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Public Relations and Advertising

Scholar Year: 2020/2021 - 2S

Code: OP00030    Acronym: RPP
Scientific Fields: Ciências da Comunicação
Section/Department: Communication and Language Sciences


Acronym N. of students Study Plan Curricular year ECTS Contact hours Total Time
CS 16 Study Plan 5,0

Teaching weeks: 15


Maria Alcina Velho Dourado da SilvaHead

Weekly workload

Hours/week T TP P PL L TC E OT OT/PL TPL O S
Type of classes


Type Teacher Classes Hours
Contact hours Totals 1 4,00
Alcina Dourado   4,00

Teaching language


Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This program was updated on October 14, 2030 due to the Plano de regresso às atividades presenciais no âmbito da covid-19 2020-2021 (Plan to return to face-to-face activities within the scope of covid-19 2020-2021).

Any student who wishes to develop in the future a profession related to Public Relations (PR) and / or Advertising (PUB) must be able to master their fundamental concepts, as well as to know and use minimally basic tools in these two domains . At present, it is no longer just the companies that seek to implement these two domains of communication. Organizations that use the professionals in these areas to achieve their objectives are increasingly in a larger number.
In this way, it is fundamental to adopt the position of the entrepreneur or the manager of the organization, framing the benefits that the use of PR and PUB can bring to the entity as a whole, its workers and consumers, as well as to the community and region in which is inserted.
This curricular unit aims, therefore, to contribute to broaden the knowledge in these two domains, facilitating the future integration of the student in a work context. It also aims to provide students with the first concepts and basic tools for the exercise of specific activities in PR and PUB.
In the case of the PR, it basically aims to equip students with the basic knowledge and skills to practice the PR profession in the most varied circumstances and institutions, even though the business context is privileged. This curricular unit is only addressed to those who are interested in this field of business communication and intend to work as a PR Technician or Press Advisor. In the case of PUB, it is intended that the student learn to deal with the specific codes of the advertising language knowing the organization of its agents, basic techniques and applicability.
In the global context, students are expected to be familiar with the performance techniques of different publics and situations, with a view to their application, including new technologies, dominating the instruments and means of communication in PR and PUB in a multicultural environment, besides being able to define, apply and evaluate a PR and PUB plan, exercising creativity and constantly adapting to change.
This UC offered by the Department of Communication is part of the Study Plan of the 2nd year of the Social Communication Course.


.1. Objectives of the discipline, methodology and evaluation system
.2. Communication process
.3. Integrated marketing communication and communication mix
• Public relations
.1. Fundamental definitions and concepts
.2. Goals
.3. Public and Types of Communication
.4. Activities and instruments
.5. Mailing lists
.6. Press releases
.7. Press office
.8. The Public Relations Plan
• Advertising
.1. Fundamental definitions and concepts
.2. Objectives and Targets
.3. Agencies and other organizations in advertising
.4. Strategies and Advertising Creation
.5. Briefing and Creative Work Plan (Copy Strategy)
.6. The advertising message
.7. The mass media
.8. Advertising and mass media
.9. Media planning
• Conclusion
.1. Ethical and legal limits of PR activity and Advertising


Social sciences > Economics > Consumer economics > Consumer studies

Social sciences > Communication sciences > Public relations

Social sciences > Economics > Marketing > Advertising

Social sciences > Communication sciences

Demonstration of the syllabus coherence with the UC intended learning outcomes

Demonstration of syllabus coherence with UC learning objectives

With the exception of the introductory, conclusive and common topics of the two communication disciplines, the different topics to be addressed will be organized according to the needs expressed within the scope of the assessment elements. Thus, the topics Introduction to Public Relations and Introduction to Advertising are articulated in each weekly teaching session.
The sessions will be centered on discussion in plenary and / or small groups based on the information provided directly by the teacher or using texts and other materials made available in a timely manner through the distance learning platform.
It is intended, with each session, the presentation of results tending to the elaboration of each evaluation element to be defined in its own mold and document.
Each session will necessarily consist of theoretical and practical components, unless the constraints on access to the necessary equipment imply the division of weekly contact hours into theoretical and practical teaching sessions.
Emphasis will be given to active methods, in particular providing for the use of methods of discovery and hands on with presentation of problems, debate, autonomous work, mixed expository method, case studies and simulations which may involve reading, analyzing and discussing texts; preparation and presentation of written works, including reports; presentation and discussion of works, and specific exercises may arise.

