Public Relations as a Profession An Analysis of Curricular Content in the United States

Abstract

This study attempts to evaluate the efficacy of undergraduate public relations programmes in the United States. The study surveyed 155 public relations educators and practitioners to determine their impressions on factors such as whether students are being imparted the knowledge and experience to become public relations practitioners, the knowledge and skills respondents thought students ought to possess to become successful professionals, the skills new graduates should possess, and the characteristics of the public relations profession. Results revealed agreement among educators and practitioners about the subjects that should be taught in undergraduate public relations programmes, including the knowledge and skills recommended by the Commission for Public Relations Education. Respondents did not agree on the best career plan for future public relations professionals. However, a majority felt that majoring in public relations with a minor in business was the best thing for students who want to work in this field. Respondents felt that not all of the subjects they deemed important were currently being taught in all public relations programmes. Both practitioners and educators agreed that graduates were well trained in the use of new technologies for public relations. However, the percentage of practitioners who felt that graduates were prepared to enter the public relations profession was considerably lower than educators.