Plano de Estudos

Relações Públicas e Comunicação Interna RPeCI

Contextos

ECTS

5.0 (para cálculo da média)

Objectivos

Conduzir os discentes para: 1. Uma estruturação correta dos conceitos de Relações Públicas e Comunicação Interna; 2. Compreenderem o posicionamento estratégico e o posicionamento tático-operacional das relações públicas; 3. Posicionarem a sua visão segundo uma lógica integrada da identidade organizacional, da fragmentação de públicos e valores partilhados com os fundamentos de uma política de comunicação interna; 4. A consciência do exercício ético da função; 5. O desenvolvimento de capacidades reflexivas e análise crítica; 6. O desenvolvimento de capacidades de expressão escrita e oral.

Programa

1. Breve introdução às relações públicas: conceitos fundacionais 2. As áreas estratégicas das relações públicas 2.1. Conceito de Identidade organizacional 2.2. Conceito de Públicos 2.3. Conceito de ética e valores organizacionais 3. As áreas tático-operacionais das relações públicas 3.1. Relações Públicas Especializadas 3.2. Comunicação Interna 3.2.1. Os princípios fundadores 3.2.2. Informação e Comunicação interna 3.2.3. As finalidades 3.2.4. Os públicos 3.2.5. Os instrumentos 3.2.6. Auditoria em comunicação interna

Método de Avaliação

A avaliação da UC está subordinada ao Regulamento de Avaliação de Conhecimentos e Competências do I Ciclo de Estudos em vigor para o ano académico de 2026/2027. Será realizada avaliação contínua em época normal, composta por: Uma prova escrita individual e presencial e um trabalho de grupo, apresentado presencialmente. A obtenção da nota final resultará de 50% da nota do teste + 35% da nota obtida no relatório escrito do trabalho de grupo + 15% da nota obtida na apresentação do trabalho de grupo. Os alunos serão acompanhados através de tutorias presenciais ou online, sempre sujeitas a marcação prévia. Horário de atendimento presencial será preferencialmente às 4ªfeiras, das 17:00 às 18:00 horas.

Carga Horária

Bibliografia

Principal

• Embracing paradox and pragmatism: A metamodern exploration of the social value of public relations: Adi, A., Kuyucu, M. A., & Baquerizo-Neira, G. 2025 Adi, A., Kuyucu, M. A., & Baquerizo-Neira, G. (2025). Embracing paradox and pragmatism: A metamodern exploration of the social value of public relations, Public Relations Review, 51(5), 102640. https://doi.org/10.1016/j.pubrev.2025.102640
• Organizational Identity: Albert, S., & Whetten, D. A. 2004 Albert, S., & Whetten, D. A. (2004). Organizational Identity. In M. J. Hatch, & M. Schultz (Eds.), Organizational Identity: A reader (pp. 89 - 118). Oxford University Press.
• Conceptualizing and measuring employee-centric purpose communication: Scale development, validation, and impacts on purpose implementation and outcomes: Chen, Y.-R. R., Qin, Y. S., & Hung-Baesecke, C.-J. F. 2026 Chen, Y.-R. R., Qin, Y. S., & Hung-Baesecke, C.-J. F. (2026). Conceptualizing and measuring employee-centric purpose communication: Scale development, validation, and impacts on purpose implementation and outcomes, Public Relations Review, 52(3). https://doi.org/10.1016/j.pubrev.2026.102700
• Critical humanism as an axiological anchor: An ethical intervention for public relations research.: Ciszek, E. 2026 Ciszek, E. (2026). Critical humanism as an axiological anchor: An ethical intervention for public relations research. Public Relations Review, 52(3), 102706. https://doi.org/10.1016/j.pubrev.2026.102706
• Modelo de Relaciones Públicas Estratégicas: el papel social mediante la construcción de una agenda organizacional. [Tese Doutoral]: de Carvalho Spínola, S.M. 2017 de Carvalho Spínola, S.M. (2017). Modelo de Relaciones Públicas Estratégicas: el papel social mediante la construcción de una agenda organizacional. [Tese Doutoral], Universidad CEU Cardenal Herrera, Facultad de Humanidades y Ciencias de la Comunicación. http://dspace.ceu.es/handle/10637/8742
• Organización y psicologia en la comunicación interna: De Marchis, G., Gil-Casares, M., & Lanzas, F. J. 2007 De Marchis, G., Gil-Casares, M., & Lanzas, F. J. (2007). Organización y psicologia en la comunicación interna. Editorial Fragua
• Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relation: Dhanesh, G. S. 2017 Dhanesh, G. S. (2017). Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relation. Public Relations Review, 43(5) 925–933. https://doi.org/10.1016/j.pubrev.2017.04.001
• Employee engagement in the communication industry.: Fajardo, O. 2025 Fajardo, O. (2025). Employee engagement in the communication industry. Institute for Public Relations & The Grossman Group. https://instituteforpr.org/ipr-grossman-employee-engagement/
• Managing Public Relation: Grunig, J. E., & Hunt, T. 1984 Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Harcourt Brace Jovanovich
• Scaling the tower of Babel: relational differences between identity, image and culture in organizations: Hatch, M. J., & Schultz, M. 2000 Hatch, M. J., & Schultz, M. (2000). Scaling the tower of Babel: relational differences between identity, image and culture in organizations. In M. Schultz, M. J. Hatch, & M. H. Larsen (Eds.), The Expressive Organization (pp. 11 - 35). Oxford University Press
• The dynamics of organizational identity: Hatch, M. J., & Schultz, M. 2002 Hatch, M. J., & Schultz, M. (2002). The dynamics of organizational identity. Human Relations, 55(8), 989-1018. https://doi.org/10.1177/0018726702055008181
• Psychological conditions of personal engagement and disengagement at work.: Kahn, W. A. 1990 Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724. https://doi.org/10.5465/256287
• Organizational listening: The missing essential in public communication: Macnamara, J. 2021 Macnamara, J. (2021). Organizational listening: The missing essential in public communication. Peter Lang
• The internal communication paradox: Balancing digital convenience with face-to-face satisfaction: Tkalac Verčič, A., & Verčič, D. 2025 Tkalac Verčič, A., & Verčič, D. (2025). The internal communication paradox: Balancing digital convenience with face-to-face satisfaction, Public Relations Review, 51(3). https://doi.org/10.1016/j.pubrev.2025.102587
• The Bled Manifesto on Public Relations: van Ruler, B., & Verčič, D. 2002 van Ruler, B., & Verčič, D. (2002). The Bled Manifesto on Public Relations. Pristop Communications

