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ERIC Number: ED361765
Record Type: Non-Journal
Publication Date: 1993-Apr
Pages: 15
Abstractor: N/A
Reference Count: N/A
Designing a Public Relations Degree--The Data and the Dividends.
Bourland, Pamela G.
With constant changes taking place in the practice of public relations, evaluation and modification are requisite to maintaining a competitive degree program with competitive graduates. Whether a program is in the process of being developed or is being evaluated for certification or reaccreditation, it is critical to look to current and future needs rather than simply review and compare the program against those at other institutions. The RACE formula (Research, Action, Communication, and Evaluation) provides the criteria necessary for creating and/or developing a public relations degree program. Primary research consisting of surveys of practitioners, students, and existing faculty will provide the data base necessary to generate a plan and will also meet regents' requirements. During the Action stage, survey results and data from similar programs can be used to establish specific requirements. An advisory board is valuable at this point to ensure currentness of the program and the board can serve to integrate practitioners and academians in the educational process. The Communication/Evaluation stages encompass the implementation of the program and the monitoring of its continued usefulness and appropriateness. A beneficial public relations degree program must be future-based, integrate professors and professionals, and should be based on an interdisciplinary approach. The RACE formula creates the data and produces the dividends necessary to create such a program. (NH)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Guides - Non-Classroom
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A