Subject

Digital Communications Strategies

1st SEMESTER / COURSE: PUBLIC RELATION STRATEGIC MANAGEMENT / OPTIONAL

In this course we look into the nature of Public Relations in the “digital age” and explore how it was forced to return to the roots of persuasion, diplomacy and relationship building, and as professionals, associations, managers, consultants, educators, researchers and students in the field of PR had to adapt to it. We discuss how the Internet revolutionized communication and the very existence of organizations, making them more transparent and porous, exposed to new challenges. This set of changes requires that Public Relations professionals adapt and acquire new skills that enable them to develop their activity in a new social ecosystem, as well as to understand the evolution of the profession and the new challenges they face. We build online communication strategies adapted to the reality of Social Media, where students acquire the required knowledge of the tools that allow them to develop and implement the appropriate solutions to many challenges that an organization may face.

 

RESPONSIBLE TEACHER:

Nuno da Silva Jorge

TEACHER(S):

Nuno da Silva Jorge