Public Relations and Lobby

Universidad EAFIT

Course Description

  • Course Name

    Public Relations and Lobby

  • Host University

    Universidad EAFIT

  • Location

    Medellín, Colombia

  • Area of Study

    Peace and Conflict Studies, Public Relations

  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview


    International Business, per excellence a liberal profession aimed at creating links between the business, government, social and academic areas in the local, national and international context. For this reason, Public Relations (PR) provide this profile, the necessary tools to establish adequate and productive relationships with the various sectors of interest with which they interact. In the same way, lobbying/lobbying, as one of its most powerful tools in the area of negotiation in the public-private-political spectrum, provides international business students with the knowledge and skills necessary to influence decision-making processes. in the instances of power, as part of their future professional performance. Additionally, in the development of interdisciplinary work with other related areas, having knowledge of the media, knowing how decision-making is linked to areas of interest to society and the training of competencies to promote products, services and interests to and from Colombia, makes international negotiators more competitive.


    Develop analytical skills and methods of understanding with reference to relationships between audiences, power levels, organizations and the media with the local, national and international context, and in general with society.


    Generic competences Adaptation to different contexts Creative thinking
    Conflict resolution Strategic analysis Specific competences Context reading
    Management of information and communication processes Formation of interpersonal relationships
    Learning outcomes
    Competence: Adaptation to different contexts

    Identify different behavior patterns in different environments Interpret behaviors in context
    It adjusts its behavior to the context in which it is

    Find the value in the difference and integrate different behaviors from yours Competence: Creative thinking
    Identify the problem in a given situation

    Proposes new and coherent ideas for the solution of the identified problem Recognize the opportunities present in the problems for its use
    Manage the necessary resources for the implementation of innovative actions Competence: Conflict resolution
    Know the different mechanisms to solve problems Recognizes the parties involved in a conflict situation Identify the interests of the parties involved
    Effectively represents institutional interests in a negotiating context Generate options that create value

    Use negotiation strategies to maximize the benefits of the organization in different scenarios
    Competence: Strategic analysis

    Identify the different factors that make up a phenomenon

    Extract useful information based on detailed study of the phenomenon Recognize a problem in the phenomenon studied
    Contrast different sources of information to choose a course of action Choose the most appropriate course of action to deal with a problem Competence: Context reading
    Recognizes, classifies and contrasts the main sources of information

    Identify actors, interests, causes and consequences of situations in the analyzed environment
    Analyze realities and problems taking into account their factors and causes, using different methodologies
    Interpret the environment from different perspectives to identify  opportunities  and  threats in it
    Proposes courses of action based on critical analysis of the environment Evaluate the potential effects of your decisions in the analyzed environment Competence: Management of internationalization processes
    Plan the necessary resources to manage the internationalization process Manage the resources assigned to the internationalization process   Solves problems embedded in the internationalization process
    Evaluate the results obtained from the internationalization process implemented Proposes actions to improve the internationalization process

    5.1.    Introduction to Public Relations and the Lobby

    Characterization of the field of study of Public Relations, its scope, development, importance in International Business and research agenda.
    5.2.    Areas of action and development of Public Relations.

    Contextualize the framework of action of Public Relations from the historical development, theorizing, models and strategies and tactics for organizations.
    5.3.    Public relations tools and techniques (I): letters and editorial, audio and audiovisual media; publicity and propaganda.
    Knowledge and use of scriptural tools that allow the development of public relations activity from three purposes: promotion, deterrence and persuasion.
    5.4.    Public relations tools and techniques (II) public speaking and communication tools.
    Knowledge and use of oral communication tools that allow verbal and non-verbal discourse to be used in the exercise of promotion, persuasion and deterrence.
    5.5.    Public relations tools and techniques (III) crisis management, issues management.
    Knowledge and use of tools related to situations in which organizations, governments and society avoid and face crises and contingencies.
    5.6.    Lobby / Lobbying.

    5.6.1.    Contextualize the lobby as a Public Relations exercise for negotiation, deterrence and persuasion in decision-making.
    5.6.2.    Learn the use of Public Relations tools and techniques in order to influence decision-making in the instances of power in the  public-political-private sphere.

    Lobby matters in Colombia from the bills, social groups, regulation and leaders.
    5.7.    Media analysis as a platform for international negotiators.

    5.7.1.    Generally understand how the media work, at the service of Public Relations in the exercise of negotiation, deterrence, and persuasion to and from distances of power, which ultimately impact decision-making.
    5.7.2.    Learn how public agendas from the government and the public-political-private powers exercise control over society.
    5.8.    Ethics in lobby management

    Understanding of appropriate and ethical practices in the management of messages and the representation of interests for stakeholders.


    The methodological and didactic strategies that can be used in class include: Assignment of readings before the class session, master class, workshops, discussions, case analysis, consultations and research, essays, group work presentations and oral and written exams

    The presentation will focus on the master classes, as well as on active learning, the student will be presented with all the necessary information on intercultural management through locative, technological, didactic and bibliographic resources, so that the student can carry out an analytical and informed of behaving and making decisions in a culturally diverse organizational environment. The lessons will be complemented with workshops, case studies and research work to strengthen the learning process.
    The subject is designed for a weekly three-hour class, which equates to 48 hours of face-to-face dedication, and the student who achieves the appropriate skills must assign at least 48 additional hours of contactless work for a total of 96 hours of academic work for the subject.

    Reading workshop: 20% (Individual)

    Topic presentation- PR Campaign: 20% (Groups) Breakfast workshop- discussion: 10% (The entire class) Lobby and FTAs case workshop: 20% (Pairs)
    Final Project- Continental Lobby Legislation: 30% (Individual)

Course Disclaimer

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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