Class Theory of Public Relations

This course aims to provide students with theoretical tools that will enable them to analyze and evaluate the activities carried out by Public Relations applied to the management of a company or institution, with a view to mutual understanding with its publics. At a time when the role of communication has been increasingly recognized as essential to achieving the overall objectives of organizations, it is important to prepare future professionals in the field of Public Relations for the use, analysis and evaluation of the most appropriate and efficient techniques.  

Not applicable

1. Public Relations - concept, origin and evolution 1.1 Epistemological definition 1.2 Origin and historical evolution 1.3 Objectives of RP   2. Specialties in Public Relations   3. Strategic Applicability of Public Relations 3.1 Media Advisory 3.2 Crisis management   4. The Public Relations function in organizations 4.1 RP function and its role in organizations 4.2 Interaction between PR and Marketing 4.3 Interaction between PR and Advertising 4.4 Integrated communication strategies   5. Public in PR: concepts and theoretical perspectives 5.1 Concept of public 5.2 Types of audiences 5.3 Situational perspective of Grunig and Repper   6. Models of acting in Public Relations 6.1 Press agent model 6.2 Model of Public Information 6.3 Bidirectional asymmetric model 6.4 Bidirectional symmetrical model   7. Competence profile of PR professional   8. Ethics and professional deontology in PR  

The pedagogical methods of exposition, interrogation and action allow to develop the analytical and critical capacities in the scope of Public Relations that one intends to achieve with this curricular unit. 

Cabrero, J. D. B., Cabrero, M. B. (2007). O Livro de Ouro das Relações Públicas. Porto: Porto Editora Caywood, C. L. (2012). The Handbook of Strategic Public Relations and Integrated Marketing Communications. New York: McGraw Hill Flatley, M. E.,  Lentz, P. & Rentz, K. (2015). Comunicação Empresarial (2º Ed.). Lisboa: McGraw Hill Gonçalves, G. (2010). Introdução à Teoria das Relações Públicas. Porto: Porto Editora. Gonçalves, G. (2013). Ética nas Relações Públicas. Coimbra: Minerva Gonçalves, G.,Oliveira, E. & Padamo, C. (Org.) (2015). Relações Públicas e Comunicação Organizacional, Desafios da Globalização. Forte da Casa: Escolar Editora Lattimore, D., Baskins, O., Heiman, S. T. & Toth, E. L. (2012). Public Relations: the profession and the practice (4ª Ed.). New York: McGraw Hill Ramos, F. (2007). Estratégias e Protocolo para a Comunicação Corporativa. Porto: Media XXI. Theaker, A. (2004). The Public relations handbook. London: Routledge