Public Relations

Code:

LA024

Acronym:

RPUBL

Instance: 2017/2018 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
LA	55	LA - Study Plan	3	-	6	1	3

Teaching language

Portuguese

Objectives

- Mastering key concepts
- Understanding the strategic dimension of communication
- Understanding the role of Public Relations (PR) in the context of marketing integrated communications
- Reflection on the PR environments
- Reflection on the role of foreign languages in PR
- Reflection on the importance of Ethics / Codes of Conduct in PR

Learning outcomes and competences

- Integration of BA Applied Languages graduates into Public Relations (PR) teams
- Ability to use communication / persuasion techniques as a member of a PR team 
- Ability to use foreign languages as a member of a PR team
- Ability to work across cultures as a member of a PR team

Working method

Presencial

Program

I – Methodological issues
II – Scope and purpose of communication
a) Persuasion and Public Opinion
b) Audience segmentation / media fragmentation
III – Fundamentals of Public Relations (PR)
a) Definitions of PR
b) Origins of PR
IV – Marketing and PR
a) Communication mix
V – Internal / External Communications
VI – Corporate Communications
a) Corporate social responsibility
VII – Globalisation / Glocalisation and communication
a) International / Global PR
b) Cross-cultural communication and PR
c) Public diplomacy / media diplomacy
VIII – PR and foreign languages
a) Interpreters and PR
IX- Ethics / Codes of Conduct

Mandatory literature

BAAMONDE SILVA, Xosé, GALINDO ARRANZ, Fermín, MARINHO, Jorge; «Web 2.0 e Redes Sociais: Ferramentas de Relações Públicas dos Centros de Eventos em Espanha, Portugal e América Latina», «Revista Internacional de Relaciones Públicas», nº 2, Vol. 1, 2011
FRANKLIN, Bob, HOGAN, Mike, LANGLEY, Quentin, MOSDELL, Nick, PILL, Elliot; Key Concepts in Public Relations, Sage, 2009
FREITAG, Alan R.; Global Public Relations. Spanning Borders, Routledge, 2009
GONÇALVES, Gisela; Ética das Relações Públicas, Minerva Editora, 2013
MARINHO, Jorge; «Media, International Relations and Game Theory: Focus on (Counter-)Public Diplomacy», in http://www.marinho-mediaanalysis.org/2016/03/media-international-relations-and-game_18.html, 2016. ISBN: ISSN 2183-444X
THUSSU, Daya Kishan; International Communication, Arnold, 2000
ULABY, Neda; «Corporate America Takes On Multilingual PR» , http://www.npr.org/2011/05/05/135985502/corporate-america-take-on-multilingual-pr, 2011

Teaching methods and learning activities

A combination of several methods: verbal (saying), intuitive (showing) and active (doing). Students are reminded that, as far as practicable, classes will be interactive.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	40,00
Participação presencial	25,00
Trabalho escrito	35,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	64,00
Frequência das aulas	54,00
Trabalho de investigação	44,00
Total:	162,00

Eligibility for exams

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)

Calculation formula of final grade

Oral participation - 25 % Assignment - 35 % Final exam - 40 % *

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)*

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)*

Classification improvement

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)*

Observations

Calculation of final grade
- repeaters / working students - if they don’t attend 75 % of classes
assignment - 40 % final
exam - 60 %
Among other assessment elements, all students, including working students and repeaters, must also do an assignment, in 2017-2018. In each class, students must form groups with about eight members.