Public Relations

Code:

CC041

Acronym:

RELPUB

Instance: 2011/2012 - 1S

Active?	Yes
Responsible unit:	Department of Journalism and Communication Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	105	Plano Oficial a partir de 2008/2009	2	-	5	52	135

Teaching language

Portuguese

Objectives

Provide students with strategic knowledge about public relations.
Develop techniques and tactics of integrated communication.
Promote the capacity to research in PR and in social sciences.

Program

1. Public relations. Framework and context. History. Evolution. Public opinion. Ethics. Research in PR. National law.
2. PR theory and concepts. Theory of sources. Degree of confidentiality. PR in the media. Corporate image and positive reputation. Case studies.
3. Intervention tactics. Press relations. Internal communication. Crisis communication. Production of contents and periodicals. The event. The consumer. Information technologies. Sponsorship and patronage. Others. Case studies.

4. Planning and strategies. Corporate communication. Development of PR campaigns. Case studies.

Mandatory literature

TENCH, Ralph; YEOMANS, Liz ; Exploring Public Relations., Prentice Hall – Financial Times, 2006
VILLAFANE, Justo ; La Buena Reputación: Claves del valor intangible de las empresas., Pirâmide, 2004
WEINER, Mark ; Unleashing the Power of PR - a Contrarian´s guide to a markting and communication., IABC- Internacional Association pf Business Communications, 2007
VILLAFANE, Justo ; Imagem Positiva., Sílabo, 1998
BREAKENRIDGE, Deidre; DELOUGRY, Thomas J. ; The New PR toolkit: Strategies for sucessful media relations., Pearson Education, 2003
GILLIS, Tamara L. – ; The IABC Handbook of Organizational Communication, IABC- Internacional Association pf Business Communications, 2006
BARRY, Amanda; PR Power: Inside secrets from the world of spin., Warwick Business School, 2002
GREGORY, Anne ; Planing and Managing: Public Relations Campaigns, Chartered Institute of Public Relatons, 2000
FILL, Chris ; Marketing Communications: Engagement, strategies and practice., Prentice Hall – Financial Times, 2006
CAYWOOD, Clarke L. ; The Handbook of Stratagic PR & Integrated Communications, McGraw-Hill, 2000
SEITEL, Fraser; The Practice of Public Relations., Pearson Education, 2005

Teaching methods and learning activities

Theory-practical

Evaluation Type

Evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	52,00
	Exame	2,00
	Total:	-	0,00

Amount of time allocated to each course unit

Description	Type	Time (hours)	End date
	Estudo autónomo	81
	Total:	81,00

Eligibility for exams

Final assignment: 50%

Calculation formula of final grade

Final exam: 50%
Appeal season: 100%

Examinations or Special Assignments

The final assignment will be presented by the lecturer during classes.