ERIC Number: ED361818
Record Type: Non-Journal
Publication Date: 1993-Aug
Reference Count: N/A
Teaching Public Relations Management: The Current State of the Art.
Kinnick, Katherine N.; Cameron, Glen T.
Despite exhortations from public relations practitioners, theorists, and educators as to the need to equip practitioners with management skills, a review of 59 academic programs in public relations finds that most undergraduate programs appear to pay only lip service to this goal. While many programs offer no undergraduate courses specifically devoted to public relations management, syllabi for those public relations management courses which are being taught reveal both a lack of consensus as to how public relations management is conceptualized and wide variations in course content emphases. Recommendations are that: (1) public relations management needs to be taught to undergraduates; (2) public relations management courses need to emphasize specific management techniques and skills; and (3) instructors need to make clear to students the consequences of failing to develop management skills. The review of the undergraduate teaching programs generated a list of suggestions for public relations management course content and identified numerous innovative teaching strategies (involving managing a public relations department, budgeting and scheduling, management trends, and issues management) used in public relations management courses at a variety of institutions. (Contains 30 references.) (Author/RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A