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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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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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