Public Relations Theory

Objectives

1. To master the fundamental concepts that underlie the practice and the theoretical field of public relations.

2. To evaluate the role and relevance of public relations in the modern societies.

3. To get acquainted with the ethical principles and professional norms that regulate the practice of public relations.

4. To know how to use the different media to communicate with the organizations’ publics.

5. To understand the mechanisms of formation of the public opinion.

Program

I. INTRODUCTION TO THE STUDY OF PUBLIC RELATIONS

1. The nature of public relations: concepts, definitions and goals.

2. The origin and evolution of public relations.

II. FOUNDATIONS OF PUBLIC RELATIONS

1. Public relations and communication theory.

1.1. Communication types and the dynamics of interpersonal relations.

1.2. Publics and media relations.

2. Public opinion:

2.1. The concept of public opinion.

2.2. The shaping of public opinion.

3. Ethics and professionalism:

3.1- Ethics and common morality.

3.2. Deontological codes and ethical conduct.

4. Public relations and organizational culture:

4.1. Organizational culture and climate

4.2. The role of public relations in modern organizations

III. CONTEXTS AND PRACTICES OF PUBLIC RELATIONS

1. The process of public relations: research; planning, communication; evaluation.

2. Government and public affairs.

3. Non-profit organizations.

4. Business and industry public relations.

Teaching Methodologies

The teaching activity consists of expositive classes complemented by theoretical-practical classes (focusing on examples from the professional practice).

The following learning activities play a major role:

1. To read the texts that are on the basis of the expositive classes;

2. To discuss the taught subjects;

3. Analysis of relevant cases;

4. Personal supervision of the students’ work (two hours in the weekly schedule).

Bibliography

ANDRADE, C., Curso de Relações Públicas, S. Paulo, Pioneira Thomson Learning, 2003.

ARONOFF, C. et al., Public Relations, McGraw-Hill, 1996.

BARQUERO CABRERO, J. e BARQUERO CABRERO, M., O Livro de Ouro das Relações Públicas, Porto, Porto Editora, 2001.

–––, Manual de relaciones públicas, comunicación y publicidad, Barcelona, Ediciones Gestión 2000, 2005.

CUTLIP, S. et al., Effective Public Relations, New Jersey, Prentice Hall, 2004.

FREIXO, M., Teorias e Modelos de Comunicação, Lisboa, Instituto Piaget, 2006.

GRUNIG, J. e HUNT, T., Managing Public Relations, Harcourt Publishers, 1984.

–––, Public Relations Techniques, Harcourt Publishers, 1994.

GRUNIG, J. e HUNT, T. (eds.), Excellence in Public Relations and Communication Management, New Jersey, Lawrence Erlbaum, 1992.

HEATH, R. (ed.), Handbook of Public Relations, London, Sage Pub., 2004.

KUNSCH, M. e KUNSCH, W., Relações Públicas Comunitárias, S. Paulo, Summus, 2007.