Advanced Studies in Public Relations
Objectives
- Identify, differentiate, and reflect on public relations models;
- Identify the differences between the instrumental perspective and the sociological perspective of Public Relations;
- Recognize and map Public Relations audiences;
- Know and problematize the relationship between Identity, Image and reputation;
- Master the concepts of risk communication and crisis communication and be able to apply these concepts to action in crisis communication manuals;
- Know the evolution and guiding principles of Public Relations models;
- Reflect on technological and cultural challenges for PR and list good practices for adapting professionals to technological and multicultural society;
- Frame epistemologically the emerging professions associated with Public Relations and reflect on the need for self-regulation.
General characterization
Code
02107733
Credits
10.0
Responsible teacher
Ivone Marília Carinhas Ferreira da Silva
Hours
Weekly - 3
Total - 280
Teaching language
Portuguese
Prerequisites
Available soon
Bibliography
- Coombs, T. (2010) The Handbook Of Crisis Communication. JOHN WILEY AND SONS LTD;
- Freeman, R. E. et al. (2010) Stakeholder Theory. The state of the Art . Cambridge, Cambridge University Press;
- Grunig, L. A., Grunig, J. E., & Dozier, D. M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum Associates, 653 pp;
- Ruler, B. van, Verčič, D., B¸tschi, G, & Flodin, B. (2000). The European Body of Knowledge on Public Relations / Communication management: The Report of the Delphi Research Project 2000. Ghent/Ljubljana: European Association for Public Relations Education and Research;
- Fombrun, C.; Van Riel, C. (1997) "The Reputational Landscape" Corporate Reputation Review 1(1):1-16;
- Van Ruler, Beteke; Tkalan, Ana; Vercic, Dejan (2008) "Public Relations Metrics: Measurement and Evaluation— An overview In Public Relations Metrics. Routledge.
Teaching method
Classes integrate:
- Exhibition of founding texts on Public Relations and current scientific articles;
- Debate on the relationship between the concepts presented and their application by PR professionals at national and international level, seeking to identify good practices;
- Presentation of case studies.
Evaluation method
Continuous Assessment - Elaboration of a scientific article based on one of the syllabus (80%), Reading of texts and participation in debate(20%)
Subject matter
- Public Relations Models;
- From the instrumental perspective of North American PR to the Habermasian view of European public relations;
- The publics of Public Relations: public, audiences or stakeholders?;
- Identity, image and reputation;
- Risk and crisis communication;
- Evaluation in Public Relations;
- Technological and cultural challenges for PR;
- Emerging professions and the problem of self-regulation.