Class Public Relations Workshop

The course explores the growing importance of Public Relations (PR) in the current landscape, addressing both traditional contexts and digital dynamics. This discipline is crucial for professionals who wish to master communication and branding strategies. Development and Integration of PR: The course studies how PR can be developed and integrated into an organization's communication mix, enhancing campaign effectiveness. Impact of Social Media and the Digital Revolution: It analyzes the impact of social media and the digital revolution on PR, highlighting new practices and rules in the online environment. Brand Equity Strategies: The course presents strategies for building and managing brand equity, considering the importance of the brand to consumers, companies, and distributors. Planning and Implementing PR Campaigns: It teaches how to plan and implement PR campaigns (ideally viral), generating buzz and increasing brand visibility.

Not applicable

1) Importance and Development of Public Relations (PR) Development and integration of PR into the communication mix. PR Tools: Utilization of different tools for communication with various audiences. 2) PR in the Digital Era and Digital Revolution Impact of Social Media: How social media and the digital era have transformed PR. Online PR Practices: Applicability and new rules of PR in the online world, including websites, blogs, social networks, forums, and wikis. Viral Campaigns: How the internet facilitates viral PR campaigns and generates buzz. 3) Brand Management and Strategies and PR's Contribution to Brand Building Brand Significance and Brand Strategies: Development and management of brand portfolios. Brand Equity: Concept and construction of brand equity. Brand Functions: Importance for consumers, companies, and distributors. Emotional, Territorial, and Personal Branding: Approaches for different types of branding. 4) Planning and Executing PR Campaigns to Increase Brand Equity

Case Analysis and Discussion: Analyse and discuss real-life situations, allowing for strategic reasoning and the analysis of solutions implemented in Public Relations contexts. This ensures the development of skills applicable in the professional environment. Collaborative Learning: Group work and collaborative projects that encourage the exchange of ideas and experiences among students, promoting a cooperative learning environment. Integration of Digital Tools: Use of digital platforms and online communication tools to simulate PR campaigns, analyse metrics, and manage crises, preparing students for the current digital environment. Lectures and Workshops with Industry Professionals: Organization of lectures and workshops with experienced professionals in the field of PR, providing practical insights and networking opportunities with industry experts.

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. Ryan, D. (2017). Understanding digital marketing. Kogan Page. Tuten, T., & Solomon, M. (2014). Social media marketing. Pearson. Strauss, J., & Frost, R. (2013). E-marketing (7th ed.). Free Press. Giagaglia, C. (2012). Gestão estratégica de eventos. Cengage. Aaker, D. (2004). Brand portfolio strategy. Free Press.