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  5. Public Relations Laboratory

Public Relations Laboratory

Objectives

The Public Relations Laboratory course is a space for consolidating the concepts acquired in the Public Relations course. The Public Relations Laboratory places the student in a simulated context of Public Relations Agency, based on real briefings received from NGOs, start ups or small local companies.
The student will learn teamwork skills, how to analyse eports, adapt to customer expectations and to prepare action and evaluation plans for priority audiences.

General characterization

Code

01105262

Credits

6.0

Responsible teacher

Ivone Marília Carinhas Ferreira

Hours

Weekly - 4

Total - 168

Teaching language

Portuguese

Prerequisites

N/A

Bibliography

  • Theaker, A; Yaxley, H. (2018) The Public Relations Strategic Toolkit
  • An Essential Guide to Successful Public Relations Practice. EUA: Routledge.
  • Kunsch. M. (2016) Relações públicas comunitárias: um desafio. Disponível em http://www.uel.br/ceca/portalrp/?p=39
  • Kunsch, M. (2003) Planejamento das Relações Públicas na comunicação integrada. São Paulo: Summus.

Teaching method

Supervised Public Relations practices that include
0- Reception and analysis of the briefing and constitution of teams (<4 people)
1- Elaboration of the diagnosis and presentation of it to the teacher (15 + 5%)
2- Planning and presenting it to the customer (20% + 10%)
3- Execution of the public relations plan (25%)
4- Evaluation of results (25%)
Students are assessed both quantitatively and qualitatively at the end of each stage, providing constructive feedback to students.

Evaluation method

Continuous Assessment - Elaboration of the diagnosis and presentation of it to the teacher (15 + 5%)(20%), Execution of the public relations plan (25%) and Evaluation of results (25%)(50%), Planning and presenting it to the customer (20% + 10%)(30%)

Subject matter

1. Strategic planning in public relations
1.1. Situational analysis
1.2 Defining audiences and objectives
1.3 PR planning
1.4 Implementation of the PR plan
1.4.1 Allocation of human and financial resources
1.5. Monitoring, Evaluation, Feedback.
2. Comunitary public relations.