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2020/2021

Public Relations in Specific Sectors

Code: 103156 ECTS Credits: 6

Degree	Type	Year	Semester
2501935 Advertising and Public Relations	OT	4	0

The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:: Patrícia Lázaro Pernias
Email:: Patricia.Lazaro@uab.cat

Use of Languages

Principal working language:: catalan (cat)
Some groups entirely in English:: No
Some groups entirely in Catalan:: Yes
Some groups entirely in Spanish:: No

Prerequisites

Students must have passed the subject of Theory and Structure of Public Relations.

(Attention: the teacher is provisional)

Objectives and Contextualisation

• Present to the students public relations from different and disruptive perspectives, as well as the value that the business communications strategies bring to the business.

• Develop the critical spirit necessary to know and analyze in depth business, products, services and companies from different sectors to design specific RRPP actions.

• Understand the role of public relations as an effective communication tool for all types of organizations.

Competences

Analyse market data (competition and brand image) to develop a communication plan.
Demonstrate knowledge of management theories in the management of advertising companies and organisations.
Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Learning Outcomes

Describe the nature of exchange relations between advertising companies and consumers.
Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Content

1. Introduction to public relations for specific sectors.
										
											
										
											2. The PRPs in the environment of start-ups and SMEs. Effective actions with little budget.
										
											
										
											3. Events in a multinational environment (B2B and large consumption). Practical case
										
											
										
											4. Public relations in the motor sector. Gung-Ho and Cross Cultural Awareness, the international perspective.
										
											
										
											5. Public relations in the third sector. The perspective of NGOs. Comparte.org.
										
											
										
											6. Public relations around Technology.
										
											
										
											7. Public relations in the political context and in an electoral process. Practical case
										
											
										
											8. Product Placement and Branded Content. An approach to the new actions of communication, visibility and notoriety.

Methodology

The classes will be very dynamic, with many practical cases, participatory debate, exercises and little theoretical content. Sometimes we will bring reality to the classroom.
										
											The learning system will focus on learning by doing or learning on the job. There will be several sessions with the presence of professional guests of companies that will present real cases. 
From these examples students will do a class work that can be complemented at home before handing it over to the teacher.

Activities

Title	Hours	ECTS	Learning Outcomes
Type: Directed
Theoretical classes	15	0.6	3, 1, 2
Type: Supervised
Classroom practice	40	1.6	3
Type: Autonomous
PR project Real case study.	50	2	2

Assessment

Attendance and participation 10%.

Group project 50%.

Classroom practice 40%.


										
											
										
											 
										
											
										
											Work in groups
										
											
										
											Public relations plan for a company (the professor will choose the brand). The project will be defended by the students at the end of the semester in the classroom in format presentation of agency. The work will be presented in PowerPoint in an exhibition of no more than 30 minutes per group.
										
											
										
											It will be necessary to attach a memory in Word that will consist of how the proposal has been made, the doubts that the work poses in its elaboration and the solutions contributed. Articles that put in context the company, strategy, calendar, actions, objectives, budget, etc.
										
											
										
											The teaching staff will take into account the quality of the exposed concepts, the oratory and security in the exhibition, the originality in the staging and, among others, the visual identity of the presentation as a whole.
										
											
										
											 
										
											
										
											Those students that obtain a note of 3.5 points will be able to present themselves to the re-evaluation by means of a work of project of RRPP. The project will be defined by the teaching staff.

Assessment Activities

Title	Weighting	Hours	ECTS	Learning Outcomes
Assistance and participation	10%	2	0.08	3, 1, 2
Class work with real case studies. PR Exercises. Reality in Classroom.	40%	13	0.52	3, 1, 2
PR project Real case study.	50%	30	1.2	3, 1, 2