Public Relations

Recommended Prerequisites

Not applicable.

Teaching Methods

The lectures, enriched with the analysis and discussion of case studies, are the two main pillars of the methodology. In addition, there will be some open classes attended by journalists. The respective guest speaker will approach from concrete situations experienced by itself, on a topic agreed upon with the teacher, but having always problematic backdrop shown in the program of this course.

Learning Outcomes

Produce an overview of contemporary Public Relations, the nature of communication and the role of the media. Give to the students a perspectiv of the portuguese field of Public Relations and the main tools they need for being  a PR beginners.

Work Placement(s)

No

Syllabus

Overview about the Public Relations field.

Public Relations, Communication and Journalism.

The portuguese scene of the Public Relations

Media and Organizational Communication

Publishing production

Manage the entrepise representation and corporativ reputation.

Head Lecturer(s)

João José Figueira da Silva

Assessment Methods

Assessment
Exam: 100.0%

Bibliography

Botan, C. H. & Taylor, M. (2004). “Public relations: State if the field”, Journal of Communication, 54(4), pp. 645–661.

Duarte, J. (s.d.). From The Stockholm Accords to Communicative Equations: A Fresh Look to Public Relations Role in Network Organizations. Lisbon‘s Superior School of Mass Communication and Media Arts.

Grunig, J., Hunt, T. (2000). Dirección de Relaciones Públicas, Gestión 2000, Barcelona.

Gonçalves, G. (2010). Introdução à Teoria das Relações Públicas. Porto – Portugal: Porto Editora;

Gonçalves, G. (2010). “The image of public relations in Portugal. A self-monitoring problem or a structural problem?” Paper proposto à 3.ª Conferência Europeia de Comunicação ECREA.

Grunig, J. (2001). Two-way symmetrical public relations: past, presente and futures. In Handbook of public relations (pp. 11-30). Thousand Oaks: sage.

Kunsh, M. M. K. (1997). Relações públicas e modernidade: novos paradigmas na comunicação organizacional. São Paulo: Summus.