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.

• 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

• - Individual and/or Group Work - 50.0%
• - Exam - 50.0%

• - Frequency - 25.0%
• - Communication Analysis Diagnostic - 30.0%
• - Culture Analysis Diagnostic - 30.0%
• - Attendance and Participation - 15.0%

NAO

– 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