Master's in Public Relations and Communication
The expertise to design internal and external communication strategies
* 50% reduction reserved for: employees of public bodies; members of the Register of Journalists and aspiring journalists; Communication Managers of public and private organisations; members of the Armed Forces, Police Corps and auxiliary corps; private security and investigation operators. A study grant of equal amount is available for university students, the unemployed/jobless and pensioners.
Overview
The Master's in Public Relations and Communication, developed from an interdisciplinary perspective, enables students to acquire the high-level expertise that is indispensable for working in the field of Public Relations and Communication. The programme provides the underlying theories, methodologies and practical tools needed to develop internal and external, institutional and service-related communication strategies and actions, useful for working on behalf of public bodies, institutions and companies.
The Master's is aimed at civilian and military executives seeking to deepen their skills, at professionals, graduates and diploma holders eager to enhance their expertise in the field of Public Relations and Communication, at managers and employees of International Organisations and of the public and private bodies called to work in the sector, and at anyone who, driven by strong motivation, wishes to acquire an adequate knowledge of the subjects covered.
The training adopts the innovative methodology of e-learning: the synopses are delivered directly to the student's email inbox, so that lessons can be followed anywhere and at any time, within the deadlines set by the lecturer, with only an Internet connection required, reconciling work, family and geographical-distance needs.
The programme is divided into two interdisciplinary teaching modules, each made up of four courses; the examinations of the first module must be taken before those of the second.
Public Relations in Communication
- The meaning of communication, from interpersonal relations to corporate communication
- A historical overview of public relations
- Characteristics of Public Relations and differences with respect to advertising
The Art of Communication
- Interpersonal communication and the three pillars of Neuro-Linguistic Programming
- Public Speaking: making an idea communicable and structuring a speech
Political Communication
- Political communication as a resource of power and an object of competition
- The relationship between politics and communication in the era of mass communication and the digital revolution
Media Relations
- Information, relations and communication activities directed at mass information media
- From the press office to media relations: the dynamic nature of the function
Communication in Emergencies
- Strategic and Effective Communication
- Psychosocial impact of the message
- Communication and the Mass Media
- Communicating with children in an emergency
Advertising Communication
- Concepts and definitions, corporate image and the atmosphere of the message
- Advertising and society, corporate social responsibility and the relationship with consumers
- Advertising language and ideology between ethics, economics and mass media
The Strategic Dimension of Public Relations
- Aims of public relations and the role of the interlocutors
- Internal relations, the multiple roles of the public relations officer and integrated communication
Communication Plan
- Strategic elements: objectives, target, timing and costs
- The communication plan for complex organisations
- Implementation methodologies, with reference to Emanuele Invernizzi and Toni Muzi Falconi
At the end of the Master's, UNINTESS issues to all those deemed eligible, having passed the prescribed assessment examinations, a Diploma that formally certifies the attainment of a high level of knowledge of the subjects covered in the Master's programme.
- Assessment: 8 assessments in the form of multiple-choice tests, covering the topics of each module; each test is passed with a minimum score of 18/30 and the final grade is the arithmetic mean of the results.
- Timing: the assessment examination may be requested at least 3 months after receipt of the synopses; the examinations must be completed within the eighteenth month of enrolment, for an overall commitment of about 400 hours.
- CFU recognition: the Diploma may be submitted by the student to their Degree Course Council to be recognised as curricular CFU (university credits).
Enrolment Always Open
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