PUBLIC RELATIONS IN TOURISM

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2021/2022

Type of Course:

Elective Course

Optional/Mandatory:

Optional

Degree:

Master's Degree Programme in BUSINESS ADMINISTRATION

Location:

OLBIA

Disciplinary Sector:

SOCIOLOGY OF CULTURE AND COMMUNICATION

Language:

English

Credits:

Programme Year:

Professor and Collaborators:

IANNELLI Laura

Hours of classroom activity:

Prerequisites:

no one

AF code:

A001809

Assessment Methods

Verification of learning:

Student must prove their grade of assimilated expertise on the course contents by successfully passing a written proficiency test based on syllabus. The written test is a quiz composed of 5 multiple-choice questions and 2 open questions. The multiple-choice questions are scored with 2 points each for correct answers and 0 for wrong or missing ones. Open questions highest scoring is 10 points each. Open questions high scorings have to meet the following goals: proving a good knowledge and understanding of the course subject, the ability to link theoretical and practical knowledge to specific case studies in the field of tourism, showing critical skills, showing fluency in the use of an appropriate vocabulary related to the discipline. While a failed grade has the following features: showing difficulties in understanding the course subject and serious training gaps, and the use of an inappropriate vocabulary.

Exams will take place face to face and / or remotely (on the Microsoft Teams platform or other platform used by the university which will be communicated on the institutional websites of the University and Department) in accordance with the provisions on containment of the Covid-19 pandemic. For updates, please also consult the moodle page of the course (“Public Relations in Tourism” a.a. 2021/22) (https://edisea.uniss.it/course/view.php?id=367).

Teaching period

First semester

Objectives

The course aims to introduce students to the theories, practices and functions of strategic communication in public relations (PR), paying particular attention to public, private and non-profit organizations operating in the tourism sector. At the end of the course, through studies on communication and public relations, students will acquire 1) basic knowledge of: the complex contemporary media context and the broad panorama of communication tactics in which PR professionals operate; opportunities and challenges for digital PR; strategies and tools used in media relations; research methods (traditional and digital) necessary for the development of communication strategies in PR; planning and development processes of PR campaigns; 2) ability to apply this knowledge to strategic planning of tourism communication; 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 PR, 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.

Contents

- Introduction to public relations as strategic communication processes: definitions, functions, publics, sectors, professions and skills
- PR tactics in the contemporary complex media system
- Digital public relations: opportunities and challenges
- Relations with journalists and influencers: strategies and tools for media relations
- Research and evaluation in strategic communication practices: traditional and digital methods
- Planning and development of PR campaigns: steps, tools, and case studies

Recommended Bibliography

1. Johnston, J. & Glenny, L. (2020). Strategic Communication. Public relations at work. Routledge (ebook version available)

2. Deuschl, D. E. (2006). Travel and Tourism Public Relations. An introductory guide for hospitality managers. Routledge (ebook version available)

Methods of Provision

Conventional

Teaching Methods

Face-to-face and / or remote lessons (on the Microsoft Teams platform or other platform used by the university which will be communicated on the institutional websites of the University and Department) in accordance with the provisions on the containment of the Covid-19 pandemic.

Contacts/More Information

Office hours on Wednesdays (face-to-face or remote). Please, write an e-mail to Prof. Iannelli (liannelli@uniss.it) to schedule the meeting and its modalities.

Professor's board: https://edisea.uniss.it/course/view.php?id=196

PUBLIC RELATIONS IN TOURISM

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PUBLIC RELATIONS IN TOURISM