Download Full Report The 2017 CPRE Report on public relations education, Fast Forward: Foundations and Future State. Educators and Practitioners: Is the product of three years of research in the U.S. and abroad, including focus groups, a major omnibus survey and a “summit” meeting of industry and education leaders with a follow-up survey of practitioners who hire entry-level staff, all designed to create a report that provides clear, consistent and compelling direction for public relations students, those who teach them and those who hire them. Reflects the work of 60 educators and practitioners who served in 16 teams as subject matter experts, reviewed and conducted secondary and primary research, and developed insights into how public relations education for undergraduate students can be enhanced and integrated with what employers need. Was made possible by industry support including Ketchum (Rob Flaherty), Wells Fargo (Oscar Suris), Weber Shandwick (Andy Polansky), The Plank Center for Leadership in Public Relations (Karla Gower), The Arthur W. Page Society and the PRSA Foundation. Additionally the Public Relations Society of America has provided decades of in-kind support for CPRE including staff support and administrative services. The Institute for Public Relations and also provided in-kind support for the 2017 report development and launch, and Ketchum hosted the 2015 CPRE Industry-Educator Summit at their New York offices. Covers a myriad of topics, including: In The Beginning: The CPRE Industry-Educator Summit Introduction: Development of The CPRE Report and 2016 Omnibus Survey Learning Objectives Undergraduate Curriculum Ethics Theory Research Technology Academic Structure and Governance Educator Credentials Online Public Relations Education Program Certification and Accreditation Internships Professional and Pre-Professional Organizations Diversity Global Perspectives on Public Relations Education In Conclusion: Looking Forward, Fast
Download Full Report Public relations, now a global profession, has long merited research to document how it is being taught at the undergraduate and graduate levels in countries around the world. “Analysis of Global Public Relations – Curriculum and Instructors” is that study. Building on valuable earlier studies, our analysis broadened the geographic scope of study and stressed in-depth qualitative discourse as a basis for its conclusions. The first phase of the study was an analysis of the web sites of 218 educational institutions in 39 countries on five continents (Appendix Table 1). Based on this array of data, researchers engaged in in-depth interviews with public relations educators in 20 of the countries (See Key Questions in the Introduction, page 5).The emerging narratives and details provided valuable insights as to how and why public relations education is generally based on several universals and yet is often combined with local variations.* The key findings of this study are: Public relations is generally defined as a strategic function for building and maintaining relationships. Undergraduate programs are basically designed to prepare future practitioners. Curriculum frequently reflects the five-course standard suggested in the Commission of Public Relations Educations 2006 report, “The Professional Bond.” However, important cultural distinctions are often embedded within programs. Barriers to development of “the ideal public relations program” include resources, government, country culture, program structure, and inadequate or ineffective relationships with practicing professionals. Graduate programs emphasize advanced theory and strategic thinking. Researchers also found “moderate” influence by U.S. and European educational standards in other parts of the world. As a comprehensive recommendation based on the interviews, the researchers suggest the development of a virtual compendium of best practices in public relations education with continuous contributions from educators around the world. This electronic “Public Relations Education Development Depository” (PREDD), could be a valuable reference resource for case studies, test banks, uploaded interviews with professionals and other sources, campaigns and recommended and rated textbooks.
This report, like earlier reports of the Commission on Public Relations Education, presents recommendations for public relations undergraduate and graduate education. But beyond this traditional purpose, "The Professional Bond" report has also been developed to demonstrate, facilitate and encourage the kind of linking of public relations education and practice that is the hallmark of any profession.