Class Public Relations Workshop

The scope of the UC aims to understand and evaluate the importance of Public Relations (PR) and its role in the communication mix.  Make use of the different PR tools to communicate with different audiences and differentiate the objectives of each specific type of PR. The UC 'Atelier de Relações Públicas' is an essential component of the Communication Sciences course, focused on the practice and application of the fundamental concepts of Public Relations. It covers all areas of Public Relations, from drawing up action plans to implementing them. This subject is particularly relevant to the course, as it provides students with a practical and in-depth understanding of the processes and techniques used in Public Relations.   

Not applicable

The fundaments of Public Relations. Understand the importance of Public Relations. Evaluate and develop the role of Public Relations in the communication mix. Planning and implementing Public Relations action plans. Use different Public Relations tools to communicate with different audiences. Communication techniques in Public Relations (public affairs, media relations - press releases or press releases, creating opportunities for interviews, opinion articles - events, activations, among others actions). Teamwork and leadership of Public Relationsprojects. Analyzing and responding to practical Public Relations cases. Each of these topics will be explored through group work, classroom discussions, case studies and project development.

Practical classes and content to support the teaching-learning process.

Botan C. & Sommerfeldt E. (2023). Public Relations Theory III, In the Age of Publics 1st Edition, Routledge. Smudde P. (2023). Managing Public Relations, 2nd Edition, Routledge.   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   Giagaglia C. (2012). Gestão Estratégica de eventos, CENGAGE   Aaker D. Brand Portfolio Strategy (2004) Free Press