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Strategic Communication: Advertising and Public Relations
Fundamentals of Strategic Communication

Fundamentals of Strategic Communication

Code	17469
Year	1
Semester	S1
ECTS Credits	6
Workload	TP(45H)
Scientific area	Communication Sciences
Entry requirements	N/A
Learning outcomes	The learning objectives consist of: 1. Know the scientific fields that underpin the discipline of strategic communication and to define this discipline; 2. Know the main paradigms that structure strategic communication research and practice; 3. Know the theories of communication and media effects that underpin the field of strategic communication; 4. Understand how contemporary social theories influence the study of strategic communication; and 5. Develop and strengthen critical analysis skills within the field of strategic communication.
Syllabus	1. Introduction to the field of strategic communication 1.1 Genesis and definitions 1.2 Strategic communication and communication theories 1.3 Strategic communication as a scientific field 1.4 Levels of strategic communication management 2. Main paradigms of strategic communication 2.1 PR and Propaganda 2.2 Organisational Communication 2.3 Marketing Communication and Branding 2.4 Risk and Crisis Communication 3. Theories of communication and media effects 3.1 Agenda-setting 3.2 Framing 3.3 Uses and gratifications 3.4 Spiral of silence 3.5 Two-step flow 4. Strategic discourse, rhetoric and argumentation 4.1 Rhetoric and Communication 4.2 Argumentation 5. Social theories and strategic communication 5.1 Dewey, public space and publics 5.2 Habermas, the public sphere and communicative action 5.3 Castells, and the network society
Main Bibliography	Cornelissen, J. (2016). Corporate Communications. Sage. Deetz, S. (2010). Comunicação Organizacional: fundamentos e desafios. In M. Marchiori (Org.), Comunicação e organização (pp. 83-101). Difusão. Falkheimer, J. & Heide, M. (2023). Strategic Communication. An Introduction to Theory and Global Practice. Routledge. Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D. & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication (1): 3-35. Ihlen, O. & Fredriksson, M. (Ed) (2019). Public Relations and Social Theory Key Figures, Concepts and Development. Routledge. Mateus, S. (2018). Introdução à retórica no Século XXI. LabCom. van Ruler, B. (2018). Communication Theory: An Underrated Pillar on Which Strategic Communication Rests. International Journal of Strategic Communication, 12(4), 367–381. Veríssimo, J. (2021). A publicidade e os cânones retóricos: Da estratégia à criatividade. LabCom. Weston, A. (1996). A arte de argumentar. Gradiva.
Language	Portuguese. Tutorial support is available in English.