Class Public Relations Workshop

  • Presentation


    The aim of this course is to analyze and discuss concrete cases in the field of PR. Develop 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 building the brand and Identity of the Organization. It is intended to make students aware of the application areas and specific problems, while issues of PR practice are addressed, and tools are provided in their various aspects. The work carried out also aims to make students aware of the need to evaluate and measure the effectiveness of actions in Public Relations and point out trends in the development of this function in the digital age.

  • Code


  • Syllabus


    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

  • Objectives


    At the end, the student will be able to plan, develop and execute PR campaigns. Knowing how to use new media as effective tools for an integrated PR plan. 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 for the pursuit of objectives, depending on the public in question, developing actions and formulating relevant messages . You should understand how it works and be able to use the new technologies at your disposal and plan, budget, manage and control Public Relations actions, integrating them into communication strategies.

  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    Individual and group work during the workshops;
    Search on the Internet;
    Theoretical introduction to each of the themes to be developed;
    Reflection on practical cases presented and proposals for action.

    Written attendance at the end of the semester (60%). A group work: Brand building campaign using PR tools (brand selected by students), (30%). And daily oral participation in the classroom (10%).
    Note: Minimum of 7 values in frequency for the student to be able to have continuous assessment


  • References


    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


  • Office Hours

    Office Hours

    Nome do docente  

    Horário de atendimento



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