ERIC Number: ED330009
Record Type: RIE
Publication Date: 1990-Nov
Reference Count: N/A
The Future of Public Relations: A Multi-Disciplinary Analysis.
Neff, Bonita Dostal
Literature reviews have indicated there is a lack of data on public relations curriculum development for communication and business departments. Observations have been reported of "spectacular" growth in public relations courses in communication (Grunig, 1989). The first multi-disciplinary survey (3,201 college and university catalogs) of public relations courses listed by departments establishes communication departments offer nearly twice as many courses designated as public relations (indicated by title or course description) as do business or journalism departments. These courses fit as closely as the public relations courses offered in journalism the "ideal" curriculum model proposed by the 1987 joint commission study by the Accrediting Council for Education in Journalism and Mass Communication and the Public Relations Society of America on the design of an undergraduate program of study. While controversy remains on the suitability of communication or journalism to adequately support a public relations curriculum, there is clear evidence that without a tremendous dislocation of resources and faculty, business departments have neither the interest nor the track record in public relations curriculum development. Future public relations curriculum development will be led by communication departments, and the lack of knowledge about each other's disciplines needs to be facilitated in some major way. (Author/SG)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Identifiers: Accrediting Council Educ Journalism Mass Commun; Speech Communication Education
Note: Paper presented at the Annual Meeting of the Speech Communication Association (76th, Chicago, IL, November 1-4, 1990).