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ERIC Number: ED324726
Record Type: Non-Journal
Publication Date: 1990-Nov
Pages: 29
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Assessing the Educational Needs of Tomorrow's "Ideal" Corporate Communicators: Should Public Relations and Human Resource Development Programs Form a "Strategic" Merger?
Thomsen, Steven R.; And Others
A study assessed the specific courses and educational needs professionals considered important in the proper undergraduate preparation of future public relations practitioners. A survey questionnaire was sent to a random sample of 1,000 human resource managers and public relations practitioners from the national membership of two professional organizations (the American Society of Training and Development and the Public Relations Society of America), with replies received from 389 individuals for a response rate of 39%). Using a Likert-type scale, respondents rated 54 different topical areas of study on a scale of 1-to-5. Results indicated that the curriculum for public relations (PR) majors should move away from the traditional journalism emphasis and be aligned more equally with business and organizational communication. Respondents further indicated that a core of communication courses could form the basis of human resource development (HRD) and PR majors. Only moderate support for individual certification, qualifying examinations, and Accrediting Council on Education in Journalism and Mass Communication (ACEJMC) accreditation of programs and graduate degree program was found. (Seven tables of data are included, and 13 references are attached.) (Author/MG)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A