Class Public Relations Workshop

This curricular unit deals with Public Relations (PR) from the perspective of the application of recommended practices, framing them in an intervention logic that configures a project to improve communication between organizations and their different publics. Being a predominantly practical curricular unit, students will be challenged to develop PR plans that include diversified practices and that respond strategically to the resolution of communication problems identified both in practical cases and in a real context.

1 – The profile of the Public Relations (PR) professional:
Ethics and deontology;
Skills.
2 - Specialties in PR.
3 - Diagnosis of communication problems between an organization and its audiences:
Collection of information;
Problem formulation rules;
Troubleshooting;
Elaboration of the problem tree.
4 - Framework of communication actions:
Methodology for preparing the PR action framework;
Research and point out corrective PR actions for diagnosed problems;
Predict the impact of the proposed PR actions on the resolution of diagnosed problems.
4 - PR action planning matrix:
Activities to be implemented and their budget;
Results to be achieved and verification indicators;
Definition of the objective of the plan and execution indicators;
Assumptions for the achievement of results.
5 – Realization of a PR plan in a real work context with the production of results: newsletters, press releases, event promotion, flyers, etc.

The initial twenty hours of the Curricular Unit will be dedicated to exposition, demonstration and application of the syllabus. The remaining hours will be dedicated to carrying out a Public Relations plan in a real work context, supported by good Public Relations practices and with the production of specific results in this domain.
Classes will function as if they were a Public Relations Office.
As for the evaluation of the students, this will have two formats
1) - Continuous Assessment Scheme
The final evaluation will be calculated based on the following elements:
Frequency (40%) – April 24th – minimum 7 marks;
Public Relations Plan in a real context / Portfolio (60%) – due on June 26th – minimum 12 values.
2) - Final Assessment System
The final classification will be assigned taking into account:
Written exam (2 hours) – 100%
Classification obtained in a complementary oral test for students who obtained a classification between eight and nine and a half in the written exam.

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