Public Relations Institute of Australia Launches Educational Framework after collaboration with Canadian Public Relations Society
The PRIA National Education Advisory Committee has produced an Australian educational framework in time for the National Conference in Adelaide, South Australia on 17-19 November.
The framework recommends educational content in public relations programs - expressed as knowledge, skills and performance measures - and is designed to underpin the consistent development and recognition of educational initiatives across Australia, including PRIA’s own professional development program.
After a review of international PR education provision, the committee chose to draw extensively on the Canadian Public Relations Society’s ‘Pathways to the Profession’ (2011), because of the comprehensive nature of the documentation and a similar growth historically in professionalism between the nations. PRIA wishes to thank CPRS again for its generous collaboration.
Set forth as a matrix to support communication practitioners, the framework shows the need for increasing breadth and depth of knowledge throughout the stages of a public relations career. It incorporates principles of ethical practice as defined by PRIA and the Global Alliance and integrates the requirements of the Australian Qualifications Framework, the national policy for regulated qualifications in education and training.
Providing much more detail than was ever available before, PRIA will apply the educational framework to a relaunch of the university accreditation program and the introduction of a senior APR designation. In this way, the Public Relations Institute of Australia seeks to play a more active role as advisor in the development and maintenance of PR education programs across the country and to ensure they reflect current theory, practice and professional values.