The study of public relations, for years considered a "bastardized" form of journalism, has changed dramatically in the past five years. As a result, today's undergraduates
and graduates are being fed a richer - and more diverse - diet of courses and study options that place great emphasis on multiculturalism and business acumen, in addition to core
journalistic writing and editing skills.
Heavily influenced by the impact of global business, the emerging role of online public relations tactics, and the recent economic downturn, educators are committed to
preparing students for twin roles as public relations practitioner and corporate manager.
"Years ago, corporations hired practitioners to perform basic media relations work. If you did a good job, you would eventually become part of the decision-making team," says
Jack Felton, president and CEO, the Institute for Public Relations. "Now, students from the top programs are graduating with much greater expertise in business and enjoying a
much quicker rise to the senior advisor ranks."
Top educators around the country agree the role of the PR practitioner has evolved into a position with management responsibilities, and many universities now encourage
students to pursue classes in other disciplines, specifically social sciences and business.
This effort, underway for a few years, has been accelerated by the 1999 Report of the Commission on Public Relations Education which identifies the profession's drivers, among
them societal trends; global business operations; mergers, acquisitions and consolidations; the empowerment of public opinion within the global village; and an information
explosion that has led to uncontrolled, gateless dissemination of messages. The report recommends curricula for undergraduate and advanced degree PR programs. (See the full report
at http://www.prsa.org/prssa4.html)
Dean Kruckeberg, professor, Communications Studies, University of Northern Iowa (UNI) notes, "Students need to be educated in the social sciences because they will serve as
cultural interpreters and need to be skilled in conflict resolution. It is also important to be educated in a variety of business disciplines, including business administration,
finance, economics and marketing."
Not Just Reading and Writing
"The curriculum has changed dramatically," says Maria Russell, professor and chair, public relations department, S.I. Newhouse School of Public Communications, Syracuse
University. "Because public relations is a management function, there is increasing emphasis on strategic planning, critical thinking and problem-solving through
communications."
For the first time, full-scale recruiting efforts are underway to attract students, as well as current undeclared undergraduates, into top PR programs. One of the tools
utilized for this effort is the "Student's Guide to Public Relations Education," produced by the Florida International University PRSSA chapter, based on the 1999 Commission
report.
"We breed professionals for tomorrow," says Bill Adam, associate professor of public relations and advertising, Florida International University. "I tell kids that they have
to be eclectic. They must read everything they can get their hands on and cannot take just public relations courses. They understand that public relations is not just about clips,
that this is a strategic process that incorporates marketing, advertising, and technology."
Technology, Boom Or Bust
An integral part of the public relations education reformation is a commitment to mastering new technologies and utilizing the Internet as a public relations tool. This
includes instruction on Web design, site development and maintenance, and mastering online communications techniques. Oftentimes, when a curriculum does not allow for a class
devoted specifically to technology, there is a concerted effort to provide on-campus workshops and seminars featuring industry experts.
The PRSSA suggests that each chapter hold technology workshops to learn new software programs, explore the Internet, or learn the basics of creating a Web page.
"We place great emphasis on members learning how to lay out Web pages, develop content, and how to be skilled in critiquing Web sites for usability and design for potential
clients," says Dirk Munson, PRSSA president and UNI student.
According to Mitchell Friedman, an online public relations consultant and lecturer at University of Calif., Berkeley Extension and Golden Gate University, it is vital that
prospective practitioners master new communications skills that incorporate writing for the online medium; using mailing lists and discussion areas; moderating online
conversations; and creating and managing online communications vehicles.
"The Internet is another tool at the disposal of business people seeking to market products and services," says Friedman. "It is imperative, therefore, that using the medium
for public relations purposes is part of a comprehensive, methodically prepared strategy geared to both generate awareness and build relationships with members of key audiences
(e.g., customers, vendors, employees, media). Clear writing, communicating, and thinking are hallmarks of such a strategy."
Friedman also advocates that practitioners assume responsibility for Web site development because it is the function that manages relationships with all organizational
audiences.
"You don't need an aptitude for technology, just a commitment to spend time online, read a lot, ask questions, and, most importantly, stake a claim for public relations to
manage the medium," Friedman says. "This attitude must pervade our overall approach to the endless challenges posed by Internet communications."
Today's business environment calls for business people to stimulate the domestic economy and support the nation's war on terrorism. Regardless of which "front" recent and
future graduates find themselves on, they will need to deliver unprecedented results.
Luckily, America's top educators are doing their part for the "war effort."
(Contacts: Dirk Munson, 319/859.0584; Maria Russell, 315/443-3368; Bill Adams, 954/443-3368; Jack Felton, 252/392-0441; Mitchell Friedman, 415/824-1466; Dean Kruckeberg, 319/
273-2501)
"PR is a Lot Like Love"
So James Abernathy, managing partner of the Abernathy McGregor Group, characterized the profession at an October 15 seminar, sponsored by the Center for Communication in New
York, mainly for budding practitioners.
Panelists included:
- Joe Lockhart, former Clinton White House Press Secretary and partner, Glover Parks Group (202/337-0909)
- Dan Klores, president, Dan Klores Communications (212/685-4300)
- Leslee Dart, president, PMK/HBC Public Relations (212/582-1111)
- James L. Abernathy, Managing Partner, Abernathy McGregor Group (212/371-5999)
- Moderator Peter Himler, executive vice president & managing director, Burson-Marstellar, New York. (212/598-6928)
Attendees learned:
"You have to be a news junkie, and also love to make news," said Klores. "You have to out-work and out-think everyone because this is a highly strategic profession."
"You have to be an adrenaline junkie. . . and when it comes to your clients, you have to help them stand up and present themselves in a way that makes sense," added
Abernathy.
Dart: "If you can't think fast on your feet, you will not make it. The industry has changed dramatically. Years ago, you had a lot more time to react. Now, I'll find news about
my clients on the Internet before I hear it from them directly."
The Center for Communication was founded in 1980 to link the communications industry and students interested in media careers. See http://www.cencom.org.