Subject

Monitoring and Evaluation in Public Relations

2nd SEMESTER / COURSE: PUBLIC RELATIONS STRATEGIC MANAGEMENT

This unit seeks to emphasize the mechanisms that allow the Public Relations manager to monitor the implementation of strategies, introduce corrective measures and provide data on the outputs and outcomes of communication campaigns. It is also stressed here how the communication management is key to managing relationships. From the conceptual point of view, the study unit departs from a solid distinction between strategies, tactics and actions, emphasizing the importance of a “culture of objectives.” Students are also aware of the need for an effective reporting and to adapt to specific business needs of the organization and strategists. From strategies to tactics: concepts needed for understanding the PR manager’s role, the role of the External Manager (outsourced consultant through an agency or freelancer). Methodologies for monitoring the implementation of campaigns: pre-testing and testing tactics; Balanced Score Card; tableau de Board; evolutionary frameworks; communication committees, assessment and Reporting.

 

RESPONSIBLE TEACHER:

José Rui Reis

TEACHER(S):

José Rui Reis