Teaching Methodologies
The teaching methodology is based on the teaching of theoretical and practical classes, both face-to-face and distance learning. To achieve a proper apprehension of the programmatic content by the students, the methods to be used will be diversified and developed with a practical component, seeking a balance between theoretical information and critical participation. The assessment will be continuous and presuposes the elaboration of a theoretical-practical work.
Learning Results
The students should:
– Know Theoretical and conceptual basis of Journalism and Press Office;
– Understand the role and objectives of the press officer in the current communicational context;
– Understand the information needs of the various media as well as the communication strategies to be used in each one;
– Understand how press offices work;
– Organize events and write socio-politically significant contents;
– Analyze information disseminated by the media;
– Reflect on the role of the media in a democratic society.
Program
1. Origin, affirmation and development of the Press Office;
2. Journalism and Press Office: incompatibilities, relationships and specificities;
3. Press Office and new technologies: the era of digital media;
4. Role of the press officer in political and organizational society;
5. Communication strategies of a press officer.
Curricular Unit Teachers
Grading Methods
- - Individual and/or Group Work - 100.0%
- - Individual and/or Group Work - 100.0%
Internship(s)
NAO
Bibliography
– Carvalho, C. e Reis, L. (2009). Manual Prático de Assessoria de Imprensa. Rio de Janeiro: Elsevier Editora.
– Deniau, K. (2022). Ce que les relationnistes doivent savoir pour convaincre les journalistes. Isarta infos. https://isarta.com/infos/ce-que-les-relationnistes-doivent-savoir-pour-convaincre-les-journalistes/
– Hiebert, R.E. (1966). Ivy Lee: “Father of Modern Public Relations”. The Princeton University Library Chronicle. Vol. 27, No. 2, pp. 113-120. https://www.jstor.org/stable/26409644?seq=1#metadata_info_tab_contents
– MacNamara J. (2014). Journalism–PR relations revisited: The good news, the badnews, and insights into tomorrow’s news. Public Relations Review.(40) 739–750. https://www.researchgate.net/publication/265129196_Journalism-PR_relations_revisited_The_good_news_the_bad_news_and_insights_into_tomorrow’s_news
– Mesquita, M. (2003). O Quarto equívoco. Coimbra: Minerva.
– Ribeiro, V. (2018). Os Bastidores do Poder. Coimbra: Almedina.