Class Theory of Public Relations

This Public Relations Theory course unit encompasses a broad and dynamic field of action, focused on the strategic management of communication between organizations and their publics. The area of activity includes the construction and maintenance of organizational image and identity, mediation of relations with the press, crisis management, and the use of new media for effective communication. The domains of intervention include the creation of integrated communication strategies, the development of PR campaigns, the preparation of press releases, the monitoring of media coverage, and training in media training. The relevance of this course unit within the study program is fundamental, as it equips students with essential theoretical and practical knowledge for implementing efficient and innovative communication strategies, preparing them to address contemporary challenges in Public Relations within the organizational context.

Not applicable

Definition of Public Relations Historical Approach to Public Relations Public Relations Models According to James Grunig Agenda Setting Theory; Digital Communication; Relational Public Relations Various Types of Events Press Office Press Releases; Clipping; Press Kit; Media Training Understanding the Role of Public Relations (PR) in Communication The Importance of PR in Brand and Identity Building Strengths and Weaknesses of PR and the Challenges They Face Distinguishing Various Target Groups and PR Functions Different Types of PR: Internal, External; Corporate and Marketing PR Tools and Channels Choosing PR Budgeting Techniques How to Measure PR Effectiveness Crisis Communication and Its Early Preparation Marketing Public Relations - PR and Integrated Communication Steps of a Public Relations Plan and Its Development New PR Rules in the Online World; New Media (Website, Blogs, Social Networks, Forums, Wikis) Online PR Campaign: How It Becomes Viral, Buzz, Word of Mouse

This course adopts innovative methodologies to support the teaching-learning process, integrating theoretical exposition, practical cases, and application exercises. The theoretical exposition will be conducted using audiovisual means, providing an approach that clarifies the issues presented. Practical cases will be used for the analysis and discussion of real situations, strategic reasoning, and implemented solutions. Additionally, practical exercises will be conducted to apply the concepts and techniques presented. Lastly, active learning methodologies are educational approaches that involve students in a participatory and practical manner, stimulating the development of critical, collaborative, and autonomous capacities. Examples include problem-based learning, projects, case studies, and group dynamics, where students become active agents in the knowledge construction process rather than passive recipients of information.

Botan, C. H., & Sommerfeldt, E. J. (Eds.). (2023). Public relations theory III: In the age of publics. Routledge. O'Donnell, A. (2023). Public relations and communications: From theory to practice. Routledge. Heath, R. L., & Johansen, W. (Eds.). (2023). Public relations theory: Capabilities and competencies. Wiley. Smudde, P. (2023). Managing public relations (2nd ed.). Routledge. De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2018). Marketing communications (6th ed.). Pearson. Kotler, P., Armstrong, G., Harris, L., & Piercy, N. (2017). Principles of marketing (7th European ed.). Pearson. Kotler, P., Keller, K. L., Brady, M., Goodman, T., & Hansen, T. (2016). Marketing management. Pearson. Ryan, D. (2017). Understanding digital marketing. Kogan Page. Ruão, T., & Fernández-Souto, A. B. (2021). Advanced public relations: Enhancing a reflexive and educational approach. Comunicação e Sociedade, (Special Issue), 9-15. https://doi.org/10.17231/comsoc.0(2020).2735