| Code |
17516
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| Year |
2
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
PL(25H)/TP(20H)
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| Scientific area |
Communication Sciences
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Entry requirements |
.
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Learning outcomes |
1. Understand the importance of Public Relations and its functions in organisations and society;
2. Develop the knowledge and skills necessary for researching and diagnosing communication problems in organisations and planning internal and external Public Relations strategies;
3. Identify and reflect on the ethical issues underlying organisational communication in the public sphere; and
4. Exercise reflective capacity in the critical analysis of practical Public Relations cases, based on specialised bibliography.
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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 theory of excellence
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. Public Relations audiences
3.3. Internal and external communication: Public Relations techniques and actions
3.4. Crisis communication
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Main Bibliography |
Bernays, E. (2024). Propaganda. Zigurarte.
Castillo-Esparcia. A. (2010). Introducción a las Relaciones Publicas. Instituto de Investigación en Relaciones Publicas.
Gonçalves, Gisela. (2010). Introdução à Teoria das Relações Públicas. Porto 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.
Sousa, J. P. (2004). Planificando a Comunicação em Relações Públicas. Letras Contemporâneas.
Tench, R., & Yeomans, L. (2006). Exploring Public Relations. Prentice Hall.
Westphalen, Marie-Héléne. (1991). A Comunicação na Empresa. Rés-Editora.
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Teaching Methodologies and Assessment Criteria |
Assessment is continuous, based on the following parameters:
A. Written exam (individual) (50% - 10/20)
B. Fieldwork (40%)
C. Participation (10%)
Note: the use of AI is only permitted for consultation and must be supervised by the lecturer.
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Language |
Portuguese. Tutorial support is available in English.
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