ERIC Number: ED257171
Record Type: RIE
Publication Date: 1985-Apr
Reference Count: 0
Public Relations Education in a Time of Change: Suggestions for Academic Relocation and Curriculum Renovation.
Gibson, Dirk C.
Public relations education is frequently criticized as being misdirected and incapable of imparting necessary job skills. This essay argues that contemporary public relations training overemphasizes print journalism at the expense of managerial skills and social science theory. Further, traditional justifications for journalism-based public relations are no longer valid, given the change in American channels of communication, and that nonjournalistic writing is not effectively taught by journalism instructors. The suasory nature of public relations suggests that public relations curricula would be more effectively offered through speech communication departments. Speech communication also offers instruction in other types of theory: small group, intercultural, political, organizational, and interpersonal communication. Speech departments also teach skills in addressing audiences, including persuasion; public speaking; communication research methods; writing and production for radio, television, and film; and speechwriting. While not all speech departments offer all these courses, the fact that persuasion is the heart of public relations suggests that speech communication should be considered the most suitable location for public relations education. (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 Southern Speech Communication Association (Winston-Salem, NC, April 11-14, 1985).