Public Relations
| Code: | CC041 | Acronym: | RELPUB |
| Keywords | |
|---|---|
| Classification | Keyword |
| OFICIAL | Communication Sciences |
Instance: 2023/2024 - 2S 
| Active? | Yes |
| Responsible unit: | Department of Communication and Information 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 | 118 | Study plan | 2 | - | 6 | 41 | 162 |
Teaching language
PortugueseObjectives
- Recognize the relevance of Public Relations (PR) in modern society
- Master the main concepts and theories of Public Relations
- Understand the role of Public Relations within the scope of integrated marketing communications
- Distinguish the field of intervention of Public Relations from others that coexist in Organizations
- Know the functions, techniques and instruments of the Public Relations activity
- Identify the diversity of communication situations that Public Relations work on
- Understand the responsibility of Public Relations in the formation of public opinion about the image and legitimacy of an Organization
- Analyze the ethical and professional principles that regulate Public Relations activity
Learning outcomes and competences
Working method
PresencialProgram
1. Introduction to the study of Public Relations
1.1. The origin and evolution of Public Relations
1.2. From concepts to theories: the nature of Public Relations
1.3. The Public Relations process: research, programming, communication and evaluation
1.4. The techniques and instruments of Public Relations activity
2. Public Relations and the formation of public opinion
2.1. The structuring of public opinion about organizations
2.2. The relationship strategy with different types of audiences
2.3. Community relations and the social responsibility of Organizations 2.4. Professional conduct and codes that regulate the activity
3. The fields of intervention in Public Relations
3.1. The profile and skills of the Public Relations professional in Organizations
3.2. The role of Public Relations in the sphere of Government and Public Administration 3.3. The Place of Public Relations in Nonprofit Organizations
3.4. The challenges of the digital world and Public Relations
Mandatory literature
Alison Theaker; The^public relations handbook. ISBN: 0-415-31793-2Anne Gregory; Planning and managing public relations campaigns. ISBN: 0-7494-2991-7
David Phillips; Online public relations. ISBN: 978-0-7494-4968-1
Gisela Gonçalves; Ética das relações públicas. ISBN: 978-972-798-334-6
Gisela Gonçalves; Introdução à Teoria das relações públicas. ISBN: 978-972-0-45269-6
Gisela Gonçalves; Fronteiras e fundamentos conceptuais das relações públicas. ISBN: 978-989-654-176-7 PDF
Mordecai Lee; The^practice of government public relations. ISBN: 978-1-4398-3465-7
Robert L. Heath; The^Sage handbook of public relations. ISBN: 978-1-4129-7780-7
Sam Black; International public relations. ISBN: 0-7494-1756-0
Complementary Bibliography
Bob Franklin; Key concepts in public relations. ISBN: 978-1-4129-2319-4Erica Weintraub Austin; Strategic public relations management. ISBN: 0-8058-5380-4
Falkheimer, J. & Heide, M.; Strategic communication: an introduction, Routledge, 2018
Iqbal S. Sachdeva; Public relations. ISBN: 0-19-569918-1
Jordi Xifra; Relaciones públicas y diferenciación social. ISBN: 1692-2522
Keith Butterick; Introducing public relations. ISBN: 978-1-4129-2115-2
Kunsch, M. & Kunsch, W. ; Relações Públicas Comunitárias, Summus, 2007
Motion, J., Heath, R. & Leitch, S.; Social Media and Public Relations, Routledge, 2016
Ruão, T., & Fernández-Souto, A.B.; Estudos em relações públicas avançadas, Revista Comunicação e Sociedade, 2020
Seitel, F. P.; Practice of public relations, Macmillan, 2017
Xifra, J.; Manual de RRPP e institucionales, Tecnos, 2014
Comments from the literature
Teaching methods and learning activities
Evaluation Type
Distributed evaluation without final examAssessment Components
| Designation | Weight (%) |
|---|---|
| Participação presencial | 15,00 |
| Trabalho escrito | 45,00 |
| Trabalho prático ou de projeto | 40,00 |
| Total: | 100,00 |
Amount of time allocated to each course unit
| Designation | Time (hours) |
|---|---|
| Estudo autónomo | 40,00 |
| Frequência das aulas | 26,00 |
| Trabalho de investigação | 15,00 |
| Total: | 81,00 |
Eligibility for exams
- Attendance and participation in classes: 15% (3 val.)- Preparation of individual work: 45% (9 val.)
- Preparation and presentation of work/group project: 40% (8 val.)
Calculation formula of final grade
- Attendance and participation in classes: 15% (3 val.)
- Individual work: 45% (9 val.)
- Preparation and presentation of work/group project: 40% (8 val.)
Preparation of individual work (45%):
- Consists in analysing a case study and the respective performance of Public Relations, identifying the actions that were taken and proposing alternative actions, and considering the different phases that make up a Public Relations plan. The work will have a maximum of 5 pages (letter size 11, Trebuchet Ms, single spacing), not including cover, index and bibliographic references.
Preparation and presentation of work/group project (40%):
- Consists of developing and presenting an action proposal within the scope of Social Responsibility to be put into practice by one of the companies indicated by the teacher. The proposal must include the following elements: Name of the action; Slogan; Goals; Target audiences; Measures to be implemented; Message to be conveyed; Means of dissemination/communication; Necessary resources; Indication of the elements considered for the evaluation of the action.
- Groups must have between 4 and 5 elements. Carrying out group work requires the dedication of all group members. There may be situations where members of the same group obtain different classifications to safeguard equity criteria.
- The work presentation is mandatory and will be scheduled in advance. Each group has 15 to 20 minutes to present the action proposal.
- The visual support used for the presentation constitutes the document that must be delivered to the teacher. Works delivered after the deadline will not be accepted. The projects must respect academic works' rules, particularly bibliographic referencing.
Examinations or Special Assignments
According to the Evaluation Regulation of the Faculty of Arts and Humanities of the University of Porto (applicable to 1st Cycle Courses - Degree)*Special assessment (TE, DA, ...)
According to the Evaluation Regulation of the Faculty of Arts and Humanities of the University of Porto (applicable to 1st Cycle Courses - Degree)*Classification improvement
According to the Evaluation Regulation of the Faculty of Arts and Humanities of the University of Porto (applicable to 1st Cycle Courses - Degree)*Observations
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