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Universidade Lusófona do Porto

Communication and Consultancy


Press coomunication is transversal to all economic sectors and thus, there is a need for professionals specialized in managing information between company / client / product and its stakeholders. We intend to prepare future communicators for a new communicational reality, aiming to reach the target audience or the general public and fulfilling previously defined goals and programs, in an organized, credible and effective way


    Identify and critically analyze the operating logic of the main communication bodies and economic groups
    Identify and critically analyze the role of Press Officers and Communication Offices from the 19th century to the present
    Define the objectives and the appropriate means of communication to affirm the messages to be disseminated
    Identify, describe and critically analyze the relationship between advice and social responsibility


Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português



Recommended complementary curricular units

Interpersonal comunication

Professional Internship



1Communication Advisory Framework
1.1 Media structure: who owns the media?
1.2 Media trends: Media concentration; civic / citizen journalism
1.3 Regulation, Role of ERC, ANACOM
2Press office and communication office
3 Press office
3.1 Definitions
3.2 Role of Advisors, Evolution From Ivy Lee to ...
3.3 Framing
3.4 Press office plans
4 Communication advice
4.1 Definitions
4.2 The spin society
4.3 The spin doctor and the image
4.4 Image advisory plans (events)
5 Advisory social responsibility: diversity and inclusion
5.1 Necessary literacies: gender, ethnic, socio-economic status, sexual orientation, disability, environmental, media, digital ...
5.2 Diversity and inclusion: a challenge for advisors
6 The Media and Resources of the Communication Department
6.1 Preparation of Information: Press Releases, communiqués, denials, announcements.



To prepare the students (future communicators) for a new communicational reality, increasingly more based in the use of new technologies and other communication techniques, whose main objective is to reach the target audience or the general public, fulfilling goals and programs previously defined and identified in a coherent, organized, credible manner and, obviously, with efficiency.

The most recent statistics and studies demonstrate that there is a tendency that has been increasing, so that Communication / Advisory Services turn to be a transversal activity to all sectors of the activity, thus requiring specialised professionals. For this reason, many students that currently attend the courses in the Communication Sciences Area choose a professional career in this area.

Teaching methodologies and assessment

Theoretical classes, supported by powerpoint, adequate bibliography, viewing of films, as well as the elaboration of Practical works in the area of ¿¿advisory, conducting debates and discussion of topics addressed by the Social Communication and addressed by public opinion.

The evaluation will be continuous, taking into account parameters such as attendance, preparation of papers, analysis of articles and a continuous evaluation test or, alternatively, a global test, at the end of the semester.

Evaluation Professor MJ Ferreira

- Participation in classes will have a value of up to 20% exercises in class (5x5 points each)

- Continuous assessment test will have a valuation of 30%

Evaluation Professor Dr. Alexandra Figueira

Group work, whose weight in the final classification will be 50%, subdivided as follows: 35 percentage points according to the quality of the works presented; 15% based on individual performance in carrying out the work, measured by providing tutoring classes.


  • Federação Nacional dos Jornalistas (2016) Manual de Assessoria de Comunicação, 3 edição
  • Caetano e Rasquilha (2007) ¿Gestão da Comunicação¿. Quimera.
  • Rego, Arménio (2009) ¿A Comunicação Pessoal e Organizacional¿ ¿ LIVRO GUIA
  • Macquail, Denis (2003) ¿A Teoria da Comunicação de Massas¿. Lisboa; Fundação Gulbenkian
  • Faustino, P. (2007), ¿Ética e Responsabilidade social dos media¿. Lisboa: Media XXI, Fomalpress
  • Gillmor, D. (2010), Mediactive. San Francisco: Copyrighted Material []
  • Martins, L.P. (2001), ¿Schiu¿Está aqui um jornalista¿. Lisboa: editorial Notícias
  • Granado, A. e Malheiros, J.V. ¿Como falar com jornalistas sem ficar à beira de um ataque de nervos¿.
  • Vários artigos para leitura e analise semanal disponíveis no Moodle

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