legal opinion into an engaging story (300 words). • Week 3: Visual Presentation No more \"walls of text.\" How to create legal presentations that don’t put people to sleep (Canva, PowerPoint for pros). Visualizing data and processes so the client understands the invoice and the contract at first glance. Output: Creating a 3-slide presentation of a complex court ruling (case law). • Week 4: Body Language and the Psychology of First Impressions Power posing, gestures, and eye contact: on camera vs. in the boardroom. Dress code as a communication tool (Psychology of color and style). Output: Video analysis of a 1-minute introduction (\"Elevator pitch\"). BLOCK II: PR, MEDIA, AND PUBLIC SPACE • Week 5: Public Relations (PR) for Law Firms The difference between advertising and PR. How to become a quoted expert in the media. Writing \"media-friendly\" outputs: Press release vs. blog post. Output: Writing a commentary on a current legal topic for a mainstream daily newspaper. • Week 6: Media Training – The Lawyer on Camera How to handle a reporter’s \"ambush.\" Bridging techniques – how to pivot from an uncomfortable question back to your topic. Output: Simulated television interview on camera. • Week 7: Crisis Communication When the client (or the firm) makes a mistake. Timing the reaction (The Golden Hour). Honesty vs. confidentiality. How to save face without admitting guilt. Output: Preparing an initial statement during a simulated crisis. • Week 8: Social Media Legal cases in the era of Facebook and TikTok. Influencing public opinion during a trial. Ethics and risks of social media marketing. Output: Proposal for a communication campaign for a controversial legal case. BLOCK III: MARKETING, SALES, AND NEGOTIATION • Week 9: Marketing Legal Services and Client Acquisition Understanding the Customer Journey. Pricing as a communication tool (Why is a cheap lawyer suspicious?). Output: Proposal of a marketing package for a new law firm. • Week 10: The Art of \"Pitching\" – How to Win a Client The business meeting: From \"small talk\" to signing the contract. Identifying client needs through questioning. Output: Simulation of a business meeting with a demanding client. • Week 11: Negotiation as a Communication Dance Psychological tricks in negotiation (Price anchoring, silence as a weapon). Handling an aggressive opponent and emotional intelligence. Output: Pair negotiation on the terms of an out-of-court settlement. • Week 12: Integrated Campaign Final project presentations. Simulation: The student must present a legal solution to a client, defend it before the media, and resolve a crisis question from the audience.

Supervisors and educators:
prof. PhDr. JUDr. Tomáš Gábriš, PhD. - Zabezpečuje, Hlavný garant
JUDr. Ingrid Lanczová, PhD. - Skúšajúci, Zodpovedný za elearning, Kogarant
Ing. Jana Koprlová, PhD. - Kogarant, Schvaľujúci zápis

Code: XNKVb009

Period: ZS

Credits: 4