Public Relations

Year
0
Academic year
2022-2023
Code
01010626
Subject Area
Área Científica do Menor
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
Duration
SEMESTRIAL
ECTS Credits
6.0
Type
Elective
Level
1st Cycle Studies

Recommended Prerequisites

1. Good language skills;

2. General knowledge of journalistic genres and the Portuguese media landscape.

Teaching Methods

Classes will have a theoretical and practial dimension. The lectures will be complemented with the analysis of practical cases and problem-solving through the simulation of situations related to the activity of the press office. Some sessions will be enriched with the participation of advisors, to share their experience and discuss with students topics,challenges and problems that arise for the work of the press offices.

Learning Outcomes

1. The student must be able to understand, critically, the role and objectives of the press office, in the current communicational context;

2. The student must also master the fundamental work and communication strategies within the scope of the advisory, including the application of concrete action plans, taking into account the target audiences of each moment: media, stakeholders, etc.

3. Must understand the ethical and normative framework of an advisor's action;

4. Must acquire skills in terms of fluidity and effectiveness of communication.

Work Placement(s)

No

Syllabus

1. Press Office in the context of the current communication and media scenario;

2. The press officer:origins,affirmation and development. Press advisor or media advisor?

3. Press Office and Society: in politics, in companies, in non-business organizations, with the media;

4. Ethics and advice:

5. Infrastructure, organization and planning of a Press Office;

6. Applied advisory practices.

Head Lecturer(s)

Paula Cristina Campos Ribeiro

Assessment Methods

Assessment
Synthesis work: 15.0%
Resolution Problems: 25.0%
Frequency: 60.0%

Bibliography

Beirão, I., Caetano, J., Vasconcelos, M. Caetano, P. &  Vasconcelos, P. (2010). Assessoria de Imprensa. Coimbra: Angelus Novus.

Escudero, R. (2015). Comunicação pública: a voz do cidadão na esfera pública. Curitiba: EditoraAppris.

Figueira, J. (2017). A reputação das Organizações e os media. Os casos BES e Novo Banco. Covilhã: LABCOM. IFP, UBI.

Innerarity, D. (2019). Política para perplexos. Porto Editora.

Lloyd, J. & Toogood, L. (2015). Journalism and PR. London: I. B. Tauris.

Macnamara, J. ( 2014). Journalism & PR. NY: Peter Lang.

Martínez, A. A. (2011). Del gabinete de prensa al gabinete de comunicación. Sevilha: Comunicación Social, ediciones y publicaciones.

Murdock, G. (2018). Refeudalisation revisited: the destruction of deliberative democracy. Javnost-The Public, 25(1-2) 43-50.

Ribeiro, V. (2016). Assessores de imprensa e jornalistas. Lisboa: Edições Afrontamento.

Ribeiro, V. (2015). Os bastidores do poder. Coimbra: Almedina.