The course aims to develop knowledge and skills on Public Relations and on the different types of communication activities that PR professionals deal with, referring to the multiple audiences of an organization: from media relations to internal communication, from communication crisis to the communication of initiatives concerning corporate social responsibility. In addition, the course aims to develop knowledge and skills related to the planning and management of Public Relations campaigns for public and private organizations operating in the tourism sector. Finally, the course aims to develop the ability to use the language of Public Relations effectively, even in international contexts, and to orient oneself among communication techniques that take into account the transformations in digital media. At the end of the course, students will have acquired: 1) knowledge and understanding of theoretical models, activities, tools and strategic functions of Public Relations, phases and techniques of planning and management of PR campaigns in the contemporary media context; the specificities of the public and the PR tools for organizations operating in the tourism sector; 2) ability to apply knowledge of the activities and tools of Public Relations to the various tourism sectors and to various case studies; 3) autonomy and capacity for critical analysis in the selection of the techniques present in the toolbox of the PR professional, on the basis of the specificities of the organizational, social and media contexts; 4) ability to effectively use the specific language of Public Relations, also in international contexts; 5) ability to orient oneself among the main resources useful for updating the course contents in an active and autonomous way.