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. 8297127.
Lecturer
- Vasco Ribeiro dos Santos (1)(2)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
NA
Objectives
A To situate press relations within the field of Information and Communication
B To understand the media landscape in order to adapt press relations strategies
C To identify communication objectives within the field of press relations
D To master press relations procedures
Program
1. The Press Office
a) Theoretical framework of the Press Office
b) The evolution of the Press Office
c) Press Offices in communications agencies, companies, and public and private organisations
d) The specific case of Portugal
2. The Press Officer
a) The Press Officer as a source of specialist information
b) Press Officers with media visibility
c) Press Officers versus Spin Doctors
d) Press Officers versus Public Relations
3. The Media in Portugal
a) Media Groups
b) Quality versus Popular Media
c) Specialist Media
d) Media agenda
e) News values and the prioritisation of information
4. Roles of the Press Officer
a) Relations with journalists
b) Management and negotiation of information: timing, exclusives and embargoes
c) Responding to potential errors
d) Grey areas: persuasion, lies and offers
5. Press Office procedures
a) Press releases
d) Interviews
c) Press conferences
d) Photographic and audiovisual coverage
d) Event organisation
Evaluation Methodology
CONTINUOUS ASSESSMENT
- Theoretical-practical assignment 1 (with presentation and discussion) 50%
- Theoretical-practical assignment 2 (with presentation and discussion) 50%
ASSESSMENT BY EXAM; RESIT AND SPECIAL SESSION
- Written exam 100%
During the Special Session, students must contact the lecturer during the week following the publication of the assessment timetable for this session to find out the assessment arrangements.
IMPORTANT NOTES:
- Students pass the course in accordance with the provisions of Points 11 and 12 of Article 11 of the IPT Academic Regulations.
- Working students must contact the lecturer during the first two weeks of term to agree on their assessment method.
- Erasmus students whose mother tongue is Portuguese are assessed in the same way as regular students; all others must contact the lecturer during the first week following their arrival.
Bibliography
- Martins, L. (2023). Como perder uma eleição. Lisboa: Livros zigurate
- Mateus, S. (2022). Manual Prático de Assessoria. Covilhã: Editora LabCom
- Prior, H. (2021). Comunicação e Política na Era da Mediatização. Porto: Formal Press
- Ribeiro, V. (2015). Assessoria de Imprensa: Fundamentos Teóricos e Práticos. São Paulo: Novas Edições Acadêmicas
Teaching Method
Lectures, analysis of specific case studies and the production of assignments throughout the semester, with discussion of these in the classroom. Support with the organisation of an event, specifically regarding relations with journalists and media p
Software used in class
E-learning platforms and productivity tools.
