Public Relations

Training objectives of the course

In line with the learning outcomes of the degree course and with the specific objectives of the subject of managing communication processes, after the exam, students should:
- know the concepts and theoretical principles that characterize the discipline of public relations versus other specific communication disciplines;
- understand the main theoretical and managerial models of reference for each area of professional specialization (i.e. public affairs, crisis communication, sustainability, global communication);
- be able to apply theoretical and managerial models to communication problems related to different specialized professional areas;
- be able to create editorial and narrative PR plans;
- be able to evaluate and measure PR campaigns;
- be able to work in teams and improve their propensity and aptitude for problem-solving in specific communication scenarios.

Course programme

The content of the course, in line with the learning outcomes of the bachelor's degree and the specific objectives described above, consists of illustrating the specific features of public relations, describing concepts, managerial models and professional applications. During the lessons, multiple case studies and directors of communication and PR professionals will be discussed.
The contents are the following:
- Public Relations basic concepts and theories
- Business ethics and communication of Corporate Social Responsibility
- Issues and crisis communication and management
- Public affairs and lobbying
- Global PR
- Management and evaluation for effectiveness and impact
- Content management and curation.

Didactic Methods

In line with the objectives of the course, the following teaching methods will be used:
- Lectures to present the conceptual assumptions of each area of professional specialization
- Individual and group exercises to apply the theoretical aspects discussed in class in practice
- Development of a group project on a company brief related to a communication topic
- Lectures by professional guests who can give insight from the professional world and stimulate a concrete knowledge anchored to the professional reality

The course will use an online community to share information and materials.

Learning assessment procedures

In line with the learning outcomes and the teaching methods of the course, the learning assessment will be based on a written test on the computer consisting of 14 multiple choice questions and 2 open-ended questions to evaluate knowledge and comprehension of the contents (duration of the whole exam: 45 minutes). Oral supplementary testing is optional. The evaluation will be in marks out of thirty. The written exam results will be communicated to students via the course community.

Attending students will have the opportunity to develop group projects. Group projects based on a company brief are optional. They will become an integral part of the exam evaluation only for attending students, as they will be able to give the student a score from 0 to 3 points.