Universitat Internacional de Catalunya

Public Relations

Public Relations
3
16282
2
Second semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Introduction

This course aims to provide a general and introductory knowledge of the world of public relations, from an introduction to the concept to the strategies applied in their latest trends.

Pre-course requirements

No. 

Objectives

  1. Understand the conceptual principles on which the disciplines of public relations and publicity are configured.
  2. Facilitate the learning of the fundamentals of advertising communication and its relationship with the different areas of communication.
  3. Know the tools of corporate and commercial communication.

Competences/Learning outcomes of the degree programme

  • CN02 - Identify the various stakeholders in the contemporary audiovisual sector, their roles and the operational dynamics of a digital and globalised environment.
  • CN03 - Identify emerging trends and developments within the global audiovisual ecosystem, including new formats and production technologies.
  • CN04 - Explain the current legal and ethical framework governing the creation and distribution of audiovisual products, taking into account the sector's regulatory requirements.
  • CN07 - Recognise the main contemporary artificial intelligence tools with applications in the audiovisual sector.
  • CN08 - Identify themes and styles that make audiovisual projects appealing to different audiences and markets.
  • CP02 - Critically examine contemporary social developments and contextualise audiovisual works appropriately.
  • CP03 - Communicate information and original ideas effectively, both orally and in writing, in Spanish, Catalan and English.
  • CP04 - Apply professional ethical principles and standards of academic rigour in the audiovisual field, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
  • HB01 - Use a range of media research and documentation resources.
  • HB02 - Apply professional techniques in body language and voice presentation to create impactful audiovisual content.
  • HB03 - Critically analyse contemporary audiovisual genres and formats using professional aesthetic and narrative criteria.

Learning outcomes of the subject

Students will be able to:

  1. To acquire a broad overview of the audiovisual sector.

  2. To recognise the influence of the media on public opinion in contemporary societies.

  3. To define basic concepts of academic research and identify the main theories, methodologies and research areas in the field of communication.

  4. To facilitate relationships between individuals and organisations by defining an organisation’s corporate image and culture.

  5. To recognise the main functions of advertising and public relations, with particular attention to the use of audiovisual communication to promote products and services and improve perceptions of an organisation or brand.

Syllabus

1. Public relations concept

2. Communication strategy

3. Communication programs

4. Leading techniques

Bibliography and resources

MORA, J.M. (2009), Diez ensayos de comunicación institucional, Eunsa: Pamplona.

PALAU, G. (2003), Gabinets de comunicació. Pórtic: Barcelona.

POZO, M. del (2000). Gestión de la comunicación interna en las organizaciones. Casos de empresa. Eunsa. Pamplona.

SOTELO, C. (2001). Introducción a la comunicación institucional. Ariel: Barcelona.

XIFRA, J. (2007), Tècniques de les relacions Púliques, UOC: Barcelona.

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