PR in Education: Staying Ahead of the Learning Curve

Despite its history of being an outcast in the business world, the PR field has undergone an evolution in recent years that any Darwinist communicator would celebrate: the weak, inept and distrustful PR practitioners have largely been weeded out of the proverbial gene pool, leaving the strong to prosper. But, in spite of the continuing integration of communications into overall organizational portfolios, one nagging question still remains: What must happen to elevate the credibility of the communications function once and for all? Surely a dissonant chorus would reply with a number of answers, but one could make the argument that the problem - and solution - lie in the oft-disingenuous attempts at incorporating public relations and communications into collegiate education. True, a number of institutions have established credible programs that school students in PR(see sidebar), but there is still a disconnect between theory and practice. Where should it fit into curricula?

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