Public Relations and Lobby

2.    JUSTIFICATION OF THE COURSE

International Business, per excellence a liberal profession aimed at creating links between the business, government, social and academic areas in the local, national and international context. For this reason, Public Relations (PR) provide this profile, the necessary tools to establish adequate and productive relationships with the various sectors of interest with which they interact. In the same way, lobbying/lobbying, as one of its most powerful tools in the area of negotiation in the public-private-political spectrum, provides international business students with the knowledge and skills necessary to influence decision-making processes. in the instances of power, as part of their future professional performance. Additionally, in the development of interdisciplinary work with other related areas, having knowledge of the media, knowing how decision-making is linked to areas of interest to society and the training of competencies to promote products, services and interests to and from Colombia, makes international negotiators more competitive.

3.    PURPOSE OR OVERALL OBJECTIVE

Develop analytical skills and methods of understanding with reference to relationships between audiences, power levels, organizations and the media with the local, national and international context, and in general with society.

4.    BASIC SKILLS THE STUDENT WILL BE ABLE TO ACHIEVE
 

Generic competences Adaptation to different contexts Creative thinking
Conflict resolution Strategic analysis Specific competences Context reading
Management of information and communication processes Formation of interpersonal relationships
Learning outcomes
Competence: Adaptation to different contexts

Identify different behavior patterns in different environments Interpret behaviors in context
It adjusts its behavior to the context in which it is

Find the value in the difference and integrate different behaviors from yours Competence: Creative thinking
Identify the problem in a given situation

Proposes new and coherent ideas for the solution of the identified problem Recognize the opportunities present in the problems for its use
Manage the necessary resources for the implementation of innovative actions Competence: Conflict resolution
Know the different mechanisms to solve problems Recognizes the parties involved in a conflict situation Identify the interests of the parties involved
Effectively represents institutional interests in a negotiating context Generate options that create value
 

Use negotiation strategies to maximize the benefits of the organization in different scenarios
Competence: Strategic analysis

Identify the different factors that make up a phenomenon

Extract useful information based on detailed study of the phenomenon Recognize a problem in the phenomenon studied
Contrast different sources of information to choose a course of action Choose the most appropriate course of action to deal with a problem Competence: Context reading
Recognizes, classifies and contrasts the main sources of information

Identify actors, interests, causes and consequences of situations in the analyzed environment
Analyze realities and problems taking into account their factors and causes, using different methodologies
Interpret the environment from different perspectives to identify  opportunities  and  threats in it
Proposes courses of action based on critical analysis of the environment Evaluate the potential effects of your decisions in the analyzed environment Competence: Management of internationalization processes
Plan the necessary resources to manage the internationalization process Manage the resources assigned to the internationalization process   Solves problems embedded in the internationalization process
Evaluate the results obtained from the internationalization process implemented Proposes actions to improve the internationalization process
5.    ANALYTICAL DESCRIPTION OF CONTENTS: THEMES AND SUBTHEMES

5.1.    Introduction to Public Relations and the Lobby

Characterization of the field of study of Public Relations, its scope, development, importance in International Business and research agenda.
5.2.    Areas of action and development of Public Relations.
 

Contextualize the framework of action of Public Relations from the historical development, theorizing, models and strategies and tactics for organizations.
5.3.    Public relations tools and techniques (I): letters and editorial, audio and audiovisual media; publicity and propaganda.
Knowledge and use of scriptural tools that allow the development of public relations activity from three purposes: promotion, deterrence and persuasion.
5.4.    Public relations tools and techniques (II) public speaking and communication tools.
Knowledge and use of oral communication tools that allow verbal and non-verbal discourse to be used in the exercise of promotion, persuasion and deterrence.
5.5.    Public relations tools and techniques (III) crisis management, issues management.
Knowledge and use of tools related to situations in which organizations, governments and society avoid and face crises and contingencies.
5.6.    Lobby / Lobbying.

5.6.1.    Contextualize the lobby as a Public Relations exercise for negotiation, deterrence and persuasion in decision-making.
5.6.2.    Learn the use of Public Relations tools and techniques in order to influence decision-making in the instances of power in the  public-political-private sphere.

5.6.3.    
Lobby matters in Colombia from the bills, social groups, regulation and leaders.
5.7.    Media analysis as a platform for international negotiators.

5.7.1.    Generally understand how the media work, at the service of Public Relations in the exercise of negotiation, deterrence, and persuasion to and from distances of power, which ultimately impact decision-making.
5.7.2.    Learn how public agendas from the government and the public-political-private powers exercise control over society.
5.8.    Ethics in lobby management

Understanding of appropriate and ethical practices in the management of messages and the representation of interests for stakeholders.

6.    DIDACTIC STRATEGIES AND METHODOLOGIES
 

The methodological and didactic strategies that can be used in class include: Assignment of readings before the class session, master class, workshops, discussions, case analysis, consultations and research, essays, group work presentations and oral and written exams
TEACHING METHODOLOGY AND ESTIMATION OF STUDENT WORKLOAD

The presentation will focus on the master classes, as well as on active learning, the student will be presented with all the necessary information on intercultural management through locative, technological, didactic and bibliographic resources, so that the student can carry out an analytical and informed of behaving and making decisions in a culturally diverse organizational environment. The lessons will be complemented with workshops, case studies and research work to strengthen the learning process.
The subject is designed for a weekly three-hour class, which equates to 48 hours of face-to-face dedication, and the student who achieves the appropriate skills must assign at least 48 additional hours of contactless work for a total of 96 hours of academic work for the subject.
EVALUATIONS

Reading workshop: 20% (Individual)

Topic presentation- PR Campaign: 20% (Groups) Breakfast workshop- discussion: 10% (The entire class) Lobby and FTAs case workshop: 20% (Pairs)
Final Project- Continental Lobby Legislation: 30% (Individual)