Public Relations Planning

Base Knowledge

N/A

Teaching Methodologies

The syllabus will be developed by:

i) expositive theoretical sessions

ii) theoretical/practical sessions to monitor the groups’ work

iii) workshops with active participation from students

 

Evaluation by frequency: One group work to be presented in the end of the semester, that will weigh 50% of the final grade; two individual components:  a test (that will weigh 25% in the final grad) and participation in workshops and activities that are proposed (that will weight 25% in the final grad).

 

Evaluation by exam: A written test in the date set by ESEC,that will weigh 50% in the final grade; an individual work (public relations plan), that will weigh 50% in the final grade.

 

Minimum grade in all components: 7,5.

Learning Results

– Conceive communication actions in consonance with the organization’s goals and publics

– Plan and organize events, manage its implementation, controlling costs and protocol

– Conceive and manage contents for external communication

– Use concepts, paradigms and models of the Public Relations Theory

Program

Part I: Public relations plan – possibilities, frontiers and applications

1. Public relations planning:

a. Range of actions in public relations

2. Event planning

> workshop on event planning

3. CRS communication

a. Environmental communication

b. Communication with the community

> workshop on CSR communication

4. Cultural communication

> workshop case studies analysis

Part II: The making of the public relations plan: specificities of digital communication

a. Contents for digital communication

Grading Methods

Exam
  • - Exam - 50.0%
  • - Individual and/or Group Work - 50.0%
Continuing Evaluation
  • - Workshop's Participation - 25.0%
  • - Frequency - 25.0%
  • - Individual and/or Group Work - 50.0%

Internship(s)

NAO

Bibliography

Allen, J. (2000). Event planning: the ultimate guide to successful meetings, corporate events, fundraising galas, conferences, conventions, incentives and other special events. John Wiley & Sons.

Libaert, T. (2017). Le Plan de Communication. Définir et organiser votre stratégie de Communication. Dunod (5º Edição)

– Gregory A. (2015). Planing and Managing Public Relations Campaigns: a strategic approach. London. Kindle E

Kunsch, M. (2003). Planejamento de Relações Públicas na Comunicação Integrada”. Summus Editorial.

Lendrevie et al (2018). Mercator XXI – Teoria e Prática do Marketing (17ª edição). Publicações Dom Quixote.

Amaral, I. (2018). Imagem e Sucesso: guia de protocolo para empresas. 6ª ed. Verbo

Xifra, J. & Lalueza, F. (2009). Casos de Relaciones Públicas e Comunicación Corporativa. Pearson Educacion

Xifra, J. (2014). Manual de relaciones públicas e institucionales. Editorial Tecnos