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

Contínuos Evaluation comprises:

Class participation: 15%

Two work groups: (30% + 30% minimum score of 7.5 on each of values)

1) conduct an analysis-diagnostic culture of an organization to choose

2) conducting a diagnostic analysis, the communication system of the same organization

3) A test: 25% (minimum score = 7.5 points)

Final:

The evaluation will be based on examination by conducting three tests: a written test at the end of the semester, corresponding to 50% of the grade and two individual works identical to assessing frequency (30% -20% of grade) delivered on the day of the written examination . The work will be defended on a date to be arranged on the day of delivery. These conditions are applied in all exam.

• 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

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

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

NAO

– Austin. E. W  &  Pinkleton B. E. (2015). Strategic Public Relations Management. NY: Routledge.

– Gregory A. (2015). Planing and Managing Public Relations Campaigns: a strategic approach. London. 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”. Lisboa: Monitor. [ESEC 658/85]0