Advanced Studies in Public Relations

Objectives

  1. Identify, differentiate, and reflect on public relations models;
  2. Identify the differences between the instrumental perspective and the sociological perspective of Public Relations;
  3. Recognize and map Public Relations audiences;
  4. Know and problematize the relationship between Identity, Image and reputation;
  5. Master the concepts of risk communication and crisis communication and be able to apply these concepts to action in crisis communication manuals;
  6. Know the evolution and guiding principles of Public Relations models;
  7. Reflect on technological and cultural challenges for PR and list good practices for adapting professionals to technological and multicultural society;
  8. 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

  1. Coombs, T. (2010) The Handbook Of Crisis Communication. JOHN WILEY AND SONS LTD;
  2. Freeman, R. E. et al. (2010) Stakeholder Theory. The state of the Art . Cambridge, Cambridge University Press;
  3. 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;
  4. 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;
  5. Fombrun, C.; Van Riel, C. (1997) "The Reputational Landscape" Corporate Reputation Review 1(1):1-16;
  6. 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

  1. Public Relations Models;
  2. From the instrumental perspective of North American PR to the Habermasian view of European public relations;
  3. The publics of Public Relations: public, audiences or stakeholders?;
  4. Identity, image and reputation;
  5. Risk and crisis communication;
  6. Evaluation in Public Relations;
  7. Technological and cultural challenges for PR;
  8. Emerging professions and the problem of self-regulation.

Programs

Programs where the course is taught: