Public Relations


After attending this course, students will be able to:
a) Know the place of Public Relations in the scientific field of Communication Sciences;
c) know the history, theoretical principles and public relations models;
d) Analyze and develop techniques and professionals routines of PR in media communication;
e) Reflect about ethical codes of PR and the desired profile of a professional of this área.

General characterization





Responsible teacher

Ivone Marília Carinhas Ferreira


Weekly - 4

Total - 168

Teaching language





Bland, M.; Theaker, A.; Wragg, D. (2005). Effetive Media Relations. Kogan Page.
Cutlip, Scott M.; Center, Allen M.; Broom, Glen M. (2005, 9ª edição), Effective public relations. EUA: Prentice-Hall.
Gonçalves, G. (2010). Introdução à Teoria das Relações Públicas. Porto: Porto Editora
Grunig, James E. (1992) (ed), Excellence in public relations and communication management, NJ: Lawrence Erlbaum Associates.
Heath, Robert (2001) (ed). Handbook of public relations. EUA: Sage Publications.
Hunt, Todd; Grunig, James E. (1994), Public relations techniques. EUA: Harcourt Brace College.

Teaching method

Program content presentation with multimedia support; Public Relations supervised practice.

Class A in Portuguese
Class B lin English

Evaluation method

Método de avaliação - Public Relations Practices: 25% + 25%(50%), Written Test: 50%(50%)

Subject matter

1. Public Relations history
2. Theories and models of Public Relations
2.1 The place of Public Relations in the Communication Sciences field
3. Public and Public Opinion
3.1 Public Types
4. Public Relations goals
5. The domain of Public Relations
6. Public Relations Professional Profile: Personality and qualifications
7. Skills of the Public Relations professional
8. Communication of Public Relations.
8.1 Communication with mass media (clipping, Press release, press kit, press conferences)
9. Professional ethics and deontology in Public Relations