ERIC Number: ED444203
Record Type: RIE
Publication Date: 2000-Aug
Preparing Public Relations and Advertising Students for the 21st Century: A Case Study.
Carroll, Robert A.
In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an "integrated" curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an "Integrated Marketing Communications" class for advertising, public relations, and marketing seniors. Also, the public relations and advertising programs were joined to form a new integrated Public Relations/Advertising major while still allowing specialized options in the two programs. (Contains 17 references and 5 tables of data.) (Author/RS)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, AZ, August 9-12, 2000).