Curricular Unit:Code:
Public Relations and Assessorship of Communication1111RPAC
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
- Understand the PRAC functions
- Learn about the communication logistics
- Operate PR instruments and techniques
- Produce communication materials and events
- Manage relations with the media
1.Public relations: Concepts and fundamentals
2. Institutional image and corporate brand
3. Crisis communication
4. Media relations
5. Internal communication and communication audit
6. Digital communication
7. Corporate Social Responsibility
8. Sponsorship
9. Service management
10. The communication plan and media management
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The Curricular Unit in linking the described learning objectives and syllabus will enable students to:
- Obtain knowledge and ability to understand the specific area of UC
- Apply knowledge
- Resolve issues related to the themes of U.C.
Teaching Methodologies (Including Evaluation):
Teaching: T/TP Classes and tutorials
Evaluation: Test and assignments
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The conceptual exhibition, along with discussion of viewpoints and case studies allows students the knowledge and critical analysis of the issues addressed. Simultaneously the thematic nature of the work and enhance the ripening of individual work as well as issues concerning the scope of general skills, professional and theoretical.
Villafañe, J. (1998). Imagem Positiva. Lisboa, Edições Silabo.
Ribeiro, V. (2015) Os bastidores do poder : como spin doctors, políticos e jornalistas moldam a opinião pública portuguesa Coimbra, Almedina
Ribeiro, V. (2015). Assessoria de imprensa : fundamentos teóricos e práticos. Novas Edições Acadêmicas
Gunning, E. (2018). Public Relations: A Practical Approach. Macmillan
Caywood, C. (2012) The Handbook of Strategic Public Relations and Integrated Marketing Communications. McGrawhill
Seitel. F. (2016). The Practice of Public Relations, Global Edition, 13/E. Pearson