Public Relations and Event Managment

Media Studies
5 ECTS; 2º Ano, 1º Semestre, 15,0 PL + 30,0 TP + 2,50 OT

- Vanda Cristina Frazão Neves


At the end of the course students should be able to identify the needs and all procedures in the event planning. Develop the event as also the comunication and public relation action plan, taking into account the briefing and the ultimate goal of the event.

1 - Public Relations in Communication Strategy - the importance of public relations,in the communication strategy, how to work them. The several tipes of PR.
The media in Portugal. The role of the media in public relations area.

2 ? Target personalization ? Target types and characteristics. How to apply the targueting methods in to a public relation strategy.

3 - Event Planning and Production - Event types. The media plan as part of the event strategy.
What is a press release; how to do it and the main characteristics, taking into account the various areas of communication.

4 ? Sponsorship and Sponsorship Protocol - Types of sponsorships.
The role of sponsors and how to adapt the types of communication, considering the importance and characteristcs of the sponsor.

5 ? Evaluation Methods - The evaluation methods (qualitative and quantitative), and how to apply them.
The main conclusions to be drawn from the evaluation methods. What to evaluate before, during and after an action / event, and how to integrate the evaluation and control in the event calendar.

Evaluation Methodology
Attendance and Participation - 20% Group work - 30%. Written Test - 50%.
Exam - 100%
Re-sit Exam - 100%

- Simões, M. e Isidoro, A. e Caetano, J. e de Saldanha, S. (2013). "Manual de Organização e Gestão de Eventos". (Vol. 1). (pp. 1-2016). Lisboa: Edições Sílabo
- Barqueiro Cabrero, M. e Barqueiro Cabrero, J. (2007). "O Livro de Ouro Das Relações Públicas". (Vol. 1). (pp. 1-240). Lisboa: Porto Editora
- Lampreia, J. (2003). "Comunicação Empresarial - As Relações Públicas na Gestão". (Vol. 1). (pp. 1-111). Lisboa: Texto Editores

Method of interaction
The theoretical learning is complemented by practical analysis of real cases, for a knowledge directed to the current market as also the new skills in the event manegement and Public relations área.

Software used in class