| Code |
17478
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(45H)
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| Scientific area |
Communication Sciences
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Entry requirements |
.
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Learning outcomes |
This course is designed to prepare students for a career in communications consultancy, focusing on strategic, advisory and ethical practices within complex organisational contexts. The course integrates contemporary perspectives on strategic communication, public relations, marketing, digital contexts, crisis management and inclusive communication.
Adopting a fully applied approach, the course combines theory and critical analysis with real and/or simulated projects to prepare students for diverse professional contexts.
Learning objectives:
By the end of the course, students should be able to:
Understand communication consultancy as a strategic function that supports organisational decision-making.
• Apply diagnostic/formative, planning/strategic, implementation/tactical and evaluative models in strategic communication.
- Develop advisory proposals for real and/or simulated contexts (e.g. institutions, brands, social causes).
Integrate principles of inclusive PR.
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Syllabus |
1. Fundamentals of communications consulting
2. Communications diagnosis and audit
3. Strategic planning in consulting
4. Organisational communications, image and reputation
5. AI, consulting and ethics
6. Crisis and risk communications
7. Inclusive communications
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Main Bibliography |
Almansa, A. (2010). Assessorias de comunicação. Difusão Ed.
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 Sage
Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto Editora.
Gonçalves, G (2013). Ética das Relações Públicas. Minerva.
Hoffjann, O., Hoffstedde, K., & Jaworek, F. (2021). Ready for the unexpected: Theoretical framework and empirical findings on communication consulting. Journal of Communication Manageme
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
Ziegele, D., & Zerfass, A. (2024). The evolution of communication consulting: A long-term comparison of service quality in strategic communication. International Journal of Strategic Communication, 18(5), 445–468.
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Teaching Methodologies and Assessment Criteria |
This assessment has three moments, distributed as follows:
1st Critical review of article + class leadership (group work, during the month of April)
2nd Strategic Communication Days (group work, 12 May)
3. Application of case study in communication consulting (individual work, 9 June)
Weightings:
1st 20%
2nd 40%
3rd 40%
Class participation is mandatory, except in formally justified cases.
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Language |
Portuguese. Tutorial support is available in English.
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