Press Office: Tools and Techniques
A.Y. 2025/2026
Learning objectives
This professional skills workshop aims to develop and strengthen specific cross-cutting skills. The abilities learned will help students through their education and enable them to acquire an initial toolkit of skills for a given professional field. These also include the general interpersonal and communication skills that are required for the world of work.
Expected learning outcomes
The professional skills workshop uses interactive and participative teaching methods to develop specific knowledge and skills in selected professional fields. This didactic approach aims to strengthen teamworking, knowledge sharing and problem-solving abilities, while also helping students to practically apply the skills and knowledge they have gained previously within a specific practical setting.
The workshop is open to a limited number of participants, enabling the organisation and monitoring of individual and group work so as to create the best possible opportunities for students to apply their knowledge and understanding gained.
Participants will gain an awareness of the workshop's underlying themes, giving them a grounding from which to form their own personal opinion on the topic at hand.
The workshop is open to a limited number of participants, enabling the organisation and monitoring of individual and group work so as to create the best possible opportunities for students to apply their knowledge and understanding gained.
Participants will gain an awareness of the workshop's underlying themes, giving them a grounding from which to form their own personal opinion on the topic at hand.
Lesson period: Second semester
Assessment methods: Giudizio di approvazione
Assessment result: superato/non superato
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
Second semester
Course syllabus
The workshop programme is divided into three main phases: 1) presentations and contextual overviews; 2) examples and case histories; 3) techniques and implementation tools.
· Presentation of the world of Public Relations for corporate and institutional communication, both internal and external. Introduction to the relevant fundamental principles.
· Overview of the main activities of the Press Office: organisation of mailing lists, press kits, press conferences and press reviews.
· Identification of targets. Overview of the different languages used in the main social media and their differences.
· Outline, drafting and dissemination of press releases and/or articles suitable for the web, with an introduction to specific terminology: SEO techniques; use of keywords; importance and insertion of links.
· Identification of images consistent with the objectives of the message. Introduction to the use of short videos to support or replace posts and written texts.
· Main activities related to the organisation of: meetings, events and conferences, interviews, webinars.
Timetable
16.02.2026 h 9.00-13.00 classroom P5
17.02.2026 h 9.00-13.00 classroom P5
18.02.2026 h 9.00-13.00 classroom P5
19.02.2026 h 9.00-13.00 classroom P5
20.02.2026 h 9.00-13.00 classroom P5
· Presentation of the world of Public Relations for corporate and institutional communication, both internal and external. Introduction to the relevant fundamental principles.
· Overview of the main activities of the Press Office: organisation of mailing lists, press kits, press conferences and press reviews.
· Identification of targets. Overview of the different languages used in the main social media and their differences.
· Outline, drafting and dissemination of press releases and/or articles suitable for the web, with an introduction to specific terminology: SEO techniques; use of keywords; importance and insertion of links.
· Identification of images consistent with the objectives of the message. Introduction to the use of short videos to support or replace posts and written texts.
· Main activities related to the organisation of: meetings, events and conferences, interviews, webinars.
Timetable
16.02.2026 h 9.00-13.00 classroom P5
17.02.2026 h 9.00-13.00 classroom P5
18.02.2026 h 9.00-13.00 classroom P5
19.02.2026 h 9.00-13.00 classroom P5
20.02.2026 h 9.00-13.00 classroom P5
Prerequisites for admission
No prerequisites
Teaching methods
The workshop will be held in person, and the theoretical parts will be alternated with classroom work to review the topics covered.
Teaching Resources
The material used during the lessons (texts, slides, videos, bibliographic and web references) will be made available.
Assessment methods and Criteria
At the end of the course, students will be given a final exercise to test the knowledge they have acquired, to be carried out with the support of the lecturer. The overall assessment will depend on attendance at the laboratory (no less than 16 hours out of 20), as well as participation in classroom exercises and completion of homework assignments.
Professor(s)