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COLOMINA SALO C. - Public Relations and Communications Management (25h)
The objective of this optional course is to analyse and understand how the EU institutions manage their Public Relations and Communications strategies and practices, while defining the challenges and opportunities posed by the consecutive ‘crisis’ situation (e.g. euro, migration, Brexit, populism, Covid-19 or the war in Ukraine) and the uniqueness of the European environment. It is difficult to find a moment in the EU’s history when the reputation of its institutions and policies has been more severely challenged. The course will address the potential and the weaknesses of Public Relations and Communications, looking at their evolution, daily practices and their adaptation to the current and future challenges, shaped by extraordinary technological developments already impacting practices and procedures. Among the key areas of study will be the foundations of communications in the EU; reputation and crisis management; engagement with different audiences; the organisation and practices of actors and stakeholders; as well as the challenges of technology and disinformation. This course offers theoretical foundations and a hands-on approach to build a solid European perspective on strategic communications.
Professor: Carme COLOMINA SALO