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	It is expected that students acquire the theoretical foundations to understand the power and responsibility of Public Relations in society and also, the practical and critical skills to develop strategies for communication and public relations in organizations. In particular, with this UC, the student will - understand the importance of Public Relations and its functions in organisations and society; - develop knowledge and skills needed for research and diagnosis of communication problems in organizations and the planning of strategies for internal and external public relations; - identify and reflect on the ethical issues underlying the communication of organisations in the public space; - exercise reflective capacity in critical analysis of practical cases of Public Relations, from specialized literature.
Syllabus	1.The Public Relations context 1.1 The (in)definition of Public Relations 1.2 The Genesis of Public Relations 1.3 Conceptual and Disciplinary Boundaries 1.4 Ethics and Professionalism 2. Theoretical foundations 2.1 Bernays Inheritance 2.2 Systemic Theories of Public Relations 2.2.1 The four models of Public Relations 2.2.2 The theory of excellence 2.2.3 The mixed motivation model 2.3 Rhetorical perspectives 2.4 The critical school of Public Relations 3. Strategic Public Relations 3.1. Strategic planning 3.1.1. Research and diagnosis 3.1.2. Planning, communication and evaluation 3.2 Public Relations Publics 3.3 Internal and External Communication: Public Relations techniques and actions 3.4 Crisis 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 http://www.bocc.ubi.pt/pag/sousa-jorge-pedro-planeamento-comunicacao.pdf 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.