Media Strategies

Code:

CC073

Acronym:

EM

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2025/2026 - 1S

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	48	Study plan	3	-	9	60,5	243

Teaching language

Portuguese

Objectives

O1: To know the evolution of this propagandistic activity throughout the 19th, 20th and early 19th centuries;

O2: Develop critical skills on media promotion, journalism, as well as on the paradigms of the relationship between professional sources of information and journalists;

O3: Learn to develop and apply the different press office techniques;

O4 and O5: Enable students to leverage digital tools in the media promotion of companies and institutions;

O6: Acquire practical knowledge in the development of 360° digital media promotion strategies.

Learning outcomes and competences

The ability to develop strategies and tactics to promote brands, companies or institutions.

Working method

Presencial

Program

CP1: The ´press agentry´, the ´publicity´ and the ´media relations´ through the ages.

CP2: The field and operational matrix of the Media Relations.

CP3: Media Relations techniques and their adaptation to the present.

CP4: Social media, Journalism and Public Relations.

CP5: Digital communication tools and media strategies.

CP6: Development of a digital media promotion plan.

Mandatory literature

Tuchman, Gaye; Making news: A study in the construction of reality., The Free Press, 1978
Dutton, Frederick G.; Changing souces of power, News York: McGraw-Hill, 1971
Manning, Paul; News and news sources., Sage Publications, 2001
Santos, Rogério; A negociação entre jornalistas e fontes., Minerva Editora, 1997
Traquina, Nelson; Jornalismo: Questões, teorias e "estórias"., Comunicação & Linguagem: Vega, 1993
Boorstin, Daniel J. ; The image: A guide to pseudo-events in america., New York: Atheneum, 1987
Fishman, Mark; Manufacturing the news., University of Texas Press, 1980
Lee, Martin and Normam Solomon; Unreliable sources: A guide to detecting bias in news media., Lyle Stuart Book, 1990
Sigal, Leon V. ; Reporters and officialls - the organisation and politics of newsmaking., Heath and Company, 1973
Hess, Stephen; The government/press connection: Press officers and their offices., The Brookings Institution, 1984.
• Duarte, Jorge. 2002. ; Assessoria de imprensa e relacionamento com a mídia., Editora Atlas
Martins, Luís Paixão; As armas dos jornalistas., Editora Alias, s.d.
Atton, C. ; Alternative Media., Sage, 2005
Sigal, Leon; Who? Sources make the news. I, Randon House, 1986
• Ericson, Richard V., Taricia M. Baranek, and Janet B. L. Chan.; Negotiating control - a study of news sources., University of Toronto Press, 1989
Santos, Rogério; A fontes não quis revelar, Campo das Letras, 2006
Sousa, Jorge Pedro; As notícias e os seus efeitos: As "teorias" do jornalismo e dos seus efeitos sociais dos media jornalísticos, Minerva, 2000
Ribeiro, Vasco; Os Bastidores do Poder, Almedina, 2015
Gans, Herbert J.; Deciding What's News : A Study of CBS Evening News, NBC Nightly News, Newsweek a Time, University Press: Evanston, 1979

Teaching methods and learning activities

Lecture method using the systematic analysis of case studies and the testimony of invited professionals and academics. Continuous assessment through the delivery of individual practical assignments (60%) and a digital media promotion plan (40%).

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	20,00
Trabalho de campo	40,00
Trabalho prático ou de projeto	40,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	50,00
Frequência das aulas	50,00
Trabalho de campo	50,00
Trabalho de investigação	43,00
Trabalho laboratorial	50,00
Total:	243,00

Eligibility for exams

For continuous evaluation:
- 20% attendance, 40% exams, and 40% group projects. A grade higher than 12 points in the field and written work.

By Feature:
- exam or Essay (100%)

Calculation formula of final grade

Fieldwork (40%) + final assignment (40%) Class participation (20%)

Special assessment (TE, DA, ...)

Talk with the teacher.

Classification improvement

By Feature:
- "Recurso" exam or essay (100%)

Observations

In case of non-delivery of individual works, the student obtains 8 values in the classification, not being able to miss more than 2 works.