| Code |
16995
|
| Year |
3
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
OT(15H)/TP(45H)
|
| Scientific area |
Cultura
|
|
Entry requirements |
N.
|
|
Learning outcomes |
The course aims to: understand the main trends and approaches in contemporary communication consultancy; develop critical awareness of current issues in strategic communication through the articulation of theoretical and applied knowledge; and practice strategic communication planning skills using case studies in the cultural field. Students are expected to be able to design new projects, investigate cultural communication issues, and manage cultural initiatives by integrating practices of communication consultancy and cultural consultancy. These objectives are achieved through laboratory-based classes, collaborative work, and the comprehensive application of knowledge in the production and delivery of a cultural event open to the public, allowing the consolidation of learning outcomes.
|
|
Syllabus |
1. Foundations of cultural and communication consultancy
– definitions, ethics and profession; roles and functions of consultancy; classical theoretical models.
2. Cultural projects: design and planning
– structure and guidelines of a cultural project; analysis of publics and stakeholders; communication diagnosis and cultural audit; planning phases (formative, strategic, tactical, and evaluative).
3. Tools and practices of consultancy
– media relations (press office, press releases, media training); digital communication and new media; internal communication and event organization; social responsibility, sponsorship, and patronage.
4. Application in the event “Elas ao Som da Fábrica”
– preparation of the pre-project and pitch presentation; logistical, communicational, and financial preparation; event execution and performance analysis.
5. Evaluation
– indicators of cultural and communication effectiveness; social and artistic impact; critical self-assessment and final synthesis
|
|
Main Bibliography |
Bakir, V., Herring, E., Miller, D., & Robinson, P. (2019). Organized persuasive communication: A new conceptual framework for research on public relations, propaganda and promotional culture. Critical Sociology, 45(3), 311–328.
Camarero Izquierdo, C., & Garrido Samaniego, M. J. (2004). Marketing del patrimonio cultural. Madrid: Ediciones Pirámide.
Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto: Porto Editora.
Kunsch, M. M. (2006). Planejamento de relações públicas na comunicação integrada (3.ª ed.). São Paulo: Summus.
Smith, R. D. (2020). Strategic planning for public relations (5th ed.). New York: Routledge.
Tombleson, B., & Wolf, K. (2017). Rethinking the circuit of culture:How participatory culture has transformed cross-cultural communication. Public Relations Review, 43, 14–25.
Ziakas, V. (2014). Event portfolio planning and management: A holistic approach. New York: Routledge
|
|
Teaching Methodologies and Assessment Criteria |
Continuous assessment is organized into four moments distributed throughout the semester:
(25%) Class question (30/09 and 04/11);
(30%) Pre-project (21/10);
(25%) Event production “Elas ao Som da Fábrica” (by 08/12);
(20%) Event implementation “Elas ao Som da Fábrica” (09/12).
Attendance is mandatory: one unjustified absence results in immediate failure. The use of artificial intelligence tools for consultation — and not for final texts — is permitted, provided that the respective prompts are indicated.
|
|
Language |
Portuguese. Tutorial support is available in English.
|