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Public Relations Techniques and Tools

Code: 107755
Credits: 6
2026/2027
Degree programme Type Course
Communication in Organisations OB 1

Contact lecturer

Name :
Estrella Barrio Fraile
Email :
estrella.barrio@uab.cat

Group languages

You can consult this information at the end of the document.

Prerequisites

There are no prerequisites for this subject.

Objectives

  • To introduce the professional field of Public Relations by addressing its theoretical foundations and areas of practice.

  • To identify and distinguish existing Public Relations techniques and tools, both in relation to different stakeholders (internal and external) and from a transversal perspective.

  • To analyse and apply Public Relations techniques and tools in organisational contexts, taking into account their ethical, communicative and relational implications.

Learning outcomes

  • CM22 (Implement communication projects about the organisation in all types of media for the organisation’s internal and external audiences CT07).) Implement communication projects about the organisation in all types of media for the organisation’s internal and external audiences CT07).
  • KM21 (Distinguish the type and functions of the different subjects that comprise organisations in order to apply the best public relations techniques to each case.) Distinguish the type and functions of the different subjects that comprise organisations in order to apply the best public relations techniques to each case.
  • KM23 (Describe the mechanisms for planning events and each of their specific objectives, advantages and risks for organisations.) Describe the mechanisms for planning events and each of their specific objectives, advantages and risks for organisations.
  • SM20 (Plan communication strategies between organisations and their audiences, both internal and external, that favour dialogue and allow messages to better reach society as a whole.) Plan communication strategies between organisations and their audiences, both internal and external, that favour dialogue and allow messages to better reach society as a whole.

Contents

This course introduces students to the theoretical and practical understanding of Public Relations as a professional discipline and provides a structured overview of the main techniques and tools used in the professional practice. The content is organised according to organisational stakeholders, considering both specific and transversal techniques and tools.

Unit 1: Introduction to Public Relations as a Professional Practice

  • Conceptualization of public relations: definition, objectives, characteristics, and areas of practice.
  • Origins and evolution of public relations.
  • Publics in public relations.
  • Public relations models.
  • The strategic, ethical and social role of the Public Relations professional.

Unit 2: Public Relations Techniques and Tools

  • What are techniques and tools in Public Relations?
  • Classification criteria: function, channel, stakeholders.
  • Techniques and tools for internal stakeholders.
  • Techniques and tools for external stakeholders.
  • Transversal techniques and tools.

Note: The content of the course will be sensitive to gender perspective and the use of inclusive language.

Learning activities and methodology

Title Hours ECTS Learning outcomes
Readings, preparation of practicals and tests, and completion of assignments 84.5 3.38 CM22, KM21, SM20
Lectures and practicas activities 48 1.92 KM21, KM23, SM20
Tutorials 8 0.32 CM22, SM20

A detailed presentation of the theoretical course content will be provided, focusing specifically on the concepts covered in the subject. This ensures students have the theoretical foundation needed to subsequently carry out the planned learning activities. Regarding practical sessions, the class will be divided into subgroups to facilitate more personalized work with seminar or practical teachers. These sessions will involve group exercises—introduced in class—that are directly linked to the specific topics as they are taught. These exercises will employ methods such as case studies, communication problem-solving, and the creation of concept maps, as well as the reading, analysis, and discussion of specialized articles deemed relevant to the subject matter by the teacher.

Students will have access to documents and links containing supplementary material for each thematic unit via Campus Virtual. These materials must be read and reviewed in advance, both for the practical sessions and in preparation for the final theoretical exam.

A detailed calendar with the content of each session will be presented on the first day of the course and will also be available on the course's Virtual Campus, where students will find all teaching materials and relevant information for proper course follow-up. In the event of a change in teaching modality due to force majeure as determined by the competent authorities, the teaching staff will inform students about any changes to the course schedule and teaching methodology.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Class participation 10% 2 0.08 KM21, KM23
Knowledge test 40% 1.5 0.06 KM21, KM23
Practical exercises 50% 6 0.24 CM22, SM20

Continuous assessment

The continuous assessment system for this course is based on the following weightings:

A) 40% Knowledge assessment: Theoretical test. This test must be passed (minimum grade: 5.0) in order to pass the course (mandatory requirement).

B) 50% Completion and presentation of practical exercises: Classroom practicals are mandatory. Failure to submit practical activities by the established deadline will result in a grade of 0.0. The grade for criterion B will be the average of all practical activities.

C) 10% Class participation: Active participation in class sessions and engagement in classroom debates and activities will be assessed.

