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Communication Advisory

Code 14829
Year 1
Semester S2
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 aimed to endow students with generic and specific competences essentials to the entry in the labour market and/or to carry out a scientific research.
Develop the skills to investigate a particular organizational communication problem, in a critical and innovative way. Defend the importance of the ‘Communication Consultancy’ function in an organisation. To be able to clearly distinguish the strategic function of communication when establishing relations with different publics; and know to apply the acquired knowledge about press relations and the mix of communication techniques to simulate the implementation of a communication plan. Simultaneously, it is aimed that master students enhance the critical sense in relation to the ethics and deontological questions of this professional domain.
Syllabus 1. Introductory questions
2. Professionalism and ethical codes
3. Media relations: theoretical foundation
4. Information management tools
5. Models of communication diagnosis in public relations and organizational communication
6. Planning and evaluation of communication strategies

Main Bibliography CUTLIP, Scott M. e Center, A. (2000). Effective public relations. Nova Jérsia: Prentice-Hall.
GONÇALVES, G. (2010). Introdução à teoria das relações públicas. Porto: Porto Editora,
Colecção Comunicação.
GRUNIG, J.E. e HUNT, T. (1984). Managing public relations. Nova Iorque: Holt, Rinehart &
KUNSCH, Margarida M. (2002). Planejamento de relacoes públicas na comunicação integrada.
São Paulo: Summus Editorial.
LAMPREIA, J. Martins (1996). O serviço de imprensa nas relações públicas. Lisboa: Pub. Europa-
SOUSA, Jorge Pedro (2004). Planificando a comunicação em relações públicas. Florianópolis:
Secco e Letras Contemporâneas.
TENCH, R. e YEOMANS, L. (2006). Exploring Public Relations. Harlow: Prentice Hall.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-21

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