ERIC Number: ED229819
Record Type: RIE
Publication Date: 1983-May-18
Reference Count: 0
Who Should Administer the Public Relations Program?
Perkins, Terry M.
David Clavier advances four arguments for placing administrative control of public relations education programs in the hands of journalism departments: (1) tradition, (2) professional associations, (3) essential skills, and (4) resources. However, there is a trend away from teaching public relations in journalism departments because such curricula tend to emphasize journalism courses and fail to look beyond print media. Journalism's writing skills, professional organizations, and resources tend to be too narrow in focus for the needs of public relations practitioners, and journalistic orientation toward objectivity is at odds with public relations' goal of persuasion. Speech communication departments should assume administrative control of public relations programs for three reasons. First, the public relations specialist's goals of interpersonal, small group, public, and mass communication using print and electronic media are compatible with the existing perspective of speech communication. Second, the need for social-scientific and behavioral theory research can easily be met by departments of speech communication. Third, many mass media programs are closely aligned with speech communication, mass media, and journalism. Speech communication departments can better meet the needs of public relations education than can journalism, by providing a broader grounding in communication theory and practice. (HTH)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Central States Speech Association (Lincoln, NE, April 7-9, 1983).