Master's Degree in Management of Public Relations and Communication Agencies (Onsite)

Contents

- The context of communication in organisations and public relations activity.
- Objectives of marketing and public relations.
- Community management.
- Planning public relations campaigns.
- Internal public relations.
- Organisation of events.
- Sponsorship and patronage.
- Protocol.
- Communication agencies.
- Corporate social responsibility.
- Public relations in specialist sectors
- Institutional relationships.

Specific skills

At the end of the programme, the graduate will be able to:

- Strategically plan public relations campaigns based on marketing objectives and the communication needs of organisations from a corporate point of view.
- Know the phases of the elaboration of a marketing plan, and the possibilities of the markets.
- Manage in an optimal way the controlled appearance of companies and institutions in the media, through communication offices (press releases, articles, press conferences, etc.).
- Elaborate 360º communication strategies, based on an integral communication policy.
- Identify the most suitable target audiences in each case to which to direct public relations campaigns, establishing a correct segmentation of the population.
- Know how to apply the most appropriate research methodologies in the field of social communication.
- Know the corporate social responsibility strategies that organisations carry out to achieve a good reputation both internally and externally. Know how to manage a corporate social responsibility plan.
- Manage events correctly, according to objectives set by the company/institution, both internally and externally.
- Know the journalist's work in communication offices.
- Formulate suitable proposals for sponsorship and patronage plans according to the objectives to be achieved. Management of the corresponding budget.
-Increase your knowledge of the market in which you will develop your professional activity as Head of Public Relations and Corporate Communication.

Transferable skills

- Develop the strategic planning of public relations campaigns based on marketing objectives and communication needs of organizations from a corporate point of view.
- Expand knowledge about the phases of developing a marketing plan, and the possibilities of the markets.
- To optimally manage the controlled appearance of companies and institutions in the media, through communication agencies (press notes, articles, press conferences, etc.).
- To develop 360o communication strategies, in accordance with a comprehensive communication policy.
- Identify the most suitable target audiences in each case to direct public relations campaigns, establishing a correct segmentation of the population.
- Apply the most appropriate research methodologies in the field of social communication.
- Detect the corporate social responsibility strategies carried out by organizations to achieve a good reputation both internal and external. Know how to manage a corporate social responsibility plan.
- Establish a correct organization and management of events, according to objectives set by the company/institution, both internally and externally.
- Develop the journalistic work in the communication offices.
- Formulate suitable proposals for sponsorship and patronage plans according to the objectives to be achieved. Manage the corresponding budget.
- To increase their knowledge of the market in which the professional activity of Public Relations manager will be developed.

Title obtained

Lifelong Learning Master's Degree in Management of Public Relations and Communication Agencies