We make

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Introduction to
Public Relations
Digital Marketing Degree

Prof. Dr. Evandro Oliveira

01 March 2022

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 Introduction to Public Relations

Do you remeber? Three aspects of PR… are

• Public communication:
Communicative and informative process in the public sphere. Information with obligation
towards society.

• Communication management:
Managing relationships between an organization and its publics.

• Marketing tool:
For press relations, stakeholders engagement
and communication or product PR.

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 1.4 Interpersonal Communication

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1.4 Interpersonal Communication

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1.4 Interpersonal
Communication –
Rethorics

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1.4 Interpersonal Communication –

Four Ears Model – Schulz von Thun

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1.4 Fundamentos de Comunicación interpersonal

El modelo de las cuatro orejas (Schulz von Thun)

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1.4 Interpersonal Communication

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 We make
it happen

Thank you!
Questions?
oliveira.Evandro@gmail.com

eae.es
 We make
it happen

Introduction to
Public Relations
Digital Marketing Degree

Prof. Dr. Evandro Oliveira

02 March 2022

eae.es
 Introduction to Public Relations

Today Class

Subject 1. Introduction to Communication, Organization and PR

Subject 2. Public Communication
Subject 3. PR Theories
Presentation – after partial TEST
Subject 4. Public Relations as Communication Management
Subject 5. PR as a Marketing Tool
Subject 6. The method and the tools of PR
Subject 7. CSR - Corporate Social Responsability
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 Introduction to Public Relations

About this Unit. Calendar

Presentation and Execution

Task 1 March 15st & 16st
Task 2 Mai 24st & 25st
Intermediar Friday 1 April 1st
y test
Final Exam To be defined

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Subject 2 Public Communication

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2.1 Public Opinion and Public Sphere

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Personal opinion

Views
Attitudes
Beliefs

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 Introduction to Public Relations

Personal opinion expressed

by a significant proportion
of a community

Views
Attitudes
Beliefs

IN THE PUBLIC SPHERE

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 Introduction to Public Relations

Public Sphere

Jürgen Habermas,
Public Sphere (1962)

Related to deliberative democracy

People bild consensus on public

discussions

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 Introduction to Public Relations

Public Communication

Political Public Opinion Communicative Public Communicative Public Mass (Public)

and Public Sphere Opinion (Lipmann) Sphere (Habermas)
Communication

-Manifestation on the Gathered into Outside - Public Newspapers

elections Opinion leaders spaces
questionaries' Radio
-National “will”
Groups of people in Television
-Political party plenary
Expression of social (one to many)
supporters collective entities
-The Parliaments as Newspapers Jornalism
places of public
discussion Civil Society Actors Internet –
Media different models
Public Opinion (One to one, one to
Research (New Media) many, many to
many)

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 Fundamentos de Relaciones Públicas

2.3 Mass communication Theory

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2.2 Mass Communication Theory - Lasswell

(Griffin, 2012, p.6)

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2.2 Mass Communication Theory – Hypodermic needle

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2.2 Mass Communication Theory - Marshall Mcluhan

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Marshall Mcluhan

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2.2 Mass Communication Theory - Marshall Mcluhan

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2.3 Mass communication theory- Two steep flow of communication

• Opinion leader
influence in the
public

• Used in PR and
Advertisment

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2.4 Public communication forms

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2.4- Public Communication form: Journalism

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2.4- Public Communication form: Journalism

Set of news content produced

according to journalistic criteria and
ethical principles.

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2.4- Public Communication form: Public Relations

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2.4- Public Communication form: Public Relations

A set of “unpaid” informative and

persuasive activities.

Relationship between an organization

and its publics.
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2.4- Public Communication form: Advertisement

Any paid form of non-personal

presentation and promotion of ideas,
goods and services
by an identified sponsor.
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And what about Propaganda?

Is there a difference between

propaganda and persuation?

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 We make
it happen

Thank you!
Questions?
oliveira.Evandro@gmail.com

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