How to find us

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.

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

Caetano, J., Rasquilha, L. (2009). Gestão da comunicação. Lisboa. Quimera Editores.
Marujo, M. N. (2008). Turismo & Comunicação. Castelo Branco. RVJ Editores, Lda.
Wilcox, D. & Cameron, G., (2012). Public relations: strategies and tactics. Publicação: Boston: Allyn & Bacon, cop.
Winner, Paul, (1991). Gestão moderna das relações públicas. Trad. de Isabel Mafra. Mem Martins: CETOP.

Complementary Bibliography

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
Week 10 to 12 - Theme 5 | Communication in tourism
Week 13 to 1 7 - Theme 6| PR project (Group)

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

The objectives of the curricular unit suited to the programmatic content, being developed in accordance with the evolution of learning content, and is adapted to various parts in which is divides the proposed programme. Doing a close link with examples and case studies, UC will explore the main theoreti

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

Given that the proposed objectives balance the fundamental theories of public relations associated with tourism and the practical application of the contents in the field of concepts, the methodology adopted complies with these purposes. Across the teachable moment is the research approach, reflected in the group project to build along the course fundamental competences for the future.

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
This website uses cookies to provide better functionality and for performance measurements (European Union Directive 2009/136/EC)