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Public Relations in Hospitality 2017/2018

  • 4 ECTS
  • Taught in Portuguese
  • Continuous Assessment

Objectives

The subject main objectives are:
a) learning the origin, history and future of this discipline;
b) identify different publics and instruments / media that the public relations has to transmit its messages;
c) the types of communication inherent to the public relations technic;
d) develop a public relations plan
e) application of all Public Relations concepts properly associated with the hospitality sector.

Recommended Prerequisites

Not applicable

Teaching Metodology

1. Theoretical-practical contact sessions in which the supported expository component predominates, whenever appropriate, with case illustrations and practical examples of application, in order to stimulate the intense participation of the students.
2. Another component of the course is the practical application of concepts and the conduct of group study / conference visits and group work based on the thematic cluster of NI & PDT research projects.
3. It will be tried that the student acquire diverse methodological competences in the sense of being able to organize a self-study work properly framed in the bibliography provided.
Continuous evaluation: Participation (10%), Test (40%), Practical work (25%+25%)

Body of Work

Part I Fundamentals of Public Relations
1. Historical Evolution and Contemporary Contexts of Public Relations
2.Position, functions, models and theory of excellence in Public Relations
3. Human and ethical behavior as the foundation of strategic communication and culture in organizations
3.1 The Code of Ethics and Deontology of Public Relations
Part II - Areas of Organization and Intervention of Public Relations in Organizations
1.Identity, reputation and image of organizations
2.Typologies of public interest
3. Social Responsibility and Sustainable Development
4. Internal and External Communication
5. Institutional Communication
6. Public relations as a means of persuading corporate and institutional public opinion. Cases associated with the hospitality sector.
7. Strategic development of corporate public relations in case of crisis. Cases associated with services and Hospitality.
8.Communication and Media Relations
9. The new forms of relational communication
9.1. The

Recommended Bibliography

Almeida, V. (2000). A Comunicação Interna na Empresa, Praxis, 2000, Lisboa
Barquero, J., e Barquero, M. (2007). O Livro de Ouro das Relações Públicas. Porto Editora, Porto
Gonçalves , G., (2010). Introdução à Teoria das Relações Públicas. Porto Editora, Porto
Grunig, J.; Hunt, T. (2003). Dirección de Relaciones Públicas, Ediciones Gestión 2000, Barcelona
Cutlip, S., Center, A. e Broom, G. (2001). Manual de Relaciones Públicas Eficazes, Ediciones Gestión 2000, Barcelona
Villafañe, J. (1998). Imagem Positiva – Gestão estratégica da imagem das empresas. Lisboa, Edições Sílabo
Vergili, R. (2014). Relações Públicas, Mercados e Redes Sociais, Editorial Summus, São Paulo

Complementary Bibliography

Gonçalves, G. (2013). A Ética das Relações Públicas, Editora Minerva, Coimbra
Sellnow, T. e Seeger, M. (2013).Theorizing crisis communication, Wiley Blackwell, West Sussex
Villafañe, J.(1999). La gestión profesional de la imagen corporativa, Ediciones Pirámide, Madrid

Weekly Planning

February
05/02 Lecture 1
Teacher presentation, curricular unit objectives, syllabus contents and evaluation system.
Contextualization / contribution of the curricular unit for the professional exits of the course
Part I Fundamentals of Public Relations
1. Historical Evolution and Contemporary Contexts of Public Relations
06/02 Lecture 2
2.Position, functions, models and theory of excellence in Public Relations
19/02 Lecture 3
3. Human and ethical behavior as the foundation of strategic communication and culture in organizations
3.1 The Code of Ethics and Deontology of Public Relations
20/02 Lecture 4
3. Human and ethical behavior as the foundation of strategic communication and culture in organizations
3.1 The Code of Ethics and Deontology of Public Relations
26/02 Lecture 5
Part II - Areas of Organization and Intervention of Public Relations in Organizations
1.Identity, reputation and image of organizations
27/02 Lecture 6
1.Identity, reputation and image of organizations (conclusion)
March
05/03 Lecture 7
2.Typologies of public interest
06/03 Lecture 8
3. Social Responsibility and Sustainable Development
12/03 Lecture 9
4. Internal and External Communication
13/03 Lecture 10
5. Institutional Communication
03/19 Class 11
5. Institutional Communication (conclusion)
20/03 Lecture 12
6. Public relations as a means of persuading corporate and institutional public opinion. Cases associated with the hospitality sector.
April
09/04 Lecture 13
6. Public relations as a means of persuading corporate and institutional public opinion. Cases associated with the hospitality sector.
10/04 Lecture 14
7. Strategic development of corporate public relations in case of crisis. Cases associated with services and Hospitality.
16/04 Lecture 15
Individual Work Presentation
17/04 Lecture 16
8.Communication and Media Relations
23/04 Lecture 17
8.Communication and Media Relations
9. The new forms of relational communication
9.1. The Internet as a Public Relations Tool
24/04 Lecture 18
9.1. The Internet as a Public Relations Tool
30/04 Lecture 19
10. Public relations plan. Development of each of the stages and practical application
May
07/05 Lecture 20
10. Public relations plan. Development of each of the stages and practical application
08/05 Lecture 21
10. Public relations plan. Development of each of the stages and practical application
14/05 Lecture 22
10. Public relations plan. Development of each of the stages and practical application
15/05 Lecture 23
10. Public relations plan. Development of each of the stages and practical application
21/05 Lecture 24
Presentation of individual work
22/05 Class 25
Presentation of individual work
28/05 Class 26
Smart talk with guests from the business area
28/05 Lecture 27
Reviews

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

The objectives of the curricular unit are adapted to the programmatic contents, being developed according to the evolution in the learning of the contents, being adapted to the several parts in which the proposed program is divided. Making a close connection with examples and practical cases of application, the course unit will explore the main theoretical concepts, methodological processes and fundamental analysis techniques of the curricular unit, applied to the hospitality theme.

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

The proposed objectives balance the fundamental theories of public relations associated with the hospitality and services industry and the practical application of contents in the field of concepts, the methodology adopted fulfills these ends. Transversal at all times of teaching is the research approach, evident in the group project to be built along the course, which is understood to constitute fundamental competence of the future graduate in hospitality management.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledge  
Adapting to new situations  
Analytical and synthetic skills  
Balanced decision making  
Commitment to effectiveness  
Commitment to quality  
Creativity  
Ethical and responsible behaviour  
Event organization, planning and management  
Information and learning management  
Initiative and entrepreneurship capability  
IT and technology proficiency  
Leadership  
Problem Analysis and Assessment  
Problem-solving  
Relating to others  
Research skills  
Self-assessment  
Teamwork  
Understanding multiculturalism and valuing diversity  
Written and verbal communications skills  
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