Universitat Internacional de Catalunya
Press Office and Media Relations
Other languages of instruction: English, Spanish,
Introduction
The course provides an overview of how Works a press office, from a private company, a PR agency, a non-profit or government. It explains in a theoretical and practical way the objectives, the strategy, the various tools for working with the media, spokesperson training and evaluation of the work done.
Pre-course requirements
No.
Objectives
- Understand how works a press office, stating objectives and design a media plan.
- Know and use the tools that a press office works.
- Apply the most appropriate tool in every circumstance and with every media.
- Gain confidence in the relationship with journalists knowing and avoiding common mistakes.
- Spokesperson: prepare and give a speach
Competences/Learning outcomes of the degree programme
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN06 - Identify the main models and strategies used in institutional and crisis communication management within the field of public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP02 - Communicate persuasive arguments orally and in writing in Catalan, Spanish and English, demonstrating strong skills in summarising and memorisation.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB12 - Use specialised English terminology in advertising and public relations.
Learning outcomes of the subject
Students will be able to:
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To design innovative public relations strategies for organisations across different sectors.
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To develop planning and leadership skills through event organisation and participation in press offices.
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To design strategic communication plans for organisations across different sectors, including internal communication.
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To recognise the procedures and protocols associated with sponsorship and patronage, as well as the steps involved in managing relationships among all stakeholders.
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To recognise the procedures and protocols involved in managing public affairs.
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To recognise the procedures and protocols involved in managing an organisation’s communication in situations of crisis and risk.
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To recognise the specific characteristics of different platforms and media in order to plan corporate communication and dissemination.
Syllabus
- - Press offices: what are, objectives, functions and types.
- - Know who you work for and the communication needs of the organization.
- - Database of journalists and media.
- - Main mistakes with journalists
- - Communication tools: press releases, press conferences, press kits, travels.
- - Training spokespersons.
- - Location and news writing.
- - Evaluation of the objectives of the Press Office.
- - Online press department and online brand reputation
Bibliography and resources
- Dictating the News: Understanding Newsworthiness from the Journalistic Perspective. Lynn M. Zoch, Ph.D.
- Professor & Director, School of Communication. Radford University. Zoch & Supa – Public Relations Journal – Vol. 8, No. 1 (2014).
- Genres and Processes in the PR Industry: Behind the Scenes With an Intern Writer. Stephen Bremner. International Journal of Business Communication 2014, Vol. 51(3) 259–278.
- Compensation and Corrective Action as the BP Response to the Deepwater Horizon incident. Williiam Forrrest Harlow and Rachel Martin Harlow. Communication Research Reports. Vol. 30, Nº 3, July-September 2013, pp 193-200.
- From Press Release to News: Mapping the Framing of the 2009 H1N1 A Influenza Pandemic. Seow Ting Lee and Iccha Basnyat. Health Communication, 28. 119-132, 2013.
- La comunicación entre gabinetes y periodistas a través de la web 2.0: el caso de meneXtra.com. María José Cantalapiedra González, Leire Iturregui Mardaras, Daniel García González. 2012
- Usablidad de las herramientas TIC’S y aplicaciones tecnológicas en los gabinetes de comunicación online. Rosario Puertas Hidalgo, Karina Valarezo Gónzález, y Verónica Altamirano Benítez. 2013
- Del gabinete de prensa al gabinete de comunicación: La dirección de comunicación en la actualidad. C Cristófol Rodríguez. 2014
- Los gabinetes de comunicación y su adaptación a la red: la incorporación de la figura del community manager. FS Turmo, JJV Lassa. 2015Comunicación con bloggers. Manual de instrucciones. José Antonio Ritoré Bru. Revsita de comunicación, nº8, pag 30. Febrero 2009.
- Ortiz, J. (2019). “Pistas para comprender al periodista”, RAEIC, Revista de la Asociación Española de Investigación de la Comunicación, vol 6, núm. 11, 17-23.
- https://justificaturespuesta.com/como-enamorar-alumnos-palabra-metodo-ted/ (Método TED como hablar en público)
- Video tutorial: https://www.youtube.com/watch?v=iN1dt_VG9bk
- Ferrigno, Giulio & Di Paola, Nadia & Oguntegbe, Kunle & Kraus, Sascha. (2023). Value creation in the metaverse age: a thematic analysis of press releases. International Journal of Entrepreneurial Behaviour & Research. 29. 337-363. 10.1108/IJEBR-01-2023-0039.