Public Relations

Code:

LA024

Acronym:

RPUBL

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2023/2024 - 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	46	Study plan	3	-	6	41	162

Teaching language

Portuguese
Obs.: Português

Objectives

- Understand the strategic dimension of Communication
- 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

- Knowledge and application of the concepts underlying the Public Relations activity
- Integration of graduates in Applied Languages in Public Relations (PR) teams
- Ability to use communication/persuasion techniques as a member of a PR team
- Ability to use foreign languages as members of a PR team
- Ability to work in different cultures as a member of a PR team
- Ability to respond to the emerging challenges of contemporary society

Working method

Presencial

Program

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: 0-415-31793-2
Anne 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; Fronteiras e fundamentos conceptuais das relações públicas. ISBN: 978-989-654-176-7 PDF
Gisela Gonçalves; Introdução à Teoria das relações públicas. ISBN: 978-972-0-45269-6
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: 978-1-4129-2319-4
Erica 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. e Kunsch, W. ; Relações Públicas Comunitárias, Summus, 2007
Motion, J., Heath, R. & Leitch, S. ; Social Media and Public Relations, Routledge, 2016
Ralph Tench; Exploring public relations. ISBN: 0-273-68889-1
Ronald D. Smith; Strategic planning for public relations. ISBN: 978-0-415-50676-2
Ruão, T., & Fernández-Souto, A.B.; Estudos em relações públicas avançadas, Revista Comunicação e Sociedade, CECS, 2020
Seitel, F. P.; Practice of public relations, Macmillan, 2017
Xifra, J.; Manual de RRPP e institucionales, Ed. Tecnos, 2014

Comments from the literature

The bibliographic references presented are the main ones for the curricular unit, and it is up to the teacher, at each moment, to indicate the mandatory readings, as well as to indicate other texts that are considered relevant for the students' learning.

Teaching methods and learning activities

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Trabalho escrito	45,00
Participação presencial	15,00
Trabalho prático ou de projeto	40,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	60,00
Frequência das aulas	41,00
Trabalho de investigação	61,00
Total:	162,00

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

The evaluation distributed without a final exam can take the form of tests (written or oral), reports, works, projects or laboratory work, individual or group, and class participation, always respecting the law and parameters considered adequate for academic integrity. In the particular case of the Public Relations curricular unit, the evaluation components will be as follows: 

- Attendance and participation in classes: 15% (3 val.)
- Elaboration of an individual work: 45% (9 val.)
- Preparation and presentation of work/group project: 40% (8 val.)

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.

The final classification will be calculated by the weighted average of the components performed, with the value 0 being assigned to the missing component(s). In order to pass the UC, the student must obtain a minimum final classification of 10 values. If the student does not pass the distributed assessment system, the final assessment by exam, corresponding to 100% of the assessment, is composed of an individual work that comprises aspects of both works carried out in the distributed evaluation.

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