Communication and Public Policies
Objectives
- To deepen the issues of strategy and strategic communication in connection with public policy;
- To understand the dynamic of the Public Sphere in a globalized society and the influence of communication strategies in the effects and impacts of public policies;
- To develop analysis taking in account the political, cultural, and economical environment in the definition, implementation and accountability of communication strategies of public policies.
General characterization
Code
02107700
Credits
10.0
Responsible teacher
Graça Maria Bordalo Rocha Simões
Hours
Weekly - 3
Total - 280
Teaching language
Portuguese
Prerequisites
Available soon
Bibliography
Araújo, L. e Rodrigues, M.L. 2017. Modelos de análise das políticas públicas. Sociologia, Problemas e Práticas, nº 83, pp. 11-35.
Bentele, G.; Nothhaft, H. 2010. Strategic Communication and the Public Sphere from a European Perspective. International Journal of Strategic Communication, 4:93-116.
Binderkrantz, A. S.; Krøyer, S. 2011." Customizing strategy: Policy goals and interest group strategies". Interest Groups & Advocacy (2012) 1, 115–138.
Cabañero-Verzosa, C; Garcia, H. R. 2009. Building Commitment to Reform through Strategic Communication – The Five Key Decision. Washington D.C.: The World Bank.
Castells, M. 2008. The New Pubic Sphere: Global Civil Society, Communication Networks, and Global Governance. Annals, AAPSS, 616, March.
Cornish, P. ; Lindley-French, J. ; Yorke, C. 2011. Strategic Communications and National Strategy - A Chatham House Report.
Rua, Maria das Graças 2013. Para aprender políticas públicas. Volume 1: Conceitos e Teorias. Brasília: IGEPP.
Teaching method
Theoretical framework and conceptual aspects (60%) and analysis of case studies (40%).
Classes will balance the theoretical exposition by the teacher and the active and critical participation by students, either individually based on specific assignments or in teamwork (IEC - Independent Evaluation Committee of a specific public policy to be chosen every semester, role play exercise).
Evaluation method
Continuous Assessment
Final written individual assignment and oral presentation - 60.0%
Written individual assignment with oral presentation and performance on IEC - 40.0%
Subject matter
- Strategy and strategic communication as a tool at the service of public policies. The professionals of strategic communication;
- Political communication vs public policies communication. Politics vs policy. Government and governance. Public Sphere in a globalized society;
- Strategic management and crisis management. The public policy process, i.e agenda setting. Actors, agents, stakeholders, audiences, publics;
- Domestic (local, regional and national) and international policies. International links and interactions, namely with EU policies and EU communication.