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COMM-B565

Relations publiques digitales et copywriting



BROCHURE

academic year

2025-2026

2026-2027

Course teacher(s)

Chelly Maes (Coordinator) and Sophie LIMBOS

ECTS credits

Language(s) of instruction

english, french

Course content

The course combines an academic approach to digital public relations and copywriting with professional practices of content production. The course is taught by Professor Chelly MAES, Dr. Sophie LIMBOS, an expert in intercultural communication and freelance copywriter, and Isabelle Brusselmans, Head of Audiovisual Communication at the Council of the European Union.
The sessions alternate between theoretical frameworks of public relations, taught by Prof. Maes, and practical exercises, guided by Dr. Limbos and Miss. Brusselmans. Topics discussed include, amongst others, PR as media relations, crisis communication, reputation and image management, and corporate social responsibility.

Objectives (and/or specific learning outcomes)

Understanding the theoretical and practical issues surrounding PR communication practices
Establish a critical and nuanced view on PR practices
Familiarize yourself with vocabulary of (digital) PR and copywriting
Put theory into practice through exercises of content planning and creation

Teaching methods and learning activities

The course is divided into about 15 sessions that alternate between theoretical lectures (taught by Prof. Maes) and practical exercises (taught by Dr. Limbos and Miss. Brusselmans). Theoretical sessions primarily rely on scientific texts and chapters that are uploaded each lecture on Université Virtuelle. Practical sessions and exercises are based on the expertise of the instructors and current communication practices.

References, bibliography, and recommended reading

Relevant academic texts and handbook chapters will be uploaded through Université Virtuelle.

Course notes

Université virtuelle

Other information

Contacts

Chelly MAES (chelly.maes@ulb.be), Sophie LIMBOS (Sophie.Limbos@ulb.be), Isabelle BRUSSELMANS (Isabelle.Brusselmans@ulb.be)

Campus

Solbosch

Evaluation

Method(s) of evaluation

written examination
Other

written examination

Open question with short answer
Closed question with multiple choices (MCQ)

Other

1. A final exam (90%): an individual written exam including questions on theoretical knowledge, case analysis and interpretation, and practical application. This part of the final grade can be retaken during the resit session. During the exam, questions will be formulated in English. The students can choose to respond in English or French.

2. Participation in online assignments (10%): occasional assignments where each student must submit responses online via the course platform (UV). Points are awarded based on participation. A correction is later provided on the platform to allow students to check their answers. This part of the final grade cannot be retaken during the resit session.