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What teaching methods and curricula work most effectively for public relations faculty and students, to prepare undergraduate students for a career in public relations? We proposed to answer this question through survey research.
Many view public relations as a tactically oriented profession. These individuals equate public relations with publicity activities - writing news releases, pitching news stories, dealing with the media and coordinating special events. Although practitioners must use these tactical tools successfully, particularly in entry level positions, they must also provide counseling services to upper management.
At the senior level of management, a knowledge of public relations and communication theories and business and marketing principles is critical to the ability of a practitioner to offer sound counsel based on scientific thinking.
This knowledge must be balanced with hands-on application if professors intend to graduate students equipped to successfully function on either the tactical or management level of public relations.
We wanted to know which curriculum better prepares students for public relations careers: the Public Relations Student Society of America (PRSSA) curriculum, or an independent one. We also wanted to know what combination of theory and practical skills provides the most effective balance in developing the skills students need for work in the professional arena.
Schools desiring a PRSSA chapter must comply with the Public Relations Society of America (PRSA) requirements to teach five specific courses the association believes are necessary for students' education in public relations. This survey allowed us to determine if students using the required curriculum are better prepared than students who study under an independent curriculum.
The professors in our department emphasize practical experiences as critical to thoroughly preparing students for work in the public relations field. Other programs appear to emphasize theory.
We can use information gleaned from this research to gauge whether the curricula, methods and techniques we believe adequately prepare students for public relations careers actually accomplish our goals.
The public relations profession has changed tremendously within the last ten years. Public relations practice has become more management driven, moving into an interdisciplinary mix that requires business and marketing knowledge. The practice also reflects societal advancements in technology and international business.
Students should learn these changes in the classroom in order to stay on the cutting edge. A...