Metamorphosis: The evolution of two practicum classes into a public relations agency

Abstract

Restructuring the public relations practicum courses at a medium-sized Midwestern public university resulted in the development of a student-run public relations agency. Teams were created with students of varying levels of knowledge and expertise, and campus-based organizations were engaged as clients. The initial results for the clients were somewhat uneven, and some client-agency relationships were difficult, which mirrored similar experiences at other college, student-run agencies. Active research methodology showed the overall result as positive. Both the student and the course leadership reflections support the experience as a robust learning experience that prepares students for internship opportunities.