Public Relations Theory and Structure
Code: 103136 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 2 |
Contact
- Name:
- Luis Fernando Morales Morante
- Email:
- fernando.morales@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
No prerequisite is necessary.
Objectives and Contextualisation
-To know the discipline from its theoretical foundations, conceptualization and historical origins.
-To know the areas of specialization of Public Relations.
-To know the basic tools of Public Relations.
-To know the principles and ethics for the exercise of the profession in the field of organizations.
-To Know the profile of the PR professional.
Learning Outcomes
- CM13 (Competence) Incorporate codes of ethics and the ethical principles of self-regulation into advertising and public relations activities.
- CM14 (Competence) Optimally combine the different professional profiles involved in the planning of advertising campaigns and public relations campaigns.
- KM13 (Knowledge) Define the theories that characterise persuasive communication in the field of the production, distribution and reception of advertising messages and public relations campaigns.
- KM15 (Knowledge) Recognise professional profiles and their responsibilities in advertising and public relations.
- SM12 (Skill) Analyse advertising campaigns and public relations actions based on the theories and concepts of the discipline.
Content
THEME 1. Organizational context: management of invisible assets (identity, culture, reputation and CSR).
THEME 2. Conceptualization and evolution of the Public Relations (definition, aims, characteristics, aims, public, models and historical route).
THEME 3. Areas of specialization and basic tools of PR (panoramic review of the diverse areas of specialization emphasizing in the relations with means, the internal communication, the institutional relations, events, protocol and crisis communication; press conference, clipping and press dossier).
THEME 4. The professional of the RRPP (definition, position, responsibilities, capacities, abilities and roles)
*The content of the course will be sensitive to aspects related to the gender perspective. The gender perspective will be included in the analysis of the figure of the PR professional.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Autonomous | 83.5 | 3.34 | CM13, CM14, KM13, KM15, SM12, CM13 |
| Directed | 52.5 | 2.1 | CM13, CM14, KM13, KM15, SM12, CM13 |
| Supervised | 7.5 | 0.3 | CM13, CM14, KM13, KM15, SM12, CM13 |
Detailed exposition of the theoretical contents of the syllabus, especially of all the concepts that are imparted in this matter. In this way the students will have a theoretical base that will allow them to carry out, a posteriori, the planned learning activities.With regard to the practical sessions, the class will be divided into subgroups in order to be able to do a more personalised work with the seminar or practical tutors. In these practice sessions, group exercises will be carried out, raised in class, directly related to the specific topics as they are taught. These exercises will implement the method of case study, solving communication problems and / or the reading, analysis and sharing of specialized articles that the teacher considers of interest for the subject matter. As colophon to the subject the students will realize a final practice based on the study of a real experience of management of the PR in a company / institution. This final work will also be done in group (with the same group formed to the practical sessions). In this way, the students will contrast in practice the theoretical knowledge explained in class.
In the virtual campus, students will have links to complementary content for each thematic block. These materials must be read and reviewed in advance both to do the practices and to prepare the final theoretical test.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Practices | 30% | 2.25 | 0.09 | CM14, KM13, KM15 |
| Presentation final work | 30% | 2.25 | 0.09 | CM14, KM13, KM15 |
| Written test | 40% | 2 | 0.08 | CM13, CM14, KM13, KM15, SM12 |
Continuous assessment
The subject evaluation system is based on the following percentages:
B) 30% Execution and presentation of the practical exercises. All the students must sign the practical exercises.
The single assessment system for the subject is based on the following percentages:
A) 30% Control of knowledge:the theoretical control must be passed (5 or more) to pass the subject (essential condition).
B) 20% Resolution of 4 case studies and/or communicative challenges.
C) 20% Research work. Collect 4 scientific articles per topic. Make a reflection and relate concepts for each topic. Maximum 3 pages per topic (total 12 pages + collection of articles or links). In addition, an introduction justifying the choice of articles and some conclusions must be included.
D)30% Completion of the final practice: study on the management and structure of the PR of an organization fromprimary sources (interview with a person in charge of PR).
A(30%) + B (20%)+ C (20%) + D(30%) = 100% FINAL GRADE OF THE SUBJECT
Continuous re-evaluation
a) According to regulations, in order to participate in the catch-up process, students must have been previously assessed at least 2/3 of the total valuable activities of the subject.
b) The theory can only be recovered if the student in the exam has obtained less 4.9. The examen will consist of a written test to evaluate theoretical knowledge.
c) The student who has obtained a D in one of the practices, either because he has suspended or because he has not presented it (as long as it is for reasons accredited or acceptable by the teaching team) will have the option to present himself to his recovery during the period established ad hoc. The recovery of each practice will consist of the resolution of a case or communication problem in the classroom (day or time to be determined).
d) The final work of the subject (30%) is an valuable work that cannot be recovered in case of suspension. The reason is that it is practically impossible to carry out another job of these characteristics with the time available to us.
Single assessment re-evaluation
a) According to regulations, in order to participate in the recovery process, students must have previously been evaluated at least 2/3 of the total valuable activities of the subject.
b) The theory can only be recovered if the student has taken the theoretical test set in the evaluation and has obtained a grade of less than 4.9.
c) The grade achieved in the resolution of cases or communicative challenges will be part of the weighted average ofthe final grade. Only in case of failing this exercise and if the student considers it, he can choose to recover it with a test of the same nature.
d) The research work and the final work are not recoverable, and the mark obtained in each work (whether passed or not) will form part of the weighted average of the final mark.
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.
Bibliography
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 electrónico). Barcelona, Deusto.
Barrio, E. (2019). Responsabilidad Social Corporativa. De la noción a la gestión. Barcelona: UOC.
Castillo, Antonio (2009): Relaciones Públicas: teoría e historia. UOC, Barcelona. Libro electrónico de Antonio Castillo (Libro de RRPP )(Ant_Castillo)-pdf.
Costa, Joan (2012) "El Dircom hoy. Dirección y Gestión de la comunicación en la nueva economía". Editado por CPC (Barcelona).
Enrique, Ana y Morales, Francisca (coord.) (2015) "Somos Estrategas". Gedisa (Barcelona).
Grunig, J. y Hunt, T. (2003): Dirección de Relaciones Públicas. Gestión 2000.com. Barcelona.
Palencia-Lefler (2011): 90 técnicas de comunicación y relaciones públicas. Profit, Madrid.
Romero, Luis y Fernández, Carmen (2021): Introducción a las relaciones públicas. Mc Graw Hill. Madrid.
Xifra, Jordi(2011): Manual de Relaciones Públicas e Institucionales. Tecnos. Madrid.
Software
No specific software is used in this course.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (SEM) Seminars | 51 | Spanish | second semester | afternoon |
| (SEM) Seminars | 52 | Spanish | second semester | afternoon |
| (TE) Theory | 5 | Spanish | second semester | afternoon |