Publication in the Diário da República: Despacho n.º 15198/2014
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 4,0 OT , Cód. 9054722.
Lecturer
- Vanda Cristina Frazão Neves (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Provide knowledge about the functioning of PR Agencies in any industry. Identify the necessary means for the creation of a press office, the functions of a Press Officer and define courses of action for different realities.
Program
I.A Press Office (6H)
1. The appearance of the Press Office
2. What is the Press Office
3. Press Counseling: Internal Office or Outsourcing (Communication Agency)?
II.The Press Advisor (6H)
1. Features and Characteristics of the Press Advisor
2. Difficulties of a Press Advisor
3. Press Officer or Public Relations?
III.Organization of a Press Office (3H)
1.Internal and External Information
2.The Company Spokesperson
3.Pro-activity or re-activity?
IV.The Media and Journalists (6H)
The specificity of each medium
b. What journalists are looking for
what is news
d.Interest Public
e.MediaAgenda
V.Relationship with Journalists (9H)
1. Press Releases
2.Printer Conferences
3.Interviews
4.Response to requests for information
5.Notions of exclusive, embargo and off the record
VI.Presentations from the Press Office (9H)
1.The Clipping and the Press Dossiers
2.Media training.
Evaluation Methodology
Mid-term exam (80%) and assignments (20%). Minimum pass mark: 10 grade points (average of the mid-term exam and the assignments. Final exam (100%).
Bibliography
- Beirão, I. e Caetano, J. e Vasconcelos, M. e Caetano, P. e Vasconcelos, P. (2010). O Essencial sobre Assessoria de Imprensa. (Vol. 1). (pp. 5-81). Coimbra: Angelus Novus
- Santos, R. (2006). A Fonte Não Quis Revelar - um estudo sobre a produção de notícias. Porto: Campo da Letras
(2007). Assessoria de Imprensa - Como se relacionar com a Mídia. São Paulo: Contexto
(2008). Media Relations: Concepts and Principles for Effective Public Relations Practice. Colorado: Outskirts Press
(2009). Assessoria de Imprensa: Teoria e Prática. Brasil: Summus Editorial
(2013). On Deadline: Managing Media Relations. Illinois: Waveland Press, Inc.
Teaching Method
Lectures with Powerpoint resources and document analysis.
Software used in class