Secundária

• Status of internal communication research in public relations: An analysis of published articles in nine scholarly journals from 1970 to 2019: Lee, Y. & Queenie Li, J. Y. 2020 Lee, Y. & Queenie Li, J. Y. (2020). Status of internal communication research in public relations: An analysis of published articles in nine scholarly journals from 1970 to 2019, Public Relations Journal, 46(3). https://doi.org/10.1016/j.pubrev.2020.101906
• The value of internal communication in enhancing employees’ health information disclosure intentions in the workplace: Lee, Y. & Queenie Li, J. Y. 2020 Lee, Y. & Queenie Li, J. Y. (2020). The value of internal communication in enhancing employees’ health information disclosure intentions in the workplace. Public Relations Journal, 46, 1-9. https://doi.org/10.1016/j.pubrev.2019.101872
• Employee coping with organizational change in the face of a pandemic: The role of transparent internal communication: Li, J-Y, Ruoyo, S. Tao, W. & Lee, Y. 2021 Li, J-Y, Ruoyo, S. Tao, W. & Lee, Y. (2021). Employee coping with organizational change in the face of a pandemic: The role of transparent internal communication. Public Relations Review, 47(1), 101984. https://doi.org/10.1016/j.pubrev.2020.101984
• Corporate image, reputation and identity.: Löwensberg, D. 2006 Löwensberg, D. (2006). Corporate image, reputation and identity. In R. Tench, & L. Yeomans (Eds.), Exploring Public Relations (1st. ed., pp. 250-265). Prentice Hall
• Corporate Identity and Corporate Image: Meech, P. 2006 Meech, P. (2006). Corporate Identity and Corporate Image. In J. L'Etang, & M. Pieczka (Eds.), Public Relations. Critical Debates and Contemporary Practice (pp. 389-403). Lawrence Erlbaum Associates
• A Delphi Study to Identify Standards for Internal Communication.: O’Neil, J., Ewing, M., Smith, S., & Williams, S. 2018 O’Neil, J., Ewing, M., Smith, S., & Williams, S. (2018). A Delphi Study to Identify Standards for Internal Communication. Public Relations Journal, 11(3), 1-16.
• History as a Source of Organizational Identity Creation: Oertel, S. & Thommes, K. 2018 Oertel, S. & Thommes, K. (2018) History as a Source of Organizational Identity Creation. Organization Studies, 39(12), pp. 1709-1731. https://doi.org/10.1177/0170840618800112
• Standing together or fallin apart? Understanding employees' responses to organizational identity threats: Piening, E. P., Antons, T. O. S. D., & Kreiner, G. E. 2020 Piening, E. P., Antons, T. O. S. D., & Kreiner, G. E. (2020). Standing together or fallin apart? Understanding employees' responses to organizational identity threats. Academy of Management Review, 45(2), 325–351. https://doi.org/10.5465/amr.2016.0457
• Organizational identity and trust: Puusa, A., & Tolvanen, U. 2006 Puusa, A., & Tolvanen, U. (2006). Organizational identity and trust. Electronic Journal of Business Ethics and Organization Studies , 11(2), 29-33
• Making the conections: Using Internal Communication to turn strategy into actions: Quirke, B. 2000 Quirke, B. (2000). Making the conections: Using Internal Communication to turn strategy into actions. Gower
• Key issues in organization identity and identification theory: Ravasi, D. & van Rekom, J. 2003 Ravasi, D. & van Rekom, J. (2003). Key issues in organization identity and identification theory. Corporate Reputation Review, 6(2), 118-132. https://doi.org/10.1057/palgrave.crr.1540194
• Valuing internal communication; management and employee perspectives: Ruck, K., & Welch, M. 2012 Ruck, K., & Welch, M. (2012). Valuing internal communication; management and employee perspectives, Public Relations Review, 38(2), 294-302. https://doi.org/10.1016/j.pubrev.2011.12.016
• Internal communication and organisational culture: The management interplay in the view of the Portuguese communication consultant.: Sebastião, S., Zulato, G. & Trindade, A. D. 2017 Sebastião, S., Zulato, G. & Trindade, A. D. (2017). Internal communication and organisational culture: The management interplay in the view of the Portuguese communication consultant. Public Relations Review, 43, pp. 863-871. https://doi.org/10.1016/j.pubrev.2017.05.006

Disciplinas de Execução

2026/2027 - 1 Semestre