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ERIC Number: ED315804
Record Type: Non-Journal
Publication Date: 1989-Nov
Pages: 15
Abstractor: N/A
Reference Count: N/A
The Most Desirable Preparation for Public Relations Professionals: Fit of Existing and Model Curriculum with Theoretical and Philosophical Developments.
Neff, Bonita Dostal
This paper examines existing and model curriculums from all disciplines offering public relations courses in terms of the philosophical and theoretical developments relevant to public relations. First, the paper outlines the model curriculum derived from the 1987 study cosponsored by the Public Relations Society of America and the Association of Educators in Journalism and Mass Communication. Second, the paper analyzes, in terms of the "ideal" curriculum model, a review of 3,201 U.S. university and college catalogues, identifying 578 undergraduate departments offering public relations courses. Third, the paper focuses on P. Hamilton's survey of theory and curriculum, especially on journalism/mass communication and communication/speech communication respondents' views of theories in terms of awareness, validity, and usefulness. Lastly, the paper examines the M. Fitch-Hauser survey of public relations programs for program characteristics and confirms the large number of public relations programs in speech communication departments. The paper integrates the results into a new curriculum proposal, one that best fits a multicultural, multifunctional, and integrating model of public relations. In conclusion, the paper suggests a movement away from publics to a more cohesive approach toward the public relations professional creating a sense of community. Fifteen references are attached. (Author/SR)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A