+ Descargar - Asociación de Investigadores en Relaciones Públicas

David Caldevilla Domínguez y Luis Solano Fleta: Modelo de Prácticum para la docencia de las RR.PP.
Palabras clave
Relaciones Públicas, Lobby, Grupos de presión, Modelo de prácticum, Aprender haciendo, Comunicación
Persuasiva.
Abstract
The European Higher Education System (Bologna Forum) has insisted again on the fact that, from a
teaching perspective, it is necessary to apply the theoretical contents taught in the classroom by
means of practical cases (in our case, within the field of Public Relations). This will make teachers
create structures that combine individual and team work, as far as form and methodology are
concerned, as well as those contents associated to Persuasive Communication in relation to a specific
corpus. Since 1996, 25 research projects have been developed with the general title 'Image Campaign
on...', under an original work scheme developed within the subject 'Foundations of Public Relations',
belonging to the syllabuses of the three degrees offered by the Faculty of Information Science, and in
which several Spanish and foreign universities have participated. Below we explain the master lines of
this Public Relations tool, which allows students to enter the world of Persuasive Communication by
means of the 'learning by doing' technique. The selected scheme is due to an innovative internal
organization structure applied to two communication agencies, focused on lobby enterprises, which
are confronted because they defend opposed interests.
Key words
Public Relations, Lobby, Pressure group, Practice model, Learning by doing, Persuasive Communication
Introducción
Con el EEES, las asignaturas, incluidas las introductorias, deben contemplar una parte
práctica para que el alumno se familiarice con los métodos científicos de investigación y
desarrolle el autoaprendizaje. El objetivo de esta ponencia es proponer un modelo específico
de enseñanza a partir de un caso práctico de Campaña de Relaciones Públicas.
Objetivos
Esta ponencia se centra en dos vertientes: (1) explicar la herramienta empleada para la
familiarización en el análisis-creación de Campañas de imagen y Relaciones Públicas y (2)
exponer los resultados de los 23 casos reales en los que se ha aplicado en las aulas. Supone,
# A6 ACTAS ICONO 14 - Nº A6 – pp. 60/78 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
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