Universitat Internacional de Catalunya
Workshop: Public Relations Programmes I
Teaching staff
Introduction
The module "Relations with the media" 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. It also explains how an online press office works.
Pre-course requirements
No one
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
- 01 - The ability to plan technical resources
- 02 - The ability to plan human resources
- 03 - The ability to plan personal resources (personnel, materials, seasonal...)
- 04 - The ability of self assessment and professional self management
- 05 - The ability to learn autonomously
- 06 - The ability to act autonomously and responsibly
- 07 - The ability to work in a group
- 08 - The ability to organise time and workspace
- 10 - The ability to develop an ethical attitude
- 12 - The ability to produce spoken and written texts
- 13 - Reading skills
- 14 - Ability to analyse
- 15 - The ability to synthesise
- 16 - The ability to detect newsworthy events
- 17 - The ability to confront difficulties and resolve problems
- 18 - The ability to work under pressure
- 20 - The ability of concretion
- 26 - The ability to coordinate yourself and /or work together to / with a team
- 34 - The ability to objectify and quantify (facts, statistics, etc.).
- 67 - Knowledge and mastery of the digital culture
- 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
- 77 - The ability and capacity to take responsibility for the communication area of an organisation
- 78 - The ability and capacity to establish a plan of communication
- 87 - The ability and capacity to use technology and communicative techniques
- 92 - The ability for analysis, synthesis and critical judgment
- 93 - To know how to manage time
- 94 - The ability to act freely and responsibly
- 97 - To be able to read and understand literature in the field of communication in the English language
- 98 - To skillfully manage terminology in English related to Communication
Learning outcomes of the subject
Take responsibility for a traditional and online Press Cabinet, knowing how to design a Press Department Plan and executing it using the most appropriate tools to achieve the objectives set.
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.
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.7 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.6 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0.9 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 1.8 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 0.6 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 0.4 |
Evaluation systems and criteria
In person
- Press Release test: 30%
- Papers: 20%
- Mid-term text: 30%
- Final test: 20%
To attend second opportunity, students must have realized all workshop papers and passed them. The papers must have been handed over at least two weeks before the exam.
Bibliography and resources
ARTICLES
- 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
BOOKS
- “Manual de Relaciones Públicas e Institucionales”, Jordi Xifra, 2011. Ed. Tecnos.
- “Gabinets de Comunicació. Periodistes a l’altre banda”, Goretti Palau, segona edició 2010. Ed. Pòrtic, Eines de periodistas.
- “Gabinetes de Comunicación en mínimos”, Gerardo Fernández Asenjo y Noa de la Torre Alfaro, 2009. Ed. Fragua.
- “The New Rules of Marketing&PR”, David Meerman Scott, Ed. Wiley, 2009.
- Comunicación corporativa. Las relaciones con los medios de comunicación, Miguel Angel Hernández y Agustín Macías. Publicaciones Universidad Pontificia de Salamanca. 2009.
- Técnicas de las Relaciones Públicas, Jordi Xifra. Editorial UOC. 2007
- “Relaciones Públicas 2.0. Cómo gestionar las relaciones públicas corporativas en el entorno digital”. Cristina ACED. Editorial UOC, 2013.
- “How to Win Friends and Influence People (Inglés)”. Carnegie Dale. Enero 2010)
- - “Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less (Inglés)” Joe Pulizzi. oct 2013
- “The Art Of Social Media (Inglés)” . Guy Kawasaki Ene 2015
- “Analítica Web 2.0”, por Avinash Kaushik (Ed. Gestión 2000)
- Marketing de Atracción 2.0. Cómo conseguir tus objetivos online con el mínimo presupuesto. Óscar del Santoy Daniel Álvarez
- Cómo preparar un plan de social media marketing, por Pedro Rojas y María Redondo (Ed. Gestión 2000)
- “Gabinetes de comunicacion on line” de Berta García Orosa. 2009.