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University extension course Portfolio of Public Relations: create a communication strategy

Own Teachings
Telephone: 91 488 70 40
Academic direction : Carmen Fernandez Camach

more information

Basic Information


The course teaches the student to design, plan and evaluate strategic communication plans and create a competitive Public Relations portfolio to apply successfully in the job market.

It is structured in different 100% practical workshops in which issues such as target audiences, strategic levers, measurement and definition of KPIs or team and project management are addressed, culminating in the presentation of a final project. All this under the personalized guidance of active Public Relations professionals specialized in each of these areas.


In this grade:

  • You will obtain knowledge about communication strategies and how to develop and disseminate a portfolio of Public Relations campaigns to be competitive when applying to the Public Relations job market.
  • You will develop, under the supervision of active Public Relations professionals, your ability to effectively solve communication problems or situations in organizations of all kinds.
  • You will produce, under the personalized supervision of expert URJC faculty and active Public Relations professionals, a strategic communication plan for a real organization.


The course is made up of the following workshops:





Point of departure

- Introduction to the course

- PR and what is a communication plan

- Self-knowledge

- Current perception

- Brand personality

- Territories

- Objectives


Target audiences

- Media (PR)

- Institutions and organizations

- Current and potential internal talent

- Current and potential clients


strategic levers

- Sponsorships

-Branded Content

-Employee Advocacy

- Brand ambassadors

- Digital conversation and networks

- Multi-channel and transversal campaigns to the public


Measurement and definition of KPIs

- What is measurement and how is it measured in communication

- Active listening

- Digital analytics tools and other tools


Team and project management

- Team management, projects and budgets



- Presentation of practical cases



Access requirements:

No university degree or professional experience is required to enroll in the course. Therefore, the admission profile in the course corresponds to:

  • Students of the Degrees of Advertising and Public Relations.
  • Students of other Degrees, both in Communication and in other areas interested in making a professional career in the world of Public Relations.
  • Graduates of both Communication Degrees and other areas interested in making a professional career in the world of Public Relations.
  • Professionals in the field of Communication and Public Relations who wish to update their training in this field.

Selection criteria:

In the event that the number of applications exceeds the number of places offered, a selection will be made based on the following criteria: academic curriculum (50%) and letter of reasons in which the applicant defends his profile to be selected (50%).

No. of Places: 20

Academic Management and Faculty

Academic direction:

  • Carmen Fernández Camacho, Associate Professor, Faculty of Communication Sciences, Rey Juan Carlos University

Academic secretary:

  • Antonio J. Baladrón Pazos, University Professor, Faculty of Communication Sciences, Rey Juan Carlos University

Active Public Relations professional faculty:

  • David Garrote, Senior HR Marketing Manager for Lidl Spain
  • Elena Alberca Masía, Senior Marketing Consultant at Deloitte Spain
  • Elena González del Álamo, Executive Associate Internal Communication at Kreab
  • Guillermo Betancur, Senior Consultant and coordinator of the Latam region at V&A
  • Guillermo Diaz, Brand Solutions Manager of Freeda Media
  • Íñigo Vallejo, PR & Content Manager of Milanuncios
  • Jorge García Gómez, Founder of Marketing Paradise and Digital Marketing Consultant
  • José Capellín, PR & Influencer Marketing Manager of Springfield
  • Laura Alvarado, Movistar Riders Marketing Assistant
  • Manuel Sánchez, Director of Digital Communication at Kreab Spain
  • Mariele Sánchez-Palencia, Content Strategist at Socialmood
  • Miguel Alba, Director of Corporate and Financial Communication at Kreab Spain
  • Puri Vicente, CEO at ARGOT and Community Manager at Fini Golosinas
  • Sandra Sotillo, Founder and Director of TrustMaker
  • Sara Embarba, Media Specialist at Vodafone Business
  • Yovanna Blanco, Editorial Director of Business Insider Spain

URJC faculty:

  • Carmen Fernández Camacho, Hired Professor Doctor, Faculty of Communication Sciences
  • Sara Nieto Crespo, Associate Professor, Faculty of Communication Sciences

Duration and development

Modality: Onsite

Number of credits: 6

Contact hours: 60

Teaching venue: Fuenlabrada Campus

Hours: Friday from 16:00 p.m. to 20:00 p.m. for 15 weeks

Start and end date: February 3, 2023 to May 19, 2023

Reservation of place and enrollment

Pre-registration period: October 1, 2022 to November 30, 2022

Registration period: December 1, 2022 to December 22, 2022

Title price: €570

Possibility of scholarship (if applicable): No

Pre-registration: €0. The student will pay the registration, within the established term, once the admission has been communicated.

The start of the course is conditioned to the minimum number of students enrolled.

Documentation to attach, forms and place of delivery

the applicants they will present all the scanned documentation, in the formats allowed through the telematic self-registration application at the time of applying for admission to own degrees. They must compulsorily attach to their request the declaration of the person responsible for the veracity of the data provided in digital format.

At any time, both the Program Management and the Own Teaching Service may request the applicants to submit said certified/collated documentation through the General Registry, located on the Móstoles Campus, or in any of the registries assistants located in the different campuses of the Rey Juan Carlos University, or by sending it through Certified Mail to: Rey Juan Carlos University. General Registry. Avda. Tulipán s/n. 28933. Mostoles. Madrid

The student is responsible for the veracity and correctness of the data provided, exonerating the Rey Juan Carlos University from any responsibility and guaranteeing and being responsible for its accuracy, validity and authenticity.

Required documentation:

Students with a degree obtained from a Spanish university or a Higher Education Institution belonging to another Member State of the European Higher Education Area that authorizes access to own postgraduate degrees must present the following documentation:

  • National Identity Document or equivalent
  • University degree of the studies that give access to the requested postgraduate degree.
  • Curriculum vitae
  • Responsible declaration of veracity of the data provided in digital format
  • Any other document that the Director of the Own Title specifically requires for its acceptance

Students with a foreign degree must present the following documentation:

  • Passport or Residence Card
  • Foreign Higher Education Degree (Graduate, Graduate, Architect, Engineer Doctor...) that give access to own postgraduate degree studies.
  • Certificate certifying that the studies carried out give access to an Official Postgraduate Degree in your country of origin, issued by the University of origin
  • Curriculum vitae
  • Declaration of the person responsible for the veracity of the data provided in digital format
  • Any other document that the Director of the Own Title specifically requires for its acceptance

Applicants with studies completed in foreign University Centers may be requested at any time a certificate of verification of these studies and centers, issued by an authorized Institution.

All documentation provided must be legalized in accordance with Spanish law and translated by an official translator.