Class Public Relations Workshop

The objective of this course is to analyze and discuss specific cases in the field of PR. Develop an understanding of the practical framework of Public Relations, the scope of the function, its role in communication strategies, as well as understanding its place in the construction of the Organization's brand and Identity. It is intended to make students aware of the application areas and specific problems, while addressing issues of PR practice, and providing them with 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 the development of this function in the digital age.

1, Understand and appreciate 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 Atelier program integrates the knowledge and management of brand elements with marketing strategies that increase its value. Brand management within the organization is a way of creating opportunities for growth and long-term profitability and Public Relations helps to achieve this objective.

In-depth study of how PR contributes to brand building

The innovative methodologies to support the teaching-learning process used are of a practical nature for applying PR in the construction of real brands

Botan C. & Sommerfeldt E. (2023). Public Relations Theory III, In the Age of Publics 1^st 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

Ryan D. (2017). Understanding Digital Marketing. Kogan Page

Tuten T. & Solomon M. (2014). Social Media Marketing. Pearson

Strauss J. Frost R. (2013). E-Marketing. Seventh Edition, Free Press

GIACAGLIA C. (2012). Gestão Estratégica de eventos, CENGAGE

AAKER D. Brand Portfolio Strategy (2004) Free Press