Media Relations

N/A

It will be used in this curricular unit an expository methodology, taking as its starting point the theoretical foundations of the discipline. This methodology will be complemented by the illustration of the theoretical principles from the use of empirical data. Use will be made of recent scientific articles that demonstrate the applicability of the theory to concrete situations. Students will be able to choose the form of Periodic Assessment (a written test, weighting 50%, and a practical assignment, weighting 50%) or Examination. There is a minimum grade of 8.0 values in each of the elements of the Periodic Assessment for approval in the course. The Exam Assessment will consist of a written test on all subjects, which will constitute 100% of the final grade.

Understand the relationship with the media from a perspective of image building and corporate reputation;
Know how to interact with the media, providing communication about products, brands and institutions;
Acquisition of skills for informative scheduling actions;
Ability to critically analyse media message production processes;
Ability to critically analyse an organization’s communication action strategy through the media;
Ability to design, structure and operationalize a communication action strategy through the media.

Media and society: the problem of effects
Media organizations and interconnection with sources
Information and events
Inventory of information topics
Selection of information to disseminate (rules)
What events interest journalists?
Explore the event
Organization of a media relations service
The Press Officer: Mission and Tasks
Press Files
Press File
Press release
Press conference
Crisis Information
Relations with digital media

• - Exam - 100.0%

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

NAO

Deschepper, J. (1992). Saber comunicar com os Jornalistas, CETOP.

Granado, A., & Malheiros, V. (2001). Como Falar com Jornalistas sem ficar à Beira de um Ataque de Nervos, Gradiva.

Libaert, T. (2008). Le Plan de Communication: Définir et organiser votre stratégie de communication, Dunod.

Lloyd, J., & Toogood, L. (2015). Journalism and PR, News Media and Public Relatons in the Digital Age, Tauris & Co.

Mimoso, M. (2012). Jornalistas e Empresas: pistas para uma relação necessária. Cidot Portugal.

Motion, J., Heath, R. L., & Leitch, S. (2016). Social Media and Public Relations, Fake Friends and Powerful Publics. Routledge.