Class Public Relations Workshop

Based on the main axioms of Organisational Communication and Strategic Communication, in particular, the Course Unit (CU) approaches Public Relations (PR) from a perspective of complementarity with other disciplines and professional practices. It is an eminently practical CU, so students will be called upon not only to develop strategic PR plans, but also to monitor and reflect on actions in the field of Communication today.

Not applicable

1 - The profile of the Public Relations (PR) professional: Ethics and professional conduct; Skills. 2 - Specialisations in PR. 3 - Diagnosis of communication problems between an organisation and its audiences: Information gathering; Rules for problem formulation;Problem tree development. 4 - Communication action plan: Methodology for developing a PR action plan; Research and identify corrective PR actions for diagnosed problems; Predict the impact of proposed PR actions on resolving diagnosed problems. 5 - PR action planning matrix: Activities to be implemented and their budgeting; Results to be achieved and verification indicators; Definition of the plan's objective and implementation indicators; Assumptions for achieving results. 6 - Implementation of a PR plan in a real work context with production of results: newsletter, press release, event promotion, flyer, etc.

The initial twenty hours of the Curricular Unit will be dedicated to the exposition, demonstration and application of the program contents. The remaining hours will be dedicated to carrying out a Public Relations plan in a real work context, supported by good Public Relations practices and producing specific results in this area. The classes will function as if they were a Public Relations Office.

Austin, E., & Pinkleton, B. (2001). Strategic public relations management: Planning and managing effective communication programs. Lawrence Erlbaum. Dreyer, B. (2021). Teoria e prática de relações públicas: uma metodologia para diagnosticar e obter resultados com relacionamentos. Summus. Figueira, A. (2018). Nivelar os pratos da balança (...). Tese de Doutoramento. UMinho. Gomes, A. S., Ruão, T. (2024). As marcas pessoais nos estudos de ciências da comunicação. In E. Costa e Silva, N. Mandolini, P. Chamusca, & R. Granja (Eds.), Desafios de investigação em ciências sociais: A relevância social e científica nos projetos de doutoramento. Atas das X Jornadas Doutorais do CECS (pp. 122-148). CECS. Pérez, R. (2012). El estado del arte en la comunicación estratégica. Mediaciones Sociales, Nº 10, pp. 121-196. http://dx.doi.org/10.5209/rev_MESO.2012.n10.39684. Ruão, T. (2020). Comunicação enquanto estratégia. Comunicação Estratégica. A visão de 23 renomados autores em 5 países. Rede integrada