Overall objectives:

1 - To recognise the mastery of communication consultancy in its multiple valences
2 - To identify communication needs and opportunities, and implement strategic communication actions aimed at the organisation's internal and external publics
3 - To know the communication procedures to be adopted in crisis management

Syllabus:

1 - The importance of the Communication Office- a differentiated communication tool
2 - Strategy and Communication Plans
3 - Media Training
4 - Communicative Event Planning
5 - Internal Communication
6 - Crisis Communication

Literature/Sources:

Amaral, Isabel , 2002 , Imagem e sucesso: guia de protocolo para empresas. , Verbo
Caetano, J.& Rasquilha, L. , 2007 , Gestão da Comunicação , Quimera Editores
Duhé, S. (Ed.) , 2012 , New media and public relations , Peter Lang
Lampreia, J. Martins , 1997 , Técnicas de comunicação: publicidade, propaganda, relações públicas , Edições Europa-América
Gonçalves, G. , 2010 , Introdução à teoria das relações públicas. , Porto Editora
Van Riel, B. M.. , 1995 , Principles of corporate communication , Prentice Hall

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The Curricular Unit assumes a practical character where students will have to regularly present practical work that reflects the theoretical knowledge taught. The classes, based on interactive and participative methods, will give the students the critical reflection and the advisory techniques that will enable them to adopt different communicational profiles and to carry out various exercises according to the intended objectives (internal communication, crisis communication). The individual and collective exercises must be handed in the week following their proposal and correspond to three defined objectives: on the one hand, to offer them opportunities to work directly with the tools of communication consultancy; to accustom the students to the professional environment characterised by urgent deadlines; and finally, to verify the level of acquisition of specific competences.