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Call to global PR professionals and educators: now is your chance to influence new curriculum guidelines for PR education

July 29, 2014

 

Public relations professionals and educators around the world are being asked to contribute to a review of undergraduate standards.

 

The last report widely used to set undergraduate curriculum and guide classroom practice in public relations was issued in 2006. The Commission on Public Relations Education (CPRE), which prepared the report, thinks it is time for an update and is calling on the profession to help.

 

The Professional Bond, the 2006 report issued by the Commission, was the result of extensive research among professionals and educators. This year the Commission is undertaking a review of these standards and would like to discuss current undergraduate standards with a global audience. It also wants input on the strengths and weaknesses of public relations graduates as they enter the work force and how public relations education might better prepare students to succeed as professionals today.

 

 

As a member of the Commission, the Global Alliance is helping to facilitate discussion on the next iteration of this report.

 

To that end, the Global Alliance will be organizing two sessions during the World Public Relations Forum (WPRF) in Madrid in September 2014, one for educators and one for practitioners. The first session for educators will be a round table discussion during the Research Colloquium on September 21, 2014. The session for practitioners will be arranged over breakfast with invitations to be issued by the GA to selected professional registrants of the WPRF.

 

During these sessions, discussion facilitators will ask participants to ponder questions such as these:

 

  • The Professional Bond reported that both public relations educators and professionals agreed that undergraduate students should enter the work force with strong writing skills, critical thinking and problem solving skills as well as an ability to communicate with the public and show initiative. Are these sufficient? What should be changed?
  • The report also recommended that students include an internship or practicum as part of their degree programs. How important do you think that is?
  • Another area covered by the report is the need for interdisciplinary study in management and behavioral science, an emphasis on ethics and transparency, social media, diversity, measurement and research. How important do you think knowledge and skills in these areas is to a public relations undergraduate program and to a successful career in public relations?

 

If you cannot attend either of these sessions during the WPRF and wish to be heard, please send your thoughts to the Commission co-chair Jean Valin at: jvalin@videotron.ca