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Presentation
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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULHT24-1-7048
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
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 audiencesUnderstand 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 mouse2. 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
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Objectives
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.
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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.Evaluation:
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
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References
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
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Office Hours
Office Hours
Nome do docente
Horário de atendimento
Sala
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Mobility
Mobility
No