ERIC Number: ED255961
Record Type: RIE
Publication Date: 1985-Apr
The Academic Preparation Recommended by Public Relations Employers.
Wakefield, Gay; Cottone, Laura Perkins
Questionnaires were mailed to 261 agencies involved in public relations and publicity services, 56 agencies involved in advertising, and public relations directors of 183 corporations and other nonagency organizations in order to determine the knowledge and skill areas important to agency and organizational public relations employers. In an effort to reduce subject tendency toward social response, the survey title, instructions, and cover letter made no reference to "public relations," using the term "communication" instead. Th data from the 188 usable returned questionnaires revealed that public relations executives rank (in order of importance) marketing, advertising campaigns, public relations campaigns, speech communication, advertising and collateral pieces, business, basic public relations perspectives, management, organizational communication, basic advertising perspectives, publicity, and case studies in advertising ahead of journalism course work. Though nonagency organizations hired more new college graduates than did agencies, agencies indicated that they were even more willing than organizational public relations employers to interview new college graduates if the students were properly prepared for agency public relations work. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Central States Speech Association (Indianapolis, IN, April 4-6, 1985). Funding provided by a faculty development grant from Central Missouri State University.