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2020/2021

Theory and Structure of Public Relations

Code: 104776 ECTS Credits: 12
Degree Type Year Semester
2503868 Communication in Organisations OB 1 A
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:
Jose Salvat Sangra
Email:
Josep.Salvat@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

Teachers

Lorena Martinez Garcia

Prerequisites

It is recommended to read two Public Relations manuals, for example the book by James E.
										
											Grunig (consult the bibliography) and "El Director" of David Jiménez, 2019.

Objectives and Contextualisation

-To know the discipline from its theoretical foundations, conceptualization and historical origins.
										
											-To know the professional dimension of the activity in Spain and in the world in PR.
										
											-To know the areas of specialization in Public Relations.
										
											-Know the basic tools of Public Relations.
										
											-To know the principles and ethics for the exercise of the profession at organizations.

Competences

  • Determine the structure and functions of the technological and economic context of organisations.
  • Differentiate the principal theories on communication in organisations, which underpin knowledge of the discipline and its different branches.
  • Display the ability to lead, negotiate and work in a team.
  • Establish communication objectives, and design and apply optimal strategies for communication between organisations and their employees, clients and users, and society in general.
  • Search for, select and rank any type of source and document that is useful for creating messages.
  • Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  • Students must develop the necessary learning skills to undertake further training with a high degree of autonomy.
  • Work in compliance with professional codes of conduct.

Learning Outcomes

  1. Accept disagreement and show no disrespect to other persons, groups or institutions for reasons of race, gender, disability, etc.
  2. Adapt to new situations in a constantly changing work environment.
  3. Cross-check information to establish its veracity, using evaluation criteria.
  4. Explain the theories that characterise persuasive communication in the field of public relations activity.
  5. Find what is substantial and relevant in documents within the subject.
  6. Generate creative ideas in the workplace.
  7. Prepare communication actions aimed at the internal and external clients of an organisation.
  8. Present the organisation's messages orally when this is necessary.
  9. Recognise the different professional categories and functions of those intervening in an organisation, in order to apply the best public relations techniques for each case.
  10. Show initiative and leadership skills.
  11. Use the public-relations techniques learnt to disseminate oral and written information about organisations to specific audiences.
  12. Work independently to solve problems and take strategic decisions on the basis of the knowledge acquired.

Content


PROGRAM-THEMATIC:

1. PUBLIC RELATIONS: CONCEPTUALIZATION AND DEFINITION.

2. ORIGIN AND EVOLUTION OF PUBLIC RELATIONS.

3. COMMUNICATION AND PUBLIC RELATIONS: ADVERTISING, PROPAGANDA, PERIODISM, MARKETING.

4.ELS MODELS OF PUBLIC RELATIONS.

5. THE PROFESSION AND ITS OFFICE IN ORGANIZATIONS.

6. AREAS OF SPECIALIZATION OF PUBLIC RELATIONS.

7. BASIC TOOLS OF PUBLIC RELATIONS.

8. CASE STUDY.

9. THE PRINCIPLES AND THE ETHICS OF THE PROFESSIONAL OF PUBLIC RELATIONS.

 

The calendar will be available on the first day of class. Students will find all information on the
Virtual Campus: the description of the activities, teaching materials, and any necessary information for the
proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will
make readjustments in the schedule and methodologies.

 

Methodology

- The teaching staff will carry out participatory master classes with examples of
										
											public relations actions and policies, and explanation of practical cases for
										
											develop the syllabus.
										
											The students will carry out academic work throughout the course to identify the state of
										
											the competences assumed and specific to the subject:
										
											- Work in groups. Case analysis (TG).
										
											This work in groups must be previously approved by the teaching staff by
										
											avoid thematic repetitions and will be exposed and debated in class.
										
											
										
											Attendance in the classroom of various professionals active in Public Relations

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Individual project 75 3 10, 6, 7, 9, 8, 11
Special PR Guests 75 3 1, 2, 3, 4, 12, 5
Type: Supervised      
Press Releases - Opinion Issues 25 1 4, 7, 9, 12, 11
Type: Autonomous      
PR Plans - Crisis Issues 25 1 2, 3, 6, 5

Assessment

The subject consists of the following evaluation activities:
										
											
										
											
										
											- Activity A. Group work on a practical case. Corporate Communication. 25% on the final grade.
										
