Publication in the Diário da República: Despacho n.º 428/2023 de 09/01/2023 + RA-EF/641/2011/AL04 de 22/01/2025
6 ECTS; 3º Ano, 1º Semestre, 42,0 TP + 2,0 OT , Cód. 8297128.
Lecturer
- Andreia Maria Alves de Almeida (1)(2)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
Prerequisites: Knowledge of communication and marketing.
Co-requisites: Participation in practical activities and the development of a final project.
Objectives
a) Understand the theoretical foundations of public relations and the media.
b) Develop practical skills in the use of digital communication tools.
c) Analyse and create multimedia content for public relations campaigns.
d) Evaluate the effectiveness of communication strategies across different platforms.
e) Plan, structure and implement the institutional Communication Office of ESTA-IPT, applying diagnostic, strategic planning, execution and evaluation methodologies.
Program
Fundamentals of Public Relations
1.a) History and evolution of public relations
1.b) Ethics and legislation in public relations
1.c) The role of communication offices in public and academic institutions
New Media and Digital Communication
2.a) Social media and its impact on communication
2.b) Digital communication tools (blogs, podcasts, videos, institutional newsletters)
2.c) Institutional digital platforms (websites, intranet, academic portals)
Multimedia Content Production
3.a) Content creation for different institutional platforms
3.b) Storytelling and "engagement" techniques for the academic and local audience
3.c) Visual identity manual and good practices in institutional communication
Evaluation and Analysis of Communication Campaigns
4.a) Methods for evaluating the impact and effectiveness of institutional communication
4.b) Case studies of communication campaigns in higher education
4.c) Media monitoring and digital reputation analysis
Laboratory Project: Creation and Implementation of a Communication Office
5.a) Structuring the office: mission, objectives, organisational chart and roles
5.b) Strategic planning: diagnosis, target audiences, internal and external communication plan
5.c) Development of official communication channels (website, social media, newsletter, media kit)
5.d) Production of institutional campaigns (events, academic fairs, IPT/ESTA brand)
5.e) Practical implementation: task allocation, editorial calendar, crisis management simulation
5.f) Continuous evaluation: performance reports, visibility and impact indicators
Evaluation Methodology
Continuous Assessment
In this assessment period, the assessment of the course unit is continuous and results from the following weighted average: Participation 20% + Theoretical-Practical Assignment 40% + Assignment Presentation 40%.
The student passes the course unit in accordance with the provisions of Points 11 and 12 of Article 11 of the IPT Academic Regulations.
Assessment by Examination
In this assessment period, the assessment of the course unit results from the following weighted average: Theoretical-Practical Assignment, whose brief is released during the semester 50%, and Assignment Presentation 50%. The student must submit the written assignment up to 2 days before its defence. Point 3 of Article 11 of the Academic Regulations of the IPT Schools (exclusion from examination) applies to this course unit. The student passes the course unit in accordance with the provisions of Points 11 and 12 of Article 11 of the IPT Academic Regulations.
Working Students
The assessment described above also applies to working students. Working students must contact the lecturer during the first two weeks of classes in order to be informed of their assessment method.
Erasmus Students
The assessment described above also applies to Erasmus students. Erasmus students must contact the lecturer in order to be informed of their assessment method within two weeks of their arrival.
Bibliography
- Barqueiro , C. e Barqueiro , C. (2007). O Livro de Ouro das Relações Públicas. (Vol. 1). (pp. 5-240). Lisboa: Porto Editora. Lisboa
- McLuhan, M. (1964). Understanding Media: The Extensions of Man . (Vol. n/a). (pp. 1-384). New York, NY : McGraw-Hill
- Solis , B. (2011). Engage: The Complete Guide for Brands and Business to Build, Cultivate, and Measure Success in the New Web. (Vol. n/a). (pp. 1-288). Wiley : Wiley
- Users of the world, unite! The challenges and opportunities of Social Media .(2010, 0 de ---). Business Horizons,
Teaching Method
Metodologia Expositiva(teórico-conceptual):Aulas teóricas com apresentação de conceitos e discussão orientada como preparação para a aplicação prática.
Metodologia Ativa(laboratorial e projeto-âncora): Criação e implementação do Gab. Comunicação ESTA
Software used in class
Microsoft Office (Word, Excel, PowerPoint, Teams)
Zoom
Adobe Creative Suite (Photoshop, Illustrator, Premiere)
Canva
Swonkie
Meta Business Suite
Google Analytics
