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ERIC Number: EJ1057213
Record Type: Journal
Publication Date: 2012
Pages: 17
Abstractor: As Provided
Reference Count: 56
ISSN: ISSN-1927-6044
Applying the PDCA Cycle to the Complex Task of Teaching and Assessing Public Relations Writing
Knight, John E.; Allen, Sandra
International Journal of Higher Education, v1 n2 p67-83 2012
Teaching skills, knowledge and abilities appropriate for career-ready graduates and assessing learning are complex issues. Developing a valid and reliable approach is often by trial and error. Instead, the authors employed Deming's PDCA Cycle of continuous improvement as a systematic procedure to incrementally move closer to their goal. This paper outlines a multiyear project where academics and public relations professionals collaborated to answer 4 questions: What are the basic SKAs for a career-ready graduate?; How to orient the pedagogy?; How to evaluate and assess student learning?; and, How to insure validity of the measurements?. The authors used a variety of qualitative and quantitative procedures to (a) gather knowledge and information from public relations professionals; (b) facilitate consensus on career-specific pedagogy; and (c) develop a repeatable and reliable rubric to measure students' news release writing skills.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A