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Learning outcomes |
This course is designed to prepare students for a career in communications consultancy, focusing on strategic, advisory and ethical practices within complex organisational contexts. The course integrates contemporary perspectives on strategic communication, public relations, marketing, digital contexts, crisis management and inclusive communication.
Adopting a fully applied approach, the course combines theory and critical analysis with real and/or simulated projects to prepare students for diverse professional contexts.
Learning objectives:
By the end of the course, students should be able to:
Understand communication consultancy as a strategic function that supports organisational decision-making.
• Apply diagnostic/formative, planning/strategic, implementation/tactical and evaluative models in strategic communication.
- Develop advisory proposals for real and/or simulated contexts (e.g. institutions, brands, social causes).
Integrate principles of inclusive PR.
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Main Bibliography |
Almansa, A. (2010). Assessorias de comunicação. Difusão Editora
Aronczyk, M., Edwards, L. & Kantola, A. (2017). Apprehending public relations as a promotional industry.Public Relations Inquiry, V6, IS 2, doi: 10.1177/2046147X17706411
Coombs, T. & Holladay, S. (2007). It’s not just PR: Public relations in society. Blackwell.
Coombs, W. T. (2007). Ongoing crisis communication: Planning, Managing, and responding (2nd ed.). Sage
Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto Editora.
Gonçalves, G (2013). Ética das Relações Públicas. Minerva.
Heath, R. (2010). The Sage handbook of public relations. Sage.
Holtzhausen, D., Fullerton, J., Lewis, & B. Shipka, D. (2021). Principles of strategic communication. Routledge.
Johnston, J. (2012). Media Relations - Issues and strategies, 2nd Edition. Routledge
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