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So first of all, I would like to
wish you a Happy New Year 2024.

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Welcome into the second semester.

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The second semester is going to
be very similar to what you had

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in the first semester,
which means that in terms of

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assessment, you will have some
exercises every week,

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the principle is the same,
the system is the same,

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you are given a few days to do
the exercises, and you have,

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of course, a deadline.

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The exercises will be posted on

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Sunday midnight.

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This is a deadline.

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And every week, I will be putting
on the platform video just like

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this one.

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In terms of assessment,
I said you will have the exercises

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and you will have the exam by the
end of the semester.

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Our topic for the second semester
is communication.

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Communication is a very important
subject.

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It is a very vast subject.

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And we are going to look at one
very specific aspect of communication,

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which is public relation.

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Public relation, just like
communication, is seen in many domains,

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many companies, many sectors of
activity, you have public relations.

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It is a very recent subject,
very recent topic that was born

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in the second, in the 20th century,
and that was more developed in

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the second part of the 20th century.

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So what is public relation?

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This is what we are going to look at.

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First, we are going to look at
the different definitions and how

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the term evolved across time.

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Why?

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Because it seems that public relation
is very much related or connected

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with technology, which means that
the meaning it had in the first

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half of the 20th century has evolved
today in the 21st century.

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So the first documents I'm going
to send you are about the evolution,

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the definition, evolution of public
relations.

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Another part of our semester is
going to be focused on some few

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companies.

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The first one is Spotify.

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Spotify is a company and we are
going to look at how public relations

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is put into practice,
into place in this sector or in

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this company.

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Another company is going to be
Starbuck.

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We are going to look at Starbuck
and how they apply public relations.

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And the last, let's say,
type of company that we are going

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to look at is going to be not really
a company, but we are going to

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look at influencers and the social
media.

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We are going to look at the difference
between the two and how both of

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them use public relations.

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This is the presentation of this
academic semester.

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So have a look at the different
documents I'm sending you.

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Do read the text and answer the
questions.

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Thank you very much.