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OBJECTIVESTo learn about the organizational principles necessary to develop public relations activities. Outsourcing and in-house agencies: pros and cons of each method. Criteria for choosing and evaluating suitable agencies. Evaluating and managing public relations activities through intermediaries.
COURSE DESCRIPTIONA consideration of agencies as providers of public relations for businesses and clients, its character as complementary or fundamental. To learn about the principles and criteria used to guide the search and selection of agencies by means of theoretical explanations illustrated with practical case studies. An agency database. Students will undertake practical exercises on choosing agencies for proposed situations. Theoretical classes and possible visits to advertising firms. Active participation.
BIBLIOGRAPHYWILCOX, D. y otros autores: Relaciones Públicas. Estratégias y Tácticas. 6ª Edición, Pearson. Madrid.
METHODOLOGYTheory and practice, class attendance and participation in discussions, undertaking practical exercises.
EVALUATIONStudents will undertake a project on public relations activities and providers at the end of the course.
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