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Course description
  PUBLIC RELATIONS TECHNIQUES

Competencies and objectives

 

Course context for academic year 2018-19

Los nuevos yacimientos de empleo en el ámbito de la Publicidad y las Relaciones Públicas se encuentran precisamente
en la dimensión relacional que el desarrollo socioeconómico requiere para recuperar confianza tanto de las personas
como de los mercados. El nuevo paradigma de la economía de la confianza, demanda perfiles profesionales que
deben poseer conocimientos sobre teorías y modelos de gestión relacional bien interiorizados, y con capacidad de
aplicarlos en empleo de tácticas, técnicas e instrumentos de Relaciones Públicas precisos.
La asignatura de técnicas de Relaciones Públicas, juega un papel relevante en el grado, y además en el último curso,
dado que conecta y completa el ciclo formativo en relación con asignaturas previas, dontándo a alumnas y alumnos
de competencias para el ejercicio profesional de excelencia.

 

 

Course content (verified by ANECA in official undergraduate and Master’s degrees)

UA Basic Transversal Competences

  • CGUA2 : Be able to use basic ICT tools at user level.
  • CGUA3 : Be able to express oneself correctly in one of the two official languages of the Region of Valencia (Spanish or Catalan) in the discipline concerned.

 

General Competences:>>Instrumental

  • CG6 : Oral and written communication in one's native language.
  • CG7 : Research skills.
  • CG9 : Decision making.

 

General Competences:>>Interpersonal

  • CG10 : Ability to work in interdisciplinary teams.
  • CG11 : Interpersonal relationship skills.
  • CG14 : Abilities for criticism and self-criticism.

 

General Competences:>>Systematic

  • CG15 : Capacity to learn.
  • CG16 : Capacity to adapt to new situations.

 

Specific Competences:>>Knowledge (theoretical)

  • CES19 : Understand the design and development of persuasive communication strategies.
  • CES33 : Study the options and resources of technology for audiovisual communication and a basic understanding of the technical systems used to process, prepare and execute communication, especially advertising and public relations.
  • CES4 : Theoretical-practical knowledge of advertising and public relations, their processes, organisational structures and diachronic evolution.
  • CES5 : Study and analysis of the nature and interrelations between the subjects of persuasive communication (commercial and institutional): companies, institutions, advertising and public relations agencies, the media, vehicles and audiences.

 

Specific Competences:>>Professional (practical)

  • CE15 : Ability to recognise and use basic professional terminology.
  • CE17 : Ability to adapt to organisational aims.
  • CE18 : Ability to manage the internal communications of companies.
  • CE19 : Ability to identify, classify and communicate effectively with different audiences.
  • CE2 : Capacity and ability to design communication programmes according to different social and interpersonal means of communication.
  • CE20 : Capacity and ability to create, apply and audit communications plans.
  • CE27 : Ability to manage time and capacity for organisation and temporalisation of tasks.
  • CE28 : Capacity for analysis, synthesis and critical judgement to help one conceptualise advertising and public relations messages.
  • CE33 : Ability to establish a relationship of trust, understanding, credibility and effective communication with the advertiser.
  • CE34 : Capacity to programme specific communication actions, especially related to advertising and public relations, as well as measuring their results.
  • CE40 : Capacity to communicate fluently and richly in a professional context (orally and in writing).
  • CE44 : Skills, abilities and techniques for managing individuals, for team work and for assuming leadership in the field of commercial and non-commercial communication.
  • CE46 : Capacity to interact with different audiences and society by applying synchronic and diachronic knowledge of the economic, social, cultural and demographic context.
  • CE49 : Master the resources and skills needed to design commercial and non-commercial campaigns and promotional activities.
  • CE5 : Capacity to use communications tools in conventional and non-conventional means.
  • CE60 : Ability to plan and execute research into communication, advertising and public relations.
  • CE8 : Skills for the critical analysis of the different factors that make up the relationship between different communication companies, especially advertising and public relations, and their advertisers and/or audiences.
  • CE9 : Capacity to capture the main variables that make up the roles of audiences and the public.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2018-19

No data

 

 

General

Code: 22550
Lecturer responsible:
TORRES VALDES, ROSA MARIA
Credits ECTS: 6,00
Theoretical credits: 1,50
Practical credits: 0,90
Distance-base hours: 3,60

Departments involved

  • Dept: COMMUNICATION AND SOCIAL PSYCHOLOGY
    Area: AUDIOVISUAL COMMUNICATION AND ADVERTISING
    Theoretical credits: 1,5
    Practical credits: 0,9
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught