Base Knowledge
N/A
Teaching Methodologies
) Theoretical and practical sessions, with an exhibition component and initial analysis and discussion of cases subsequently
ii) practice sessions with the ability to apply the concepts acquired.
Learning Results
• Know and understand the process of Public Relations and its four stages.
• Identify the need for research into the effectiveness of the decision process in Public Relations.
• Identify and interpret the materials that constitute the institutional discourse.
• Learn to interpret and convey the positions of management in line with the image strategy of the organization
Program
1. Contexts of Strategic Analysis in Public Relations: importance and implications for research
2. Analyzing the Organization: organizational culture
3. Analyzing the Stakeholders and Publics
4. Understanding the organization from the outside: image research
Curricular Unit Teachers
Grading Methods
- - Communication Analysis Diagnostic - 30.0%
- - Attendance and Participation - 15.0%
- - Frequency - 25.0%
- - Culture Analysis Diagnostic - 30.0%
- - Individual and/or Group Work - 50.0%
- - Exam - 50.0%
Internship(s)
NAO
Bibliography
– Austin. E. W & Pinkleton B. E. (2015). Strategic Public Relations Management. Routledge.
– Gregory A. (2015). Planing and Managing Public Relations Campaigns: a strategic approach. Kindle Editions ( 4ª Edition).
– Heath R. L. (Ed) (2010). Handbook of Public Relations. Sage Publications.
– Grunig J. E. & Hunt, T. (2003). Direccion de Relaciones Públicas. Madrid: Gestion 200
– Smith, R. D. (2020). Strategic Planning for Public Relations. Routledge.
– Thévenet, M. (1997). Cultura de empresa – Auditoria e mudança. Monitor. [ESEC 658/85]0