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Public Relations

Code 14251
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 stakeholders. Identify the ethical issues underlying the communication of organizations; Analyze and synthesize scientific references; Prepare assignments which result from a proper organization and planning group work; Communicate ideas, problems and solutions, resulting from the activities of analysis, synthesis and reflection carried out in individual and group work.
Syllabus I. The theoretical foundation of Public Relations
1. The pioneers of strategic communication
2. The (in)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 media relations
3. PR and crises communication
Main Bibliography GONÇALVES, Gisela (2010), Introdução à teoria das relações públicas, Porto Editora, Porto.
GRUNIG, J.E. e Hunt, T. (1984), Managing Public Relations, Holt, Rinehart & Winston, USA.
HEATH, R. L. (ed.) (2001), Handbook of public relations, Sage, Thousand Oaks, CA.
SOLANO FLETA, L. (1999), Tratado de Relaciones Publicas, Ediciones Gestión 2000, Barcelona.
SOUSA, Jorge Pedro (2003), Planeamento da Comunicação – na perspectiva das relações publicas.
Disponível em
TENCH, R. e Yeomans, L. (2006) Exploring Public Relations, Prentice Hall, Harlow.
WESTPHALEn, Marie-Héléne (s/d), A Comunicação na Empresa, Rés-Editora, Lisboa.
Teaching Methodologies and Assessment Criteria Given the theoretical-practical specificity of this course, the evaluation criteria are the following:
1. Realization of a written evaluation test. 40%
2. Field research work (group - 2 to 4 people). 50%
3. Summary of an entry from the Encyclopedia of Public Relations (individual) 10%.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-20

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