Total: A (40%) + B (50%) + C (10%) = 100% Final course grade

Resit for continuous assessment

a) In accordance with regulations, to be eligible for a resit, students must have been previously assessed in at least 2/3 of all continuous assessment activities and obtained a minimum weighted average final grade of 3.5.

b) Only the theoretical component may be resat if the student took the original test and scored between 3.5 and 4.9. The resit will be a theoretical knowledge exam.

c) Students who receive a D grade for any practical activity, either byfailing or not submitting it (provided there are validated or acceptable reasons), may attempt a resit during the designated period. The resit will consist of solving a communication case or problem in class (to be scheduled).


Single assessment

The single assessment system for the course is based on the following weightings:

A) 40% Knowledge assessment. This test must be passed (minimum grade: 5.0) to pass the course. (The exam format differs from that of the continuous assessment). This test will include a question regarding one of the articles from the documentary research project submitted by the student.

B) 30% Test involving the resolution of 4 case studies and/or communication challenges.

C) 10% Submission of a documentary research project two weeks prior to the scheduled single-assessment date. Tasks include compiling three scientific articles per topic, writing a review of each article, connecting concepts, and reflecting on the topics addressed.

D) 20% Oral presentation and defense of the documentary research project. The analysis, reflection, and theoretical connections developed in the documentary research project must be presented in an oral defense; in addition to presenting their work, the student must answer questions posed by the teaching staff regarding the material presented.

Total: A (40%) + B (30%) + C (10%) + D (20%) = 100% Final course grade.


Resit for single assessment

a) To participate in the resit, students must have been previously assessed in at least 2/3 of all evaluation activities and achieved a minimum weighted average final grade of 3.5.

b) Only the theoretical component may be resat if the student took the original test and scored between 3.5 and 4.9. The resit will be a written theoretical knowledge test.

c) The combined grade from the case studies and challenges forms part of the final grade. If failed, students may retake itunderthe same conditions.

d) The documentary research project and its oral presentation and defense cannot be retaken if failed, given that it is not feasible to replicate a proposal of this nature during the retake period. The grade obtained for each part (whether passed or not) will count towards the weighted average of the final grade.


Not evaluable

According to point 9 of article 266 of the UAB Academic Regulations: If a student cannot provide sufficient evidence of assessment, the course must be marked as “not evaluable”. This course will be deemed non‑evaluable if the student fails to complete at least 80% of the evaluable activities.


Plagiarism

If a student engages in any irregularity that may lead to a significant alteration of the grade for an assessment activity, that activity will be graded with a 0, regardless of any disciplinary proceedings that may be initiated. If multiple irregularities occur in assessment activities within the same course, the final grade for that course will be 0.


Artificial Intelligence (AI)

For this course, the use of artificial intelligence (AI) technologies is permitted exclusively for practical assignments carried out outside the classroom. However, the teaching staff will specify which types of use are allowed for each practical or evaluable activity. Students must clearly identify the parts generated with AI, specify the tools used, and include a critical reflection on how they influenced the process and final result. Failure to transparently disclose AI usage in an evaluable activity will be considered academic dishonesty and may result in partial or total grade penalties for that activity, or more severe sanctions in case of serious infractions.


Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.

Bibliography

Aced, Cristina. (2018). Relaciones Públicas 2.0.Editorial UOC

Almansa-Martínez, Ana & Fernández-Souto, Ana-Belén (2020). “Professional Public Relations (PR) trends and challenges”. El profesional de la información, v. 29, n. 3, https://doi.org/10.3145/epi.2020.may.03

Castillo Esparcia, Antonio. (2010). Introducción a las relaciones públicas. Instituto Iberoamericano de Relaciones Públicas

Castillo Esparcia, Antonio. (2004). Investigación sobre la evolución histórica

de las relaciones públicas. Revista Historia y Comunicación Social, 9, 43-62. http://hdl.handle.net/10630/4854

Eggensperger, Jim & Salvatore, Jeanne (2022) Strategic Public Relations Writing. Proven tactics and techniques. Routledge

Fernández Cavia, Josep, & Huertas Roig, Asunción. (2009). Redacción en relaciones públicas. Pearson Educación.

Grunig, James & Hunt, Todd. (2003): Dirección de Relaciones Públicas. Gestión 2000.com. Barcelona.

Palencia-Lefler Ors, Manuel. (2011). 90 técnicas de comunicación y relaciones públicas (2.ª ed.). Ediciones Profit.

Romero, Luis y Fernández, Carmen (2021): Introducción a las relaciones públicas. Mc Graw Hill. Madrid.

Xifra, Jordi. (2007). Técnicas de las relaciones públicas. Barcelona: Editorial UOC.

Xifra, Jordi. (2011): Manual de Relaciones Públicas e Institucionales. Tecnos. Madrid.

Software

Virtual campus

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 7 Catalan second semester afternoon
(SEM) Seminars 71 Spanish second semester afternoon
(SEM) Seminars 72 Catalan second semester afternoon