EUPRERA PR Education Network
EUPRERA (European Public Relations Education and Research Association) is an autonomous organisation that aims at stimulating and promoting innovative knowledge and practices of public relations education and research in Europe. In recent years the main focus of EUPRERA was placed on research networks and projects initiated around PR-related topics. The annual conference is one of the primary components of the research-driven dimension of EUPRERA.
New network group
In light of the above the need for a more balanced offer for all EUPRERA members became more and more obvious and the Board of Directors decided to call upon the members to start a network dedicated to PR education. This group will try to boost the joint reflection of EUPRERA members in all the aspects that might be seen as dealing with educational problems and outcomes in public relations with a special focus on innovative and best educational practices. Its main aim is to share innovative and best educational practices and facilitate effective integration of scientific and educational goals to improve competences for the practice. The new network is called the EUPRERA PR Education Network.
Education and internationalisation
Members from EUPRERA come from all over the world which automatically implies that the exchange of innovative educational practices will be transnational ones. This also presumes that the curriculum of the participating network members must already be internationalised or at least is open for international activities. According to Leask (2015) ‘an internationalized curriculum will engage students with internationally informed research and cultural and linguistic diversity and purposefully develop their international and intercultural perspectives as global professionals and citizens.’
The value of internationalising the curriculum can also be substantiated by looking at the three main functions of education: socialisation, personal development and qualification (VSNU, 2018). When it comes to socialisation students get the opportunity to experience diversity and to learn intercultural skills. In addition, this socialisation process also makes a student aware of his/her own traditions, norms, values and biases. The fact that these sometimes differ from what others think and/or find is a valuable insight in order to develop oneself into an empathetic, but also self-critical human being. Experiencing different perspectives from different countries and cultures provides an insight into one’s own identity and shapes the development of becoming an independent world citizen.
In addition, the globalizing job market requires different skills (21st century skills) of young professionals. Challenges are more complex because of the international and multicultural context and it is the responsibility of HEIs to prepare students for this by offering them international insights and knowledge.
International Student Competition
One of the future activities planned by the network is a PR related international student competition. If we want students to socialise, develop themselves on a personal level and be better prepared for the job market, this is an initiative that could contribute easily. It’s an innovative way of learning and can be organised in a multidisciplinary and international setting. Contentwise there are multiple ways of setting up a competition, but the backbone of such a competition is always international collaboration which contributes to gaining new knowledge and (intercultural) skills.
Since the PR Education Network only just started, the outline of the competition is yet to be defined. However, it will be decided based on the best practices and inputs of the network members. We are currently mapping interest and availability from EUPRERA members, as well as from HEIs that are not yet part of the association, but are interested in providing their PR students with the opportunity to engage in an international education challenge.
In addition to the PR student competition, members of the EUPRERA PR Education Network will also be able to engage in several other education and/or research projects, publish alongside the network colleagues and develop their own initiatives.
If you are interested in participating in this international PR student competition-to-be and/or in joining our network, please contact Anca Anton (anca.anton@fjsc.ro) or Monique Abbenbroek (m.abbenbroek@hr.nl), co-leaders of the network, and we will keep you in the loop.
Leask, B. (2015). Internationalizing the curriculum. Routledge.
VSNU, VH. (2018). Internationaliseringsagenda Hoger Onderwijs (1.0). Zenodo.