Public Relations
Instance: 2018/2019 - 1S
Cycles of Study/Courses
Acronym |
No. of Students |
Study Plan |
Curricular Years |
Credits UCN |
Credits ECTS |
Contact hours |
Total Time |
LA |
56 |
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 2018-2019. In each class, students must form groups with about eight members.