Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OT | 4 | 2 |
Students must have passed the subject of Theory and Structure of Public Relations.
- To introduce students to public relations in specific sectors where the management logic is different.
- To develop the critical spirit necessary to know and analyze in depth the strategic management of communication in these environments.
- To understand the role of public relations as a communication tool for all types of organizations.
- To be able to develop communication strategies with limited resources or certain organizational constrains in a creative and effective way.
1. Introduction to public relations for specific sectors. 2.
2. The Instigatory Theory (ITNC)
3. Strategic communication in civil society organizations.
4. Strategic Communication in the Public Sector.
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.
After a basic theoretical framing of the specificity of the RRPP in the diferent sectors, the students will be able to know and undertand the communication management models. After they will be applied to real case situations.
The classes will be very dynamic with activating methods of learning.
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.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Theoretical classes | 52.5 | 2.1 | 3, 10, 8 |
Type: Supervised | |||
Classroom practice | 7.5 | 0.3 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11, 12 |
Type: Autonomous | |||
PR project Real case study. | 82.5 | 3.3 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11, 12 |
EVALUATION ACTIVITIES DESCRIPTION:
- Activity A. Participation and attendance. 10% in the final grade
- Activity B. Work group a PR Strategy. 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 strategy for an NGO or a Public Sector Organization. The project will be defended by the students at the end of the semester in the classroom in a pitch format. The work will be presented in PowerPoint or similar (Prezi, Canvas) in an exhibition of no more than 30 minutes per group.
It will be necessary to attach a memory in PDF that will consist of how the proposal has been made, the doubts that the work poses in its elaboration and the solutions contributed.
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.
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Assistance and participation | 10% | 1 | 0.04 | 1, 2, 7, 4, 6, 10, 8, 12 |
Class work with real case studies. PR Exercises. Reality in Classroom. | 40% | 1.5 | 0.06 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11, 12 |
PR project Real case study. | 50% | 5 | 0.2 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11, 12 |
Canel, Maria José & Piqueiras, Paloma y Ortega, Gabriela (2017). La comunicación de la Administración Pública. Conceptos y casos prácticos de los bienes intangibles. Madrid: Instituto Nacional de Administración Pública.
Canel, Maria Jose, Luoma-aho, Vilma. & Oliveira, Evandro. (2017). Exploring citizens’ judgments about the legitimacy of public policies on refugees: In search of clues for governments’ communication and public diplomacy strategies. Journal of Communication Management, 21 (4), 355-369.
García Galera, Maria del Carmen; Fernández Muñoz, Cristobal y Del Hoyo, Mercedes (2017) Ciudadanía informada, ciudadanía participativa. La movilización de los jóvenes en el entorno digital. Prisma Social, 124-143
Gonçalves, Gisela & Oliveira, Evandro (2022-In print) The Routledge Handbook of Non-profit Communication. Routledge
Luoma-aho, Vilma. & Canel, Maria José (Eds.), (2020). Handbook of Public Sector Communication. Wiley-Blackwell.
Oliveira, Evandro, Simões, Mariana (2022-forthcoming) A legitimidade através da comunicação no sector público: o caso da câmara municipal da Covilhã em tempos de covid. Revista Internacional de Relaciones Públicas.
Oliveira, Evandro (2019) The Instigatory Theory of NGO Communication. Springer
Oliveira, Evandro (2017) Comunicação e legitimação no Terceiro Sector. In C. Cerqueira, S. Lamy (Eds.) Vozes Plurais. A comunicação das organizações da sociedade civil (pp 65-82). Documenta, Sopcom.
Oliveira, Evandro & Gonçalves, Gisela. (2016). Talk to me and I will talk for you: Relationships between Citizens and Politics on the example of Portuguese Members of Parliamentonline communication. In Dahlgreen, P., Gonçalves, G., & Serra, J. P. (Eds). Politics and Web 2.0. (pp. 89-121) Vernon Press.
Oliveira, Evandro, Melo, Ana, & Gonçalves, Gisela. (2016) Strategic Communication for Non-Profit Organisations [Hardback] Challenges and Alternative Approaches. Vernon Press.
Oliveira, Evandro (2015). A Comunicação em Organizações sem fins lucrativos. In Carvalho, Susana, Portugal, Maria. & Caetano, Joaquim. (Hrsg.), Relações Públicas e Comunicação Organizacional. Volume V: Colecção Desafios da Globalização (S. 327-376) Lisboa: Escolar Editora
Oliveira, Evandro (2011). Comunicação estratégica integrada para a participação cívica, activismo e campanhas para mudanças em organizações sem fins lucrativos : Greenpeace, Amnistia e Ser+ em Portugal. Universidade do Minho. Open Acess http://hdl.handle.net/1822/13951
No software required.