ERIC Number: ED274020
Record Type: RIE
Publication Date: 1986-May-23
Reference Count: 0
The Research Base for a Public Relations Curriculum: A National Survey of Topics "Essential" to a Public Relations Curriculum.
Kendall, Robert; Anderson, James W.
In order to rate the importance of elements involved in a public relations curriculum, a study analyzed the responses of public relations educators from all academic associations teaching the subject as well as practitioners from all specializations. Questionnaires were sent to 544 people who rated 110 elements as not essential to essential on a scale from one through seven. Marketing, print communication processes, publicity and media relations, journalism skills, and goal setting were rated as the most important topics to be covered in a public relations course. Other topics, programs, or courses rated six or higher were (1) writing for mass communication, (2) a business minor, (3) the nature and role of public relations, (4) electronic communication processes, (5) measuring program effectiveness, (6) ethics, (7) management, (8) audience segmentation, (9) evaluation, (10) research, (11) measurement tools, (12) credibility, (13) social forces, (14) problem analysis, (15) community relations, (16) budgeting, (17) duties of practitioners, and (18) employee relations. (SRT)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (36th, Chicago, IL, May 22-26, 1986).