Public Relations in Specific Sectors
Code: 103156 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 0 |
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
Prerequisites
Students must have passed the subject of Theory and Structure of Public Relations.
Objectives and Contextualisation
• Present to the students public relations from different and disruptive perspectives, as well as the value that the business communications strategies -properly used- 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.
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.
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 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.
During one of the classes, the teacher will provide students with 15 minutes to answer the surveys on the teaching performance and the subject or module.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theoretical classes | 52.5 | 2.1 | 3, 1, 2 |
| Type: Supervised | |||
| Classroom practice | 7.5 | 0.3 | 3, 2 |
| Type: Autonomous | |||
| PR project Real case study. | 82.5 | 3.3 | 3, 2 |
Assessment
EVALUATION ACTIVITIES DESCRIPTION:
- Activity A. Participation and attendance. 10% in the final grade
- Activity B. Work group a PR Plan. 50% in the final grade
- Activity C, Seminar attendance. 40% in the final grade.
It is necessary to obtain a minimum grade of 5 in activities A, B, C to pass the subject.
Students will be entitled to the revaluation of the subject. They should present a minimum of activities, except attendance and participation, that equals two-thirds of the total grading.
To have access to revaluation, the previous grades should be 3,5.
The activities that are excluded from the revaluation process are the seminars.
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% | 1 | 0.04 | 3, 1, 2 |
| Class work with real case studies. PR Exercises. Reality in Classroom. | 40% | 1.5 | 0.06 | 3, 1, 2 |
| PR project Real case study. | 50% | 5 | 0.2 | 3, 1, 2 |
Bibliography
MITJANS HERRERO SATURNINO.: La Comunicación Incomunicada", Ed. Temas Grupo editorial, 2005 OROSA GARCIA BERTA.: "Gabinetes de Comunicación Online". Comunicación Social, Ediciones y Publicaciones. Sevilla. Zamora 2009
SOTELO ENRÍQUEZ, C., Introducción a la Comunicación Institucional, Ariel Comunicación, Barcelona, 2001 FAST, JULIUS; "El Lenguaje del Cuerpo", Editorial América Ibérica, Madrid, España, 1995.
Vaamonde, L.M., Técnicas de comunicación hoy 1, Ed. MacGraw-Hill, Madrid 1993 Delmar, Ken; "Comunicación Corporal", Editorial Selector, México, México, 1990.
Vaamonde, L.M., Técnicas de comunicación hoy 2, Ed. MacGraw-Hill, Madrid 1994 Descamps Marc-Alain; "El Lenguaje del Cuerpo y la Comunicación Corporal", Editorial Deusto, Bilbao, España, 1992.
Francois, Frederic. El lenguaje, la comunicación. Buenos Aires, Ediciones Nueva Visión, 1973 Devers, Thomas; "Aprenda a Comunicarse Mejor - Expresión no verbal, actitudes y comportamientos", Editorial Grijalbo, Buenos Aires, Argentina, 1990.
MARC, E. y Picard, D. La interacción social. Cultura, instituciones y comunicación. Paidós. Bs. As. Monroe, Alan H. La comunicación oral. Barcelona, Editorial Hispano Europea, 1973.
Ribeiro, Lair; "La Comunicación Eficaz", Editorial Urano, Barcelona, España, 1996. PASQUALI, A. (1990): Comprender la comunicación. Caracas: Monte Avila.
PIZARROSO QUINTERO, A., Historia de la Propaganda: notas para el estudio de la propaganda política y de guerra, Eudema, Madrid, 1993. Monroe, Alan H. La comunicación oral. Barcelona, Editorial Hispano Europea, 1973.
WASTZLAWICK, Bavelas y Jackson. Teoría de la Comunicación Humana. Herder. Barcelona . 1997.
Fernández de la Torriente, Gastón; "Comunicación Oral", Editorial Norma, Bogotá, Colombia, 1990.
Axtell, Roger E.; "Gestos — Lo que se considera correcto e incorrecto en la comunicación a través del lenguaje corporal en todo el mundo", Editorial Iberia, Barcelona, España, 1993.
Bateson, Gregory; Birdwhistell, Ray; Goffman, Erving; Hall, Edward Jackson, Scheflen, Albert; Sigman, Stuart y Watzlawick, Paul (Selección e introducción de Winkin, Y.); "La Nueva Comunicación", Editorial Kairós, Barcelona, España, 1987.
"¿Es Real la Realidad? - Confusión, Desinformación, Comunicación", Editorial Herder, Barcelona, España, 1992. VAN RIEL, C., Comunicación Corporativa, Prentice Hall, Madrid, 1997.
