-
Presentation
Presentation
The objective of this subject is to develop an understanding of the theoretical-practical framework of Public Relations, the scope of the function, its role in the communication strategies of organizations in general, as well as to question its objective and place in the construction of the Organization's Image and Identity. . It is intended to make students aware of the application areas and specific problems, while providing them with conceptual and technical tools in their various aspects. The work developed also aims to make students aware of the need to evaluate and measure the effectiveness of actions in Public Relations and to point out trends in development using the new online media.
-
Class from course
Class from course
-
Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
-
Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
-
Code
Code
ULHT168-1675
-
Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
-
Professional Internship
Professional Internship
Não
-
Syllabus
Syllabus
1. Understand and assess the growing importance of Public Relations (PR)
Assess and develop the role of PR in the communication mix
Make use of different PR tools to communicate with different audiences
Understand how social media and the digital age have revolutionized PR
New media and PR – case studies
Applicability of PR practices to new media
New PR rules in the online world; New Media (Site, Blogs, Social Networks, Forums, Wikis)
The internet makes it easy for a PR campaign to go viral, buzz, word of mouse
2.The Public Relations Workshop program integrates knowledge of marketing strategies that increase your value.
In-depth study of how PR contributes to brand building:
What are brand strategies?
How to manage a portfolio of brands?
What is brand equity and how to build brand equity?
What are the challenges in building and sustaining strong brands?
-
Objectives
Objectives
At the end, the student will be able to determine the different fields of action of Public Relations and know how to act in each of the situations that arise, critically exploring the most appropriate tools and techniques to pursue the communication objectives of organizations, depending on of the publics in question, developing actions and formulating relevant messages. You should understand the functioning of being able to use the new technologies at your disposal and plan, budget, manage and control Public Relations actions, integrating them into the communication strategies of organizations.
-
Teaching methodologies and assessment
Teaching methodologies and assessment
The inovators methodologies to suport the teaching- learning process used are pratical and focused in real case studies
-
References
References
Principal
Botan C. & Sommerfeldt E. (2023). Public Relations Theory III, In the Age of Publics 1st Edition, Routledge.
Smudde P. (2023). Managing Public Relations, 2nd Edition, Routledge.
Amy Rosenberg (2021). A Modern Guide to Public Relations: Unveiling the Mystery of PR: Including: Content Marketing, SEO, Social Media & PR Best Practices.Veracity-Porland
Patrick De Pelsmacker, Maggie Geuens & Joeri Van Den Bergh. (2018). Marketing Comunications, 6th edition Pearson.
Kotler P., Armstrong G., Harris L., & Piercy N. (2017). Principles of Marketing. 7th European edition, Pearson.
Kotker P., Keller M., Brady M., Goodman T. Hansen T. (2016). Marketing Manager, Pearson.
Scott D. (2013) The New Rules of Marketing & PR,4th Edition, Willey.
Ryan D. (2017). Understanding Digital Marketing. Kogan Page
Tuten T. & Solomon M. (2014). Social Media Marketing. Pearson
GIACAGLIA C. (2012). Gestão Estratégica de eventos, CENGAGE
AAKER D. Brand Portfolio Strategy (2004) Free Press
-
Office Hours
Office Hours
-
Mobility
Mobility
No