Public relations [ LCOMU2300 ]

group work (with a written presentation of the results) and a written individual exam.

The course aims to introduce the student to the comprehension and analysis of situations and forms of public relations of organizations.

It will present the different approaches and conceptions of public relations, its ethical dimension and the principal steps of the development of this discipline, from an academic scientific and a professional practical point of view.

The course will deal with the notion of public and that of organizational culture, as two dimensions implied in public relations. It will expose the implications of the nowadays media context (digitalization and social media).

From the point of view of the politics of nowadays public relations, the course will introduce a series of elements useful to make students understand the following aspects, with the help of concrete examples:

- objectives of public relations,

- targets (different publics and stakeholders),

- techniques and means used by them (written or oral, with a specific attention for digital media, Web 2.0 and social media),

- forms of evaluation of results of public relations' actions and politics.

Moreover, the course will introduce a series of analytical categories, coming from information and communication sciences (with a semiotic, anthropologic and sociological origin). It will show how to use these categories to analyze materials and concrete situations of public relations.

The chosen method includes the presentation of concepts, examples of analysis and teamwork for students.

notes by the lecturers, and a portfolio of texts available at the beginning of the course

Additionally: A range of public relations and organizational situations will be analyzed during the course with audio-visual support. Some public and private companies (Delhaize, la Poste, la Région Wallone, Federal Administration, ') will be solicited to illustrate the course with real examples. Some professionals will be invited to present particularly meaningful and interesting RP strategies. Field visits in organizations could be organized.

Course requirements: basic notions on the most important theories of information and communication, and basic competences in sociology. Assessment: group work (with a written presentation of the results) and a written individual exam. Support: notes by the lecturers, and a portfolio of texts. Additionally: A range of public relations and organisational situations will be analysed during the course with audio-visual support. Some public and private companies (Delhaize, la Poste, la Région Wallone, Federal Administration, ') will be solicited to illustrate the course with real examples. Some professionals will be invited to present particularly meaningful and interesting RP strategies.