Strategic Communication and Public Policy - 2nd semester
Code
722011037
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Graça Rocha Simões
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
To deepen the issues of strategy and strategic communication in connection with public policy.
To deepen the understanding of the dynamis of the Public Sphere in a globalised society and the influence of communication strategies in the effects and impacts of public policies.
To develop analysis taking in mind the political, cultural, and economical environment in the definition, implementation and accountability of communication strategies of public policies.
Prerequisites
n.a.
Subject matter
Strategy and strategic communication as a tool at the service of public policies.
The professionals of strategic communication.
Political communication vs public policies communication.Politcs vs policy. Public Sphere in a globalised society. Strategic management and crisis management. The public policy process - agenda setting. Actors, agents, stakeholders, audiences, publics. Domestic (local, reagional and national) and international policies. International links and interactions, namely with EU policies and EU communication.
Bibliography
Bentele, Günter& Nothhaft, Howard (2010). \"Strategic Communication and the Public Sphere from a European Perspective\". International Journal of Strategic Communication, 4:93-116 .
Bergue, Sandro Trecastro (2013). “Gestão Estratégica e Políticas Públicas: Aproximações Conceituais Possíveis e Distanciamentos Necessários”. Contabilidade, Gestão e Governança - Brasília · v. 16 · n. 2 · p. 77 - 93 · mai./ago. 2013.
Castells, Manuel (2008). \"The New Pubic Sphere: Global Civil Society, Communication Networks, and Global Governance\". Annals, AAPSS, 616, March.
Cornish, Paul ;Lindley-French, Julian; York, Claire (2011). Strategic Communications and National Strategy - A Chatham House Report .
Hallahan, Kirk et al. (2007). “Defining Strategic Communication”. Int.Journal of Strategic Communication, 1: 1,3-35
Hill, Michael (2013). The Public Policy Process. England: Pearson Education Limited.
Rocha, J.A. Oliveira (2010). Gestão do Processo Político e Políticas Públicas. Lisboa: Escolar Editora.
Teaching method
In class teaching.
Theoretical framework and conceptual aspects (60%) and analysis of case studies (40%).
Classes will balance the theoretical exposition by the teacher and the active and critical participation by students, either individually either in team work based on specific assignments.
Evaluation method
40% on class evaluation; 60% final writen individual assignment and oral presentation.