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Public Relations

Code 14686
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, 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
Tench, R. e Yeomans, L. (2006). Exploring Public Relations. Harlow: Prentice Hall
Teaching Methodologies and Assessment Criteria 1. Written assessment test. 40%
2. Field research work (group - 2 to 4 persons). 50%
3. Continuous assessment. (10%): 6 (six) class summaries (with theoretical basis in the bibliography of the UC) + discussion of a practical case in the classroom.

Language Portuguese. Tutorial support is available in English.
Last updated on: 2023-10-10

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