Aznar, Hugo (1998). "Comunicación responsable Deontología y autorregulación de los medios" Primer Premio de la X edición de los Premis a la Investigació sobre Comunicació de Masses. Editorial Ariel VERÓN, Eliseo. "Ideología y comunicación de masas: La semantización de la violencia política" en VV.AA. Lenguaje y comunicación social, Nueva Visión, Buenos Aires, 1971.
BETRÁN, LUIS R. (1985): "Premisas, objetos y métodos foráneos en la investigación sobre comunicación en América Latina". En Sociología de la comunicación de masas, tomo I. Barcelona: Gustavo Gilli. Zubeldía, María Lourdes, Viandana, Claudia Alejandra y Arriaga, María Cristina; "Cultura y Comunicación. Factores Estratégicos para el Cambio", 13º Congreso Nacional de Profesionales en Ciencias Económicas – Área V, San Carlos de Bariloche, Argentina, 2000, página435 y subsiguientes.
MATTELART, A. y M. MATTELART (1997): Historia de las teorías de la comunicación. Barcelona : Paidós. VIDAL, J. (Ed.) (1979): Alternativas populares a las comunicaciones de masas. Madrid: CIS.
CASMIR, F. (ed) (1991): Communication in development. Norwood, New Jersey: Ablex. PIÑUEL, José Luis; LOZANO, Carlos Ensayo general sobre la comunicación. Barcelona: Paidós, 2006.
Mazo del Castillo, J.M (1994). Estructuras de la comunicación por objetivos. Barcelona: Ariel.
Sperber, D. y Wilson, D., (1994): La relevancia. Comunicación y procesos cognitivos, Madrid, Visor
Ortega, Enrique (1997). La comunicación publicitaria. Madrid: Pirámide.
ESTRATEGIAS DE COMUNICACIÓN Autor: Rafael Alberto Pérez. www.ariel.es
COMUNICAR PARA CREAR VALOR Autores: José Ignacio Bel Mallén Editorial: Eunsa
CERVERA FANTONI, Angel Luis.: "Comunicación total". Esic, Madrid, 2004.
POZO LITE, Marisa del.: "Cultura empresarial y comunicación interna. Su influencia en la gestión estratégica". Fragua, Madrid, 1997.
SANCHÍS, José Luis.: "Comunicar con éxito: teoría y práctica de la Comunicación". Ediciones Gestión 2000. Madrid 2004.
MARTINEZ SOLANA, Yolanda.: "La comunicación institucional: análisis de sus problemas y soluciones". Fragua, Madrid, 2004. RAMIREZ, Txema.: "Los gabinetes de comunicación, funciones, disfunciones e incidencias". Bosch, Barcelona 1995.
LUCAS MARTÍN, Antonio.: "La comunicación en las empresas y en las organizaciones". Bosch, Barcelona 1997.
LOSADA DÍAZ, José Carlos (Coord.).:"Gestión de la comunicación en las organizaciones". Ariel, Barcelona, 2004.
COSTA, Joan: "La comunicación en acción: informe sobre la nueva cultura de gestión". Paidós, Barcelona, 2001.
LACASA, S, Antonio.: "Gestión de la Comunicación empresarial". Gestión 2000. Madrid, 2004.
COMUNICACIÓN EMPRESARIAL Martin Martin, F Editorial: Universitas. CARRASCOSA, José Luis.: "Información/Comunicación". Arcadia. Madrid 2003.
BENESCH H. Y SCHMANDT W.: Manual de Autodefensa Comunicativa. La manipulación y cómo burlarla. GUSTAVO GILI, BARCELONA. 1982. Mínguez Arranz, Norberto (1999): "La Comunicación Interna al Servicio de la Cultura Corporativa". Eds. Juan Benavides y Elena Fernández. Madrid: Fundación General de la UCM
ARANEO, PAULA. El poder de la comunicación institucional II. Imagen. Buenos Aires, 2001. KAUFMANN, MARGARITA. Comunicación Política. Konrad Adenauer Stiftung. Perú, 1994.
BENAVIDES, Juan.: "Dirección de comunicación empresaria". Barcelona Gestión 2000 y 2001 GERMÁN CAICEDO PRADO: Gobernar es Comunicar. Editorial USC (Cali – Colombia). 2004
Software
In one of the sessions of the subject, about 15 minutes will be allocated so that the students can answer the surveys for the evaluation of the teaching performance and for the evaluation of the subject or module.
No software required.