Teaching methodologies

Distributed evaluation without final exam.
In each teaching session, practical activities are carried out that involve the conception, planning, implementation and evaluation of (or part of) communication plans with an emphasis on PR and Advertising.
The distance teaching activity will take place through synchronous and asynchronous weekly sessions, preferably at the time stipulated for the UC; communication with students and tutorials by email, inside and outside uc hours; providing pedagogical resources, implementing discussion forums, carrying out exercises and uploading works in Moodle; tutorial and chat support via Messenger and / or Whatsapp.
The sessions involve activities organized in a large group (plenary sessions) and in small groups (2/3 elements each) according to the activities to be developed that are based on reading texts, viewing videos and documentaries, available essentially online, with presentation of results according to the assessment instruments.

Online devices to be used (COVID-19 Distance Learning Plan)
Zoom Hummingbird; email; Moodle; Messenger; WhatsApp and Facebook, without disregard for others under analysis such as Skype, Teams and Stream, in addition to student suggestions and solutions that are now available. The goal is to allow solutions to adapt to students' conditions while ensuring compliance with planning.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

The main effort will be dedicated to the developing of 2 workgoups that are an excelent opportunity to apply the aquired knowledge.

Assessment methodologies and evidences

The work developed at UC will be subject to continuous and summative assessment involving:
A) Two group assignments - 80% of the grade (40% for each element of evaluation);
B) Participation in the work models adopted with emphasis on teaching sessions through the distance learning platforms Moodle and Zoom Colibri, which implies the performance of activities of an individual and group nature - 20% of the grade.
The completion and delivery of the works follows a timetable and a specific statement, taking into account the students' constraints.

In continuous assessment, the final grade of each student corresponds to the result of the calculation according to the percentage attributed to each moment of assessment: final grade = (A1 * 40%) + (A2 * 40%) + (B * 20%), where: A1 corresponds to 1 group work; A2 corresponds to 1 group work; B corresponds to participation in Moodle.

Attendance system

Not applicable due to the COVID-19 Distance Learning Plan.
The continuous evaluation of students depends on their participation in teaching activities through the proposed activities.

Assement and Attendance registers

Description Type Tempo (horas) End Date
Attendance (estimated)  Classes  0
  Total: 0


Main bibliography:
Cabrero, José Daniel Barqueiro; Cabrero, Mario Barquero;O livro de ouro das Relações Públicas, Porto Editora, 2001
Brochand, Bernard; Lendrevie, Jacques; Rodrigues, Joaquim Vicente; Dionísio, Pedro;Publicitor, Porto Editora, 2001 (Or the latest version)

Complementary bibliography:
Lendrevie, Jacques; Lindon, Denis; Dionísio, Pedro; Rodrigues Vicente;Mercator XXI, Teoria e Prática do Marketing, Publicações D. Quixote, 2004 (Or the latest version)
UC resources will be made available on the Moodle distance learning platform.

Other complementary bibliography and supporting documentation: may be made available during the lesson of the course, at the school stationery services and / or through the ESE distance learning platform.

Bibliographical Notes

Os recursos da uc estão disponíveis na plataforma de ensino a distância Moodle.


The complete and definitive Program must be available on the Moodle platform and in the item 'Contents' of the UC on the ESE Portal after the first 15 days of academic activity for full consultation, after which the definitive version for the current academic year passes.
This distance learning platform will also provide the necessary information for the full development of the Course Unit (UC), including summaries.
Students interested in accessing it must validate their enrollment in this UC directly on the UC page at
If you are an authenticated user and want to access the full version of the Program, you can click on 'Contents' in the right column.
Teaching activity takes place according to the weekly schedule.

Alternative online bibliography to be made available in its own document.
Complementary bibliography and supporting documentation: may be made available during the course's teaching in class, at the School's stationery services and / or through ESE's distance learning platform.

Access to the Moodle distance learning platform is an essential condition to accompany the UC.
Online devices to be used (Plan to return to face-to-face activities within the scope of covid-19 2020-2021)
Zoom; email; Moodle; Messenger; Whatsapp, without disregard for others under analysis such as Skype, Teams and Stream, in addition to student suggestions and solutions that are now available. The goal is to allow solutions to adapt to students' conditions while ensuring compliance with planning.

Página gerada em: 2021-03-04 às 12:50:12