											- Activity B, Group work on a practical case. Communication of start-ups. 25% on the final grade.
										
											- Activity C, Synthesis test (only 1) at the end of the course. 50% on the final grade.
										
											
										
											 So a total of 3 activities. Team work 1, team work 2 and exam.

										
											
										
											In order to pass the subject, a minimum grade of 5 must be taken in each of the activities A, B and C.
										
											
										
											It will be possible to attend the recovery of the synthesis test, should it be suspended.

The proposed teaching methodology and
evaluation activities may undergo some modifications depending on the health authorities' attendance
restrictions.

 

Students will be entitled to the revaluation of the subject. They should present a minimum of
activities that equals two-thirds of the total grading.

In the case of a second enrolment, students can do a single synthesis exam/assignment that will
consist of the teory of the course. The grading of the subject will correspond to the grade of the synthesis exam/assignment.

The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0
in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Exam 50% 2 0.08 2, 10, 9, 12, 5, 11
Group project 25% 49 1.96 2, 10, 9, 12, 5, 11
Group project 25% 49 1.96 1, 3, 4, 6, 7, 8

Bibliography

Arroyo,Magali (2003): Los cien errores de la comunicación de las organizaciones: ideas, casos y
consejos para la excelencia en las RRPP. ESIC, Madrid.
Arceo, José L. (Coor.) (2004): Las Relaciones Públicas en España. McGraw-Hill, Madrid.
Barquero,J.Daniel (2008): El libro de oro de las Relaciones Públicas y el marketing (recurso
3
Barquero,J.Daniel (2008): El libro de oro de las Relaciones Públicas y el marketing (recurso
electrónico). Barcelona, Deusto.
Black,Sam (1994): Casos de Relaciones Públicas Internacionales. Ediciones Gestión,2000.
Castillo,Antonio (2009): Relaciones Públicas: teoría e historia. UOC, Barcelona. Libro electrónico de
Antonio Castillo (Libro de RRPP )(Ant_Castillo)-pdf
García, María N. (2008): periodismo, publicidad, cine, comunicación audiovisual y Relaciones
Públicas: iconos para un lenguaje democrático. Madrid, Fragua.
Grunig,James y Hunt,T. (2003): Dirección de Relaciones Públicas. Gestión 2000.com. Barcelona.
L'Etang,Jean (2000): relaciones púbicas, conceptos, práctica y critica. UOC. Barcelona.
Morató,Jordi (2011): Comunicació i estratègia. L'empresa vista a través de les ulleres de la
comunicació. UOC. Barcelona.
Palencia-Lefler (2011): 90 técnicas de comunicación y relaciones públicas.Profit, Madrid.
Relaciones Públicas. Revista Anàlisi.Universitat Autònoma de Barcelona. Servei de Publicacions.
núm.34,2006, ISSN 0211-2175.
Xifra,J.ordi(2011): Manual de Relaciones Públicas e Institucionales. Tecnos. Madrid.
Xifra,Jordi,Lalueza,Ferrán (2009): casos de relaciones Públicas y comunicación corporativa. Pearson,
Madrid.
Libro electrónico: Las Relaciones Públicas en la gestión de la Comunicación Interna. pdf.
COMPLEMENTARIA:
Dewey, John (2004): La opinion pública y susproblemas. Morata, Madrid. Versión española de: The
Public and Its Problem (1927).
Heath, Robert L. (Ed.). (2005): Encyclopedia of Public Relations. Sage, Thousand Oaks, Cal.
Noguero, Antoni (1999): "Características principales de la actividad tipificada como industria de las
relaciones públicas en España: Sujetos promotores y ejecutores", en Tratado de publicidad y
relaciones públicas. Arceo, José Luís (Dir.). Instituto de la Comunicación Institucional y Empresarial
de la Universidad Complutense de Madrid, Madrid. Pp. 466-508.
……………(2000): "Relaciones Públicas: Evaluación de la calidad del servicio (Normas ISO 9000) y
grado de satisfacción del cliente", en Revista Universitaria de Publicidad y Relaciones Públicas, de la
Universidad Complutense de Madrid. ICIE-Universidad Complutense, Madrid, vol. 7, pp. 55-