Class Public Relations and Image

The Public Relations and Image present students with relevant theoretical support for the area of image, corporate identity and public relations (PR). Provides analysis tools as an overview of business activities but with a clear orientation to the PR perspective. On the other hand, supports the knowledge of image-related concepts such as identity and reputation while strengthening public relations actions in areas such as organizational culture and event organization.   Finally, this practical discipline, applies the main concepts to today's business world, so that students develop critical / analytical skills and be able to question different approaches.

Not applicable

What are Public Relations and its role in the communication mix. Public Relations as a contribution to organizational culture. Public Relations as a 360º communication area : Media Relations Public Affairs Crisis Management Notoriety Positioning Stakeholders Management Image and Corporate Identity Management Event Management The Public Relations Plan. Analysis of Public Relations actions.

Presence of invited members.

- Aaker, D. (2018). Creating signature stories: Strategic messaging that energizes, persuade and inspires. Morgan James Publishing.   - Burton, J.; Martinelli, D.; Pritchard, R. and Spaulding, C. (2018). Cases in public relations strategy. Sage Publications.   - Doorley, J., and Garcia, H. (2020). Reputation management: The key to successful public relations and corporate communication. Routledge.   - Melewar, T. and Skinner, H. (2018). Defining and delimiting the scope of the corporate identity construct. The Marketing Review, 18 (2), 115-129.   - Swann, P. (2019). Cases in public relations management: The rise of social media and activism. Routledge.