Theory of Public Relations
Part of this Programme
Applied Communications: Marketing, Advertising and Public Relations
Level of Qualification|Semesters|ECTS
Bachelor | Semestral | 6
Year | Type of course unit | Language
1 |Mandatory |Português
Total of Working Hours | Duration of Contact (hours)
150 | 60
Recommended complementary curricular units
Prerequisites and co-requisites
Program content (1000 characters available): 1. Theoretical framework of the UC 1.1 Definition of Public Relations 1.2. Public Relations Objectives 1.3 Areas of Public Relations activity 2. Public Relations Public Relations 2.1. The internal and external audiences 2.2. The public according to the criterion of proximity 2.3. Different public frameworks according to the following authors: Cleuza Gimenes; Grunig; Quirke. 3. History of Public Relations 3.1. Its evolution in Portugal 4. The theoretical models of the history of Public Relations. 5. The different roles and roles of PR. 5.1. The profession in Portugal and its different interpretations: "public relations", "organizational communication" or "business communication". 5.2. The role of Press Advisor
This Course Unit aims to equip students with the essential knowledge about Public Relations Theory that are important to the bases of the profession. The evolution of PR theories shapes this area of activity today.
Knowledge, abilities and skills to be acquired
In this curricular Unit it is intended that the students acquire the theoretical knowledge related to the bases of the Public Relations. Students must acquire the ability to distinguish Public Relations from other areas such as Marketing and Advertising and at the end of the semester they should be able to distinguish the different ways of acting according to the different audiences of the organizations.
Teaching methodologies and assessment
The methodologies include an individual written test (55%), a practical group work (40%) and, finally, attendance as well as exercises performed in a classroom environment (5%).
Scott, D. (2008). As novas regras de Marketing e Relações Públicas. Porto Editora.
Cabrero, J. e Cabrero, M. (2001). O livro de Ouro das Relações Públicas. Porto Editora. Porto
Grunig, J. E., & Grunig, L. A. (2008). Excellence theory in public relations: Past, present, and future. In Public relations research (pp. 327-347). VS Verlag für Sozialwissenschaften.
Cutlip, S. M. (2013). Public relations history: From the 17th to the 20th century: The antecedents. Routledge.
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public relations review, 28(1), 21-37.
Gonçalves, G. (2010). Introdução à Teoria das Relações Públicas. Porto Editora