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Class Theory of Public Relations

  • 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.
  • Code

    Code

    ULHT168-1675
  • 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

     

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