ERIC Number: ED233355
Record Type: RIE
Publication Date: 1983-Aug-8
Reference Count: 0
Academic Public Relations Curricula: How They Compare with the Bateman-Cutlip Commission Standards.
McCartney, Hunter P.
To see what effect the 1975 Bateman-Cutlip Commission's recommendations have had on improving public relations education in the United States, 173 questionnaires were sent to colleges or universities with accredited or comprehensive programs in public relations. Responding to five basic assumptions underlying the commission's recommendations, about one-half of the schools agreed that specialization at the master's level may better prepare a student for a lifetime career in public relations, although a bachelor's degree should be suitable for a first job. About one-half also agreed that the commission's recommendations should conform to the accredited requirements of the American Council on Education for Journalism. (But this assumption also elicited the largest percentage of disagreement.) Opinion strongly favored the commission's assumption that it should change public relations education where necessary, rather than stick to the status quo. Sixty-six percent felt, along with the commission, that public relations should be part of a school or department of journalism. While agreeing with the commission's course recommendations in the humanities and the social and natural sciences, fewer schools accepted its recommendations in communications and business. As programs of schools never hearing of the commission are as close to the commission's recommendations as those with a copy of the report, the Bateman-Cutlip Commission appears to have had little effect in influencing the public relations curricula. (MM)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983). This paper reports research partially funded by the Foundation for Public Relations Research and Education.