ERIC Number: ED339063
Record Type: RIE
Publication Date: 1991-Aug
Reference Count: N/A
Teaching Public Relations Management: Bringing "The Ideal" and "The Real" Closer Together.
Turk, Judy VanSlyke; Russell, Maria P.
A study examined the technical versus managerial roles of public relations practitioners. The study investigated what it takes to be a manager, what skills and perspectives are needed by entry-level practitioners as they climb the ladder, and what actions educators should take to ensure that students learn the critical skills. Three hundred sixty-three questionnaires, answered by members of the Public Relations Society of America, were analyzed using Statistical Package for the Social Sciences (SPSS) software. Results indicated that the public relations curriculum of the future will, and must, include a strong management perspective. Results showed that: (1) entry-level practitioners must demonstrate high quality performance in oral and written communication skills; and (2) educators need to incorporate into the curriculum skills identified as critical to success such as problem solving, planning and organizing, goal setting/prioritization, and people-management skills such as delegation, supervision, and coaching. Results suggested that developing these skills is key to the future of public relations education. (Seven tables of data are included; 21 references are attached.) (PRA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Public Relations Society of America; Statistical Package for the Social Sciences PC
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (Boston, MA, August 7-11, 1991). Research supported by the Kent State University Research Council.