Public Relations
Code
711011071
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
6
Teacher in charge
Rogério Ferreira de Andrade
Weekly hours
4
Teaching language
Portuguese
Objectives
This curricular Unit may offer students the opportunity to:
a). Situate public relations both in organizational communication and organizational studies fields;
b). Build a global view of public relations as a strategic function of the organizations management;
c). Learn the history, theoretical principles, conceptualizations, and models of public relations;
d). Analyze and apply public relations strategies, techniques, and professional routines;
e). Improve written speech skills for different strategic and operational public relations media.
Prerequisites
None.
Subject matter
1. Public relations, strategic communication and organizational studies;
2. Theoretical principles, history, models, and core issues of public relations;
3. Public relations strategies, programs and campaigns;
4. Organizing public relations function and practitioners role
5. Public relations practices and case studies
Bibliography
PHILIPS, David; YOUNG, Philip (2009, 2nd edition), On-line public relations: A practical guide to developing an online strategy in the world of social media, Kogan Page;
CUTLIP, Scott M.; CENTER, Allen M.; BROOM, Glen M. (2005, 9ª edição), Effective public relations, Prentice-Hall;
HEATH, Robert (2001) (ed), Handbook of public relations, Sage Publications;
GRUNIG, James E. (1992) (ed), Excellence in public relations and communication management, NJ: Lawrence Erlbaum Associates;
HUNT, Todd; GRUNIG, James E. (1994), Public relations techniques, Harcourt Brace College.
Teaching method
Theoretical: oral and interactive explanation of contents, including case studies;
Practical: spoken and written techniques for strategic and operational public relations media; strategies and campaigns in different development phases; professional routines simulation; contacting public relations practitioners in classroom or organizations.
Evaluation method
Theoretical and applied research of a core public relations issue: 40%
Written speech exercises (in classroom): 15%
Qualifying test: 45%
Final examination.