Public Relations

Code	16975
Year	2
Semester	S1
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Communication Sciences
Entry requirements	N/A
Learning outcomes	The learning objectives are as follows: 1. Understand the importance of Public Relations and their roles in organizations and society; 2. Develop the knowledge and skills necessary for researching and diagnosing communication problems in organizations and planning internal and external Public Relations strategies; 3. Identify and reflect on the ethical issues underlying organizational communication in the public sphere; and 4. Exercise reflective capacity in the critical analysis of practical Public Relations cases, based on specialized literature.
Syllabus	1. The Context of Public Relations 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. The Legacy of Bernays 2.2. Systemic Theories of Public Relations 2.2.1. The 4 Models of Public Relations 2.2.2. The Excellence Theory 2.2.3. The Mixed-Motivation Model 2.3. Rhetorical Perspectives on Public Relations 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. The Publics of Public Relations 3.3. Internal and External Communication: Techniques and Public Relations Actions 3.4. Crisis Communication
Main Bibliography	Bernays, E. (2024). Propaganda. Zigurarte. Castillo-Esparcia. A. (2010). Introducción a las Relaciones Publicas. Instituto de Investigación en Relaciones Publicas. Gonçalves, G. (2010). Introdução à Teoria das Relações Públicas. Porto Editora. Gonçalves, G. (2013). Ética das Relações Públicas. MinervaCoimbra. 244p. Gonçalves, G. (2015). Teorias de Relações Públicas: Da visão sistémica à radical. In S. Spínola, S., N. Brandão & M. N. Portugal, M. N. (Eds.), Relações Públicas e Comunicação Organizacional: Desafios da Globalização (pp. 67-86). Escolar Editora. Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston. Heath, R. L. (2001). Handbook of Public Relations. Sage. Solano Fleta, L. (1999). Tratado de Relaciones Publicas. Ediciones Gestión 2000. Sousa, J. P. (2003). Planeamento da Comunicação na perspectiva das relações públicas. Biblioteca Online de Ciências da Comunicação. 228p.
Language	Portuguese. Tutorial support is available in English.