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ERIC Number: ED427350
Record Type: RIE
Publication Date: 1998-Nov-23
Pages: 9
Abstractor: N/A
Public Relations and Its Education: 21st Century Challenges in Definition, Role and Function.
Kruckeberg, Dean
This paper asserts that the greatest challenge for 21st century public relations practitioners will be the identification of organizational values and their reconciliation with societal values within the context of a quickly and seemingly chaotic syncretizing popular culture. This function of public relations requires considerable practitioner education and abilities to fulfill the requirements of what must be a well defined public relations role within the organization. Remarkable communication technology exists for a relatively new phenomenon that is receiving much attention in the academy, the concept of distance education. However, while professionals seeking professional development opportunities can be served well by distance education, it provides an unsatisfactory educational experience for pre-professional students, regardless of the quality of classroom instruction. Such students cannot fully participate in the enculturation process requisite to preparing professionals. (CR)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the National Communication Association (84th, New York, NY, November 21-24, 1998).