Public Relations and Communication

Category: Discipline
  • Não
  • An organization is a social system composed of individuals and groups who, through their relationships, mutually influence each other. It is the communication that occurs within the organization and the communication between it and its external publics that helps define and gain recognition for the organization, and determines the conditions of its existence and resilience. Without good support from Public Relations techniques, the desired public recognition cannot be obtained. The study of Public Relations and Hospitality Communication is extremely important when considering the recognition of hospitality brands and of ts products/services.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    18-11-2025

    40%

    Trabalho Final

    13-01-2026

    50%

    Participação em sala de aula

     

    10%

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • 1. Fundamentals of Organizational Communication and Evolution of Public Relations 1.1. The Communication Process in Organizations 2. Fields of Institutional Communication and Typology of Organizations 2.1. Institutional Communication 3. Strategic Business Communication — Concepts and Structures 3.1. Areas of Business Communication 4. Communication Strategy and Building Corporate Image 4.1. Communication Diagnosis: application of SWOT and PESTEL Analysis for reputation and positioning 5. Strategic Communication and Public Relations Planning 5.1. Functions, Objectives, and Stages of Strategic Communication Planning 6. Operational Communication Management and PR Tools 6.1. Execution of the Communication Plan: coordination, timing, message consistency 7. Ethics, Deontology, and Social Responsibility in Communication 7.1. Ethics and Professional Conduct in Public Relations and Communication: codes, principles, and dilemmas.
  • To equip students with the ability to master the mechanisms of public relations and communication through the analysis and understanding of theoretical and practical tools, preparing them for future professional activity in tourism. Upon completion of this course, students should have acquired the following skills: - To know and discuss key concepts in the field of Public Relations. - To recognize the role of public relations in the performance of organizations and their brands/products/services. - To characterize the environment of public relations in public and private business contexts. - To develop a strategic public relations plan in an organizational context.
  • Mandatory
  • Initially, the course utilizes expository methodologies and group discussions, with the aim of providing students with a solid foundation and theoretical tools for understanding the workings of public relations and communication, as well as stimulating the exercise of debate and critical problematization of themes related to their interface with hotel management. Cumulatively and sequentially, active methods are prioritized — such as the analysis of practical examples, case studies, problem-solving exercises, the use of audiovisual resources, and interactive online methodologies — in order to consolidate concepts, methodologies, and analytical tools.
  • Português
  • Padamo, C., Gonçalves, G., & Oliveira, E. (2015). Relações Públicas e Comunicação Organizacional: Desafios da Globalização. Lisboa, Portugal: Escolar Editora. Mahoney, J. (2021). The Strategic Communication Imperative - For Mid- and Long-Term Issues Management. London, UK: Routledge. https://doi.org/10.4324/9781003177340 Murguan, A. (2024). Tourism and Public Relations. New Delhi, India: Kalpaz Publications. Theaker, A. (2025). The Public Relations Handbook (7th Ed.).  London, UK: Routledge. https://doi.org/10.4324/9781003517375 Hinson, R,E. Mensah, I., Amoako, G.K., Mensah, E.A., Coffie, I., & Khosa, E. (2024). Hospitality and Tourism Marketing :Building Customer Driven Hospitality and Tourism Organizations. London, UK: Routledge. https://doi.org/10.4324/9781032688497  
  • 4
  • 0
  • 5
  • 2
  • IPLUSO3572-18894
  • Public Relations and Communication
  • 18894
  • 3572
  • Hotel and Restaurant Management

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