course 2013-2014

Public Relations Fundaments (22206)

Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: First.
Term: First.
Number of ECTS credits: 6 credits
Hours of studi dedication: 150 hours
Teaching language or languages: catalán
Teaching Staff: Mónika Jiménez-Moralas ([email protected]). Office 52.807.

Sara Vinyals Mirabent ([email protected]). Office 52.807

1. Presentation of the subject

Study and analysis of fundamentals of Public Relations. Subject whose main objectives are to give to the students a first immersion in the basics of PR, from a theoretical as well as a practical application.

The course aims students to develop the ability of understanding the theories, systems and the essential processes of Public Relations, as well as to develop the professional and the personal roles which are most in demand by the public relations agencies.


2. Competences to be attained

General:

· Communicative competencies

· Practical competencies

· Autonomous work capability

· Team work capability

· Knowledge of the basic concepts.

· Attention

· Critical and auto-critical ability

Specific:

· Comprehension of PR as a communication process in an economic and social environment. 360º Communication concept

· Capability of understanding the customer's demands.

· Capability of identifying targets, providing strategic solutions

· Capability of identifying procedures and phases on the development of a PR campaign: briefing, strategy, creation and communication plan.


3. Contents

1st block: Introduction

1. What is Public Relations? Philosophy. Contents and definition. Social functions and professional profiles. Companies and Institutions.

2. The Evolution of Public Relations. Origins of PR in the USA. PR Evolution through history. PR in Spain.

3. Ethics and Professionalism Definition and ethical codes.

4. Public Relations Departments and Firms. Organizational structures of main PR agencies. Internal PR departments.

2nd Block: PR Process

5. Research Understanding the importance of research in the PR process. Methods and techniques.

6. Program Planning Identification of the different elements of a PR Strategic plan: bases, proceedings and characteristics.

7. Communication Understanding the role of an effective communication on the PR process. Media and targets.

8. Evaluation Measuring the different elements of the communication process.

9. Public Opinions and Persuasion The role of persuasion on the modern era.

10. Conflict Management: Dealing with Issues, Risks, and Crisis.

11. Reaching Diverse Audiences Specific insights and target conducts.

12. Public Relations and the Law

13. The Internet and Social Media

14. Preparing Materials for Mass Media

15. Radio and Television Media as a tool for the PR campaign.

16. Meetings and Events

17. Corporations and PR

18. Entertainment, Sport , Tourism and PR

19. Politics, Government and PR

20. Global Public Relations

21. Nonprofit, Health, and Education


4. Assessment

Individual exercises on the topics covered in class. 10% of the final qualification

· Final exam. 55% of the final qualification

• Final project. 25% of the final qualification

• Class attendance. 10% of the final qualification

The course will not be passed if there are failed parts

To qualify for retake the course must have passed the final work, and the 80% of the individual practices delivered within the evaluation period (October to December) .


5. Bibliography and teaching resources

5.1. Basic bibliography

CUTLIP, S.; CENTER, A., y BROOM, G. Relaciones Públicas eficaces, Barceona: Gestión 2000, 2000

GRUNIG, J. -HUNT, T. (2000): Dirección de Relaciones Públicas. Barcelona: Gestión 2000.

XIFRA, J. (2011): Manual de Relaciones Públicas e Institucionales. Madrid: Tecnos

XIFRA, J. (2003): Teoría y estructura de las Relaciones Públicas. Madrid: McGraw-Hill.

WILCOX, D. L. - CAMERON, G. T. - XIFRA, J. . Relaciones Pública. Estrategias y Tácticas. 10a Ed. Madrid, Pearson 2012.


5.2. Complementary bibliography

BERNAYS E. (2011): Crystallizing Public Opinion. New York: Ig Publishing

(2004): Public Relations. New York: Kessinger

L'ETANG J. (2007): Public relations: concepts, practice and critique. London: Sage

SEITEL, F.(2002): Teoría y Práctica de las Relaciones Públicas, Madrid :Prentice Hall.

XIFRA, J. (2007): Técnicas de las Relaciones Públicas. Barcelona: UOC

Tripodos 24: "Global Public Relations; Trens ans Challenges/ Les Relacions Públiques Globals: tendències i reptes" Barcelona: Facultat de Comunicació Blanquerna, 2009.


5.3. Teaching resources

The sessions are complemented by theoretical analysis and case studies with different material that students can access through the virtual classroom.


6. Metodology

Theoretical-practical alternative explanations on the matter with the completion of work and the development of case studies conducted in groups.

7. Activities Program

1st week:

24 - 30 /09

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

HOLIDAY

The whole group

PRACTICAL SESSION

PRACTICAL SESSION

WEEK 2:

01 - 07 /10

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 1

The whole group

· UNIT 2

PRACTICAL SESSION

PRACTICAL SESSION

WEEK 3:

08 -14 /10

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 2

· UNIT 3

PRACTICAL SESSION

PRACTICAL SESSION

HOLIDAY

WEEK 4:

15 -21 /10

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 4

The whole group

· UNIT 5

PRACTICAL SESSION

PRACTICAL SESSION

WEEK 5:

22-28 /10

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 6

· UNIT 7

The whole group

· UNIT 8

PRACTICAL SESSION

PRACTICAL SESSION

WEEK 6:

29/10 -04 /11

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 9

· UNIT 10

The whole group

· UNIT 11

· UNIT 12

HOLIDAY

HOLIDAY

WEEK 7:

05 -11 /11

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· UNIT 13

The whole group

· UNIT 14

· UNIT 15

TUTORING

TUTORING

WEEK 8:

12-18 /11

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· Unit 16

The whole group

· Unit 17

Practical Session

Practical session

WEEK 9:

19-25 /11

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· Unit 18

The whole group

· Unit 19

Practical Session

Practical Session

WEEK 10:

26 /11- 02 /12

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· Unit 20

The whole group

· Unit 21

Practical session

Practical session

WEEK 11:

03- 09 /12

MONDAY

10.30-12.30 h.

TUESDAY

12.30-14.30 h.

THURSDAY

10.30-12.30 h.

FRIDAY

10.30-12.30 h.

The whole group

· Project's presentation

The whole group

· Project's presentation