Introduction to Strategic Communication


It is intended that, after completing the course, the student:
a) Understand the origin, responsibilities and the relationship of strategic communication with other dimensions of communication;
b) Understand the role of the strategic communicator in organizations (their role, interaction frameworks and ethical-moral requirements);
c) Master an overview of some of the most important theoretical orientations in this field of study;
d) Demonstrate the ability to critically analyze and expose the discipline's fundamental knowledge (theories, concepts, methodologies, instruments and work techniques);
e) Demonstrate the ability to critically read fundamental texts of the discipline (from a set of mandatory readings);
f) Demonstrate the ability to apply knowledge in practical exercises.     

General characterization





Responsible teacher

Ana Margarida da Silva Bebiano Barreto


Weekly - 4

Total - 168

Teaching language





• Argenti, P. A. (2015). Corporate communication. McGraw-Hill Higher Education.
• Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge university press.
• Hallahan, K., Holtzhausen, D., Van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3-35.
• Hatch, M. J., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing.
• Steyn, B. (2003). From strategy to corporate communication strategy: A conceptualisation. Journal of Communication Management.
• Zerfass, A., & Holtzhausen, D. R. (2014). Routledge Handbook of Strategic Communication. Routledge.

Teaching method

Privileging the multi-disciplinary, reflective, and critical discussion perspective, the expository methodology recommended by the Professor is based on the practice of viewing and interpreting texts and works with argumentation in the students' room, providing oral presentations and debates. Bibliographic and audiovisual resources are introduced through collective visualization and individual research.

Evaluation method

Continuous Assessment - Individual and written demonstration of theoretical knowledge (test) (45%), Oral and written demonstration of mastery in the identification, presentation and analysis of the practical application of knowledge, with the support of audiovisual support (group work) (45%), Participation in classes as measured by the quantity and quality of students' interventions when called upon, as in debate, collective readings, other contributions (10%)

Subject matter

1. What is Strategic Communication?
2. Strategy and Identity
3. Image and Reputation
4. Strategic audiences
5. Ethics and Deontological Codes
6. Strategic Communication in Organizations
7. Crisis communication strategies