Class Strategic Communication and Advisory

The Master's Degree in Strategic Communication and Public Relations prepares professionals for emerging paradigms in Organisational Communication (OC), Strategic Communication (SC) and Public Relations (PR), resulting from the continuous convergence flows generated by globalisation.

Not applicable

1. Framework of CO, CE and AI; 1.1. Purposes and objectives; 1.2. Ethics and Social Responsibility (SR). 2. Emerging Theories 2.1. The New Strategic Theory: Communication, Strategy and Consensus. The social matrix of the 21st century; 2.1.1. Strategising - Human Elective-Strategic Processes; 2.2. Communication Theory for CE. 3. Communication Strategy and Resources. 4. The CE process: Conceptualise; Plan; Implement; Monitor; Evaluate; Adjust. 5. AI, relevance, context, best practices; 5.1. Tools for communicating with journalists; 5.2. Monitoring and clipping. 6. Crisis communication.

The following teaching and learning methodologies will be used within the scope of the course: - Presentation of support slides in electronic format; - Group discussion, moderated by the teacher, where participation, interaction and group dynamics will be developed; - Case studies.

Falkheimer, J. (2014). The power of strategic communication in organizational development. International Journal of Quality and Service Sciences, 6(2/3), p. 124- 133. Figueira, A. (2018). Nivelar os pratos da balança (... . Tese de Doutoramento. Universidade do Minho. Hallahan, K., Holtzhausen, D., van Ruler, B. & Vercic, D. (2007). Defining strategic communication. International Journal of Strategic Communication. 1(1), pp. 3-35. Kunsch, M. (2018). A comunicação estraté¿gica nas organizaç¿ões contemporâneas. Media & Jornalismo. 18(33). Mateus, S. (2022). Manual Prático de Assessoria de Imprensa. LABCOM Moreira, L. (2025). O papel da comunicação estratégica na construção da reputação corporativa em tempos de crise. Empresa & Sociedad. 9. Pérez, R., Massoni, S. (2009). Hacia una teoría general de la estrategia. Ariel. Pérez, R. (2012). El estado del arte en la comunicación estratégica. Mediaciones Sociales, Nº 10, pp. 121-196.