Public Relations
| Code: | CC041 | Acronym: | RELPUB |
| Keywords | |
|---|---|
| Classification | Keyword |
| OFICIAL | Communication Sciences |
Instance: 2025/2026 - 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 | 108 | Study plan | 2 | - | 6 | 41 | 162 |
Teaching Staff - Responsibilities
| Teacher | Responsibility |
|---|---|
| Ricardo José Pinheiro Fernandes Morais |
Teaching - Hours
| Theoretical and practical : | 2,50 |
| Tutorial Supervision: | 0,50 |
| Type | Teacher | Classes | Hour |
|---|---|---|---|
| Theoretical and practical | Totals | 1 | 2,50 |
| Ricardo José Pinheiro Fernandes Morais | 2,50 | ||
| Tutorial Supervision | Totals | 1 | 0,50 |
| Ricardo José Pinheiro Fernandes Morais | 0,50 |
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.
Preparation and presentation of work/group project (40%):
- Consists of developing and presenting an action/campaign/project proposal within the scope of Public Relations.
- 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.
Examinations or Special Assignments
In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura). The special evaluation for all cases implies carrying out research work, which corresponds to 100% of the evaluation. *
Special assessment (TE, DA, ...)
In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura). The special evaluation for all cases implies carrying out research work, which corresponds to 100% of the evaluation. *
Classification improvement
In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura). Grade improvement is only allowed the following academic year. *
Observations
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