ERIC Number: ED331098
Record Type: RIE
Publication Date: 1991-Apr-12
Reference Count: N/A
Public Relations Accreditation in the Throes of Change: Academics Suggest New Directions for Program Accreditation.
Neff, Bonita Dostal
Public relations accreditation is granted by the national bodies of the Council of Postsecondary Accreditation (COPA) and the Department of Education to the Accreditation Council for Educators in Journalism and Mass Communication (ACEJMC). The privilege of accrediting public relations fell to a group in which journalism and mass communications were the primary departments developing public relations curriculum in the early years. More recently public relations programs have been rapidly developing in communication departments, while hostility between journalism and public relations has been intensifying. For the sake of survival, journalism departments have been holding on to public relations programs because of the need to retain student enrollment. As the credibility of accreditation grows, the pressure to be accredited has increased. The Public Relations Society of America (PRSA) responded to the interest in accreditation by establishing a certification program for public relations, a process which nearly duplicates the ACEJMC accreditation program. PRSA certification is tied to Public Relations Student Society of America (PRSSA) chapters and PRSA credentials for advisors, a move unwanted by most academics. Academics resent PRSA, a strong practitioners' group, dictating in academic realms. To resolve the situation, several areas of research and networking need to be pursued. (Author/SG)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Accrediting Council Educ Journalism Mass Commun; Curriculum Emphases; Educational Issues; Public Relations Society of America
Note: Paper presented at the Annual Meeting of the Central State Communication Association (Chicago, IL, April 11-14, 1991).