Logo UAB
2022/2023

Public Relations in Specific Sectors

Code: 103156 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OT 4 2

Contact

Name:
Evandro Samuel Ribeiro Dos Santos Oliveira
Email:
evandro.oliveira@uab.cat

Use of Languages

Principal working language:
spanish (spa)
Some groups entirely in English:
No
Some groups entirely in Catalan:
No
Some groups entirely in Spanish:
Yes

Prerequisites


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

 

 

Objectives and Contextualisation

- 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.

Competences

  • Demonstrate knowledge of management theories in the management of advertising companies and organisations.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Make the knowledge and innovations in the area known publicly.
  • Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
  • Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  • 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 in order to undertake further training with a high degree of autonomy.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
  • Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
  • Use advanced technologies for optimum professional development.

Learning Outcomes

  1. Analyse a situation and identify its points for improvement.
  2. Communicate using language that is not sexist or discriminatory.
  3. Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
  4. Identify situations in which a change or improvement is needed.
  5. Make the knowledge and innovations in the area known publicly.
  6. Propose projects and actions that incorporate the gender perspective.
  7. Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
  8. Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  9. Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  10. Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  11. Use advanced technologies for optimum professional development.
  12. Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.

Content

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.

Methodology

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.

Activities

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

Assessment

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.

PLAGIARISM

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.

 

Assessment Activities

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

Bibliography

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

 

 

Software

No software required.