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Strategic Communication: Advertising and Public Relations
Communication Advisory

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	- Understand the importance of communication activities and media relations; - Understand the role of public opinion and opinion leaders; - Master techniques and tools for communicating with the media in different contexts; - Understand the importance of media relations in crisis management. This course aims to provide students with the generic and specific skills they need to enter the communication consultancy job market and carry out scientific research in this area of strategic communication.
Syllabus	1 . The field of communication consultancy 1.1 Industries and promotional cultures 1.2 Communication agencies and departments 1.3 Ethics and professionalism in advisory services 2. Public relations and the public sphere: theories and concepts 2.1 Identity, culture and reputation 2.2 Integrated communication, communication excellence and agile communication 2.3 Rhetoric, dialogic communication and power 3 . Media relations 3.1 The field of action of media relations: information sources and journalists 3.2 Press relations techniques and tools 3.3 From planning to strategic evaluation 4. Crisis communication and the media 4.1 Principles and phases of crisis management 4.2 Crisis communication strategies: image repair theory and situational crisis theory 4.3Theory of the rhetorical arena
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
Teaching Methodologies and Assessment Criteria	- Assignment 1 - Review of a work (individual work) - 30% - Assignment 2 - Interviews with communication advisors - 30% (Group work. Up to 3 students) - Assignment 3 - Case study - (Individual paper) - 40%- Analysis grounded in theory
Language	Portuguese. Tutorial support is available in English.