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Public Relations and Communication 2017/2018

  • 7 ECTS
  • Taught in Portuguese
  • Both continuous and final Assessment


The curricular unit of Public Relations and Communication challenges a global need for enterprise and tourismrelated organizations, to interact with their publics. With the themes it is intended to teach students to acquire a solid theoretical and practical knowledge, which allows them, in professional environment connected to tourism, be able to: 1. Understand the concept, origin, evolution and the role of Public Relations in organizations; 2. Identify the diversity of publics who interact with the organization, as well as interpret the characteristics of multidisciplinary areas of public relations; 3. Understand the new challenges of the Tourism communication. 4. RP project development.

Recommended Prerequisites


Teaching Metodology

1. Contact theoretical and practical Sessions in which predominates the exhibition component supported, when appropriate, with the illustration of cases and practical examples of implementation, to stimulate the intense participation of the students.
2. Acquire methodological competencies varied in order to be able to organize a work properly framed in the bibliography provided.

Body of Work

Theme 1 | The concept, the origin and evolution of Public Relations activity
Theme 2 | The role of Public Relations in organizations
Theme 3 | Public Relations and the diversity of publics
Theme 4 | Multidisciplinary areas of Public Relations
Theme 5 | Communication in tourism
Theme 6 | PR project (Group)

Recommended Bibliography

Jelen-Sanchez, A. (2017). Engagement in public relations discipline: Themes, theoretical perspectives and methodological approaches. Public Relations Review. Dec2017, Vol. 43 Issue 5, p934-944. 11p. (B-on).
Kotler, P., Kartajaya, H., Setiawan, I. (2016). Marketing 4.0: moving from traditional to digital. New Jersey: Wiley
Monteiro, D., Almeida, F., Campos, J. (2014). Comunicação 2.0 - como o poder da web influencia decisões e desafia modelos de negócio. Lisboa: Actual Editora.
Wienclaw, R. A. (2013) Public Relations.Research Starters: Business (Online Edition). B-on, reviewed 2017.
Wilcox, D.L., Cameron, G. T., Reber, B. H. (2015). Public relations: strategies and tactics. Eleventh edition. England: Pearson.

Complementary Bibliography

Caetano, J., Rasquilha, L. (2009). Gestão da comunicação. Lisboa. Quimera Editores.
Marujo, M. N. (2008). Turismo & Comunicação. Castelo Branco. RVJ Editores, Lda.
Winner, Paul, (1991). Gestão moderna das relações públicas. Trad. de Isabel Mafra. Mem Martins: CETOP.

Several Texts provided by teacher.

Weekly Planning

Week 1 and 2 – Theme 1 | The concept, the origin and evolution of Public Relations activity
Week 3-Theme 2 | The role of Public Relations in organizations Week 4 and 5 – Theme 3 | Public relations and the diversity of publics
Week 6 to 9 - Theme 4| Multidisciplinary areas of public relations - 1st evaluation moment
Week 10 to 12 - Theme 5 | Communication in tourism
Week 13 to 1 7 - Theme 6| PR project (Group) - 2nd evaluation moment

Demonstration of the syllabus coherence with the curricular unit's objectives

The goal of understanding the concept, the origin, the evolution of public relations through the ages is reflected through the development of the concept of public relations, the origin and developments nationally and internationally; reflected on the importance of public relations in organizations; The goal of identifying the diversity of audiences and multidisciplinarity is reflected through the identification of the different public segments and the interpretation of the characteristics of multidisciplinary areas of public relations; The goal of understanding the new creative challenges of communication in tourism is reflected on the study of traditional and digital forms of communication, learning how to select those that best fit the Organization; The goal of developing a Public Relations project reflects the incorporation of contents acquired and used in practical cases.

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The teaching methodologies used to achieve the goals of understanding the evolution of the concepts of public relations, knowledge of your origin and evolution, the importance of the organizations, the public and your diversity multidisciplinarity, understand the new challenges of communication and the development of a project of public relations, will be the lecture, the exploration of reading texts applied to each context, analysis of case studies and the development of group work with presentations.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledgeYesYes
Adapting to new situationsYesYes
Analytical and synthetic skillsYesYes
Balanced decision makingYes 
Bargaining abilityYes 
Commitment to effectiveness  
Commitment to quality  
Cultural awareness  
Ethical and responsible behaviourYes 
Event organization, planning and managementYesYes
Foreign language proficiency  
Information and learning management  
Initiative and entrepreneurship capabilityYes 
IT and technology proficiency  
Problem Analysis and AssessmentYes 
Relating to othersYesYes
Research skillsYesYes
Understanding multiculturalism and valuing diversity  
Written and verbal communications skillsYesYes
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