We make

it happen

Introduction to
Public Relations
Digital Marketing Degree

Prof. Dr. Evandro Oliveira

22 February 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
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

Prof. Dr. Evandro Oliveira 70

 Introduction to Public Relations

FROM last week….

1. Filter Bubles and Echo chambers make the public sphere even more poor

2. Communication is the relational process of creating and interpreting messages

that elicit a response

3. Communication is polysemic.

4. There is a Micro-, Meso- & Macro level of analysis

Prof. Dr. Evandro Oliveira 71

 Introduction to Public Relations

1.2 What is an organization?

eae.es
72
 Introduction to Public Relations

1.2 What is an organization?

An organization is a group of people who work together to achieve shared goals.

Prof. Dr. Evandro Oliveira 74
 Introduction to Public Relations

1.2 What is an organization?

"An organization is a social institution in which its members carry out a series of activities, has a

relatively stable structure over time and tends towards certain goals” Bernard Kliksberg (1975:32)

Every organization is strongly influenced by the environment in which it operates, (social,

cultural, political, economic characteristics, etc.)

Prof. Dr. Evandro Oliveira 80

 Introduction to Public Relations

1.2 What is an organization?

"Organizations are social systems that produce goods or services, are guided by a social
rationality, have an administrative or management subsystem, a structure, some
resources and are delimited by a specific socioeconomic structure"
(Martínez, 2002:11)

Prof. Dr. Evandro Oliveira 81

 Introduction to Public Relations

1.2 What is an organization?

Organization types:

Business – companies : Economic benefit

Organization without profit (NGO): Common good-

social benefit.

Governmental Organization: Public Services

Prof. Dr. Evandro Oliveira 82

 Introduction to Public Relations

1.2 What is an organization?

Size:

Micro: up to 10 collaborators.

Small: -50 collaborators.

Median: -250 collaborators.

Large: +250 collaborators.

Prof. Dr. Evandro Oliveira 83

 Introduction to Public Relations

1.2 What is an organization?

○ Organizational goals

○ Organizational structure

○ Environment

Prof. Dr. Evandro Oliveira 84

 Introduction to Public Relations

1.2 What is an organization?

Prof. Dr. Evandro Oliveira 91

 We make
it happen

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

eae.es