Strategic Analysis in Public Relations

N/A

) 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.

evaluation

• 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

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

CONTINUOUS EVALUATION:

• a) class participation: 15%
• b) analysis-diagnosis of the culture of an organization of choice: 30% (minimum, 9.5)
• c) analysis-diagnosis of the same organization's communication system: 30% (minimum  9.5)
• d) one test: 25% (minimum = 7.5 )

•ASSESSMENT BY EXAM*
•It will be based on three tests under the same conditions as the continuous assessment:
•a written test at the end of the semester, corresponding to 40% of the final grade (7,5)
•two works, in group/individual, identical to those of the continuous assessment (30+30% of the grade) with the same conditions (9,5)
*Practical work under examination must take into account what is described in the script provided in the support materials and be submitted for prior assessment by the teacher, until the last day of classes.

NAO