Public relations in Portugal. An analysis of the profession through the undergraduate curriculum

Higher education in public relations in Portugal has been expanding in recent years. The purpose of this research is to analyse undergraduate public relations programmes in Portugal within the Bologna Treaty reform. After having compared public relations curricula and defined the main features, an empirical research was applied in order to determine the opinion of public relations educators and practitioners about the ideal undergraduate plan of studies in public relations. (C) 2009 Elsevier Inc. All rights reserved.