Workshop - Public Relations I

Objectives

This curricular unit aims to:

1. Promote the practice of Public Relations by developing the techniques, tools and planning in order to prepare the student to perform the professional activities of Public Relations.

2. Develop the capacity and skills to create surveys, brainstorming sessions, press releases and other communication tools.

3. Provide the acquisition and development of knowledge and skills to implement a Public Relations Plan.

4. Improve communication techniques and oral expression in the context of professional performance before an audience.

Program

1. INTRODUCTION – PUBLIC RELATIONS IN ORGANIZATIONS

General considerations about the practice of Public Relations

1.1. Corporate Identity Vs Institutional Image

1.2. Institutional Image elements

2. PUBLIC RELATIONS TECHNIQUES AND TOOLS

2.1. Visual Identity

2.2. Publicity

2.3. Advertising

2.4. Promotion and Marketing

2.5. Patronage and Sponsoring

2.6. Lobbying

2.7. Social and Environmental Responsibility

2.8. The Audit and Research in Public Relations

2.8.1. Surveys and Questionnaires

2.9. Internal / External / Mixed Communication Tools

2.9.1. Brainstorming.

2.9.2. The Information Bulletin

2.9.3. The Company Newspaper

2.9.4. The Information Newsletter

2.9.5. The Company Magazine

2.9.6. The Press Release

3. THE PUBLIC RELATIONS PLAN / COMMUNICATION

3.1. Phases and Steps

3.2. Case Studies

4. COMMUNICATION TECHNIQUES AND ORAL EXPRESSION IN PROFESSIONAL PRESENTATIONS BEFORE AUDIENCES

4.1. Exercises / Simulations

Teaching Methodologies

The class content is transmitted through PowerPoint presentations and videos. Students are encouraged to apply the skills they acquire through practical activities, including the analysis and discussion of case studies, exercises and simulations. Students are also encouraged to share relevant professional experience during these activities.

Bibliography

BARQUERO CABRERO, José Daniel Barquero (1995). Casos prácticos de Relaciones Públicas: los mejores expertos en acción. Barcelona: Ediciones Gestión 2000.

BEIRÃO, Inácio, VASCONCELOS, Paulo et al. (2008). Manual de Comunicação Empresarial. Lisboa. Plátano Editora

BLAND, Michael e JACKSON, Peter (1992). A Comunicação na Empresa. Lisboa: Editorial Presença.

CANFIELD, Bertrand R., (1991). Relações Públicas. 2 vols. 4ª Edição. São Paulo: Livraria Pioneira Editora.

CENTER, Allen H. & JACKSON, Patrick (1990). Public Relations Practices; Managerial Case Studies and Problems. 4ª Edição. New Jersey: Ed. Prentice-Hall.

CUTLIP, Scott M., CENTER Allen H., BROOM Glen M. (2008). Effective Public Relations. 10th Edition. New Jersey: Prentice-Hall.

GREGORY, Anne (1996). Planning & Managing a Public Relations Campaign. London: Institute of Public Relations.

WESTPHALEN, Marie Helène (1991). A Comunicação na Empresa. Porto: Rés Editora.