Class Strategic Communication and Advisory

The Strategic Communication and Advice Curriculum Unit prepares professionals for the new imbrications resulting from the various disciplinary areas of Communication and Marketing using old and new means of communication.

Not applicable

Framework for Strategic Communication Origins, aims and objectives; Concept of Strategy The three levels of Strategic Communication management Impact of Factors: Macro Level Meso level Micro Level Ethics and Social Responsibility in Strategic Communication  Strategic Communication Plan Strategic planning Drawing up a plan External Planning Strategic Communication Practices T The Campaign Process Elements of a plan Budget Timing Evaluation Advice Crisis communication Analysis and Evaluation of Results Clipping Press analysis methodologies

The following teaching and learning methodologies will be used within the scope of the course: - Presentation of support slides in electronic format; - Group discussion, moderated by the teacher, where participation, interaction and group dynamics will be developed; - Case studies.

[Argenti, P., Howells, R.A. & Beck, K.A. (2005) ?The Strategic Communication Imperative?, MIT Sloan Management Review, 46 (3): 83 ? 89. Holtzhausen, Fullerton, Lewis and Shipka (2021) Principles of Strategic Communication. London: Routledge Orduña, Octavio (2018) A Comunicação em Momentos de Crise. Universidade da Beira Interior: Covilhã Serrano, Estrela; Barreto, Ana M. (2018) Comunicação Estratégica e Organizacional in Media & Jornalismo nº. 33 Vol. 18, nº.2 Raposo, Ana (2017) Comunicação estratégica nas organizações e novas tecnologias: elementos constantes numa equação dinâmica, in Dito Efeito v. 8, n. 12, p. 109-121, jan./jun 2017 Ribeiro, Vasco (2014) O peso do Press Release no Processo da Produção de Notícias. Universidade do Porto: Porto Ruão, Freitas, Ribeiro & Salgado (2014) Comunicação Organizacional e Relações Públicas: horizontes e perspetivas. CECS U.Minho: Braga