Public Relations

Code	11736
Year	2
Semester	S1
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Communication Sciences
Entry requirements	N.A.
Mode of delivery	Face-to-face.
Work placements	n.a.
Learning outcomes	This CU is aimed to endow students with the theoretical and practical foundations of the field of persuasive and strategic communication in organizations. Acquire knowledge about the historical and theoretical foundations of PR; Develop the skills necessary for research and diagnosis of communication problems in organizations; Learn to plan, implement and evaluate policies and strategies of public relations with different groups of audiences.
Syllabus	I. The theoretical foundation of Public Relations 1. The pioneers of strategic communication 2. The definition of PR 3. The PR systemic foundation 4. The four models of public relations 5. Excellent public relations 6. The critical school of public relations 7. Ethics and professionalism II. The management process of public relations 1. PR research and problem diagnostic 2. Planning PR strategies 3. Implementing PR strategies 4. Evaluation and control of results III. Public relations in action 1. PR and internal communication 2. PR and corporate communication 3. PR and media relations 4. PR and crises communication
Main Bibliography	Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto: Porto Editora. Gonçalves, G. (2015). Teorias de Relações Públicas - da visão sistémica à visão radical. in S. Spínola, N. Brandão, M.N. Portugal (coord.). Relações públicas e comunicação organizacional : desafios da globalização. Lisboa: Escolar Editora Heath, R. (org.) (2005). Encyclopaedia of Public Relations. Thousand Oaks, CA: Sage Publications Kunsch, M. (2006). Planejamento e gestão estratégica de relações públicas nas organizações contemporâneas. UNIrevista, vol 1 (3) Sousa, J. Pedro (2003). Planeamento da Comunicação – na perspectiva das relações publicas. Disponível em http://www.bocc.ubi.pt/pag/sousa-jorge-pedro-planeamento-comunicacao.pdf Tench, R. e Yeomans, L. (2006). Exploring Public Relations. Harlow: Prentice Hall
Language	Portuguese. Tutorial support is available in English.