Class Public Relations Theory and Practices

Public Relations Theory and Practices present students with relevant theoretical support for the area of 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.

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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 advisory 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 it faces 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 Communicating in times of crisis and its advance preparation Public Relations Marketing - PR and Integrated Communication Stages of a Public Relations Plan and its development

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 media, providing an approach that allows for clarifying the issues presented. Practical cases will be used for the analysis and discussion of real situations, strategic reasoning, and implemented solutions, offering a deep understanding of the challenges faced in Public Relations. Additionally, practical exercises will be conducted to apply the concepts and techniques presented, ensuring that students develop applicable skills in a professional context. Lastly, active learning methodologies are educational approaches.

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. Rosenberg, A. (2021). A modern guide to public relations: Unveiling the mystery of PR: Including: Content marketing, SEO, social media & PR best practices. Veracity-Portland. De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2018). Marketing communications (6th ed.). Pearson. Luttrell, R. & Capizzo, L. (2019). Public relations campaigns: an integrated approach. Thousand Oaks, California: SAGE Publications, Inc. Ryan, D. (2017). Understanding digital marketing. Kogan Page. Giagaglia, C. (2012). Gestão estratégica de eventos. Cengage.