Public relations has long been reported as a young occupation still trying to define itself. Defining public relations is made more difficult because public relations activities can be applied to any type of company or organization of just about any size, the profession is so diversified in terms of skills and practices and it requires professionals in the field to be good communicators and networkers.
Add to all of that, public relations degree and training programs are looking for a more solid base by filling educational programs with professionals who are credentialed and practiced.
In efforts to change the quality and content of public relations education and training, the Commission on Public Relations Education completed a report in 2006, The Professional Bond, Public Relations Education for the 21st Century. The research gathered for the report will help shape the future of public relations education.
Public Relations Educational Needs
Through extensive research, the Commission determined the educational and learning needs that undergraduate public relations students need to effectively work in the field by defining the skills graduates need. Those skills include:
- Critical Thinking
- Problem-Solving
- The Ability to Communicate Publicly
- Initiative
- Understanding Diversity
- Understanding and the Ability to use All Types of Communication Technology
- Exceptional Writing and Production Skills
- Understanding Global Implications (such as cultural values, beliefs, laws and public policy, external groups and organizations)
- Externships to Gain Real-World, Hands-On Experience
- For the graduate level, educational needs include public relations law, ethics, applications, management and research.
Public Relations Certifications and Accreditations
Training and educational programs can also be certified through the Public Relations Society of America (PRSA) and/or accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJJMC).
According to the Commission’s report, in 2006 there were 14 U.S. Universities, one Canadian college and one university in Argentina certified by the PRSA.
Individual public relations professionals can also study and apply for certification from the PRSA.
Public Relations Writing Skills
In addition to the list of professional skills needed, there has been renewed emphasis put on public relations writing skills. An article (A case study in PR writing: Professionals and academics collaborate to produce career-ready students) appeared in Public Relations Tactics newspaper by Sandra Allen, MBA, APR on public relations writing skills. Allen wrote, “Professionals and educators agree: PR writing is fundamental to a student’s academic and professional success.”
Some companies are now testing public relations applicants on their ability to write an effective press release.
Need for Qualified Public Relations Educators
The Commission’s 2006 report also found that there was a shortage of qualified public relations educators. The recommendation for qualified faculty include having a terminal degree - a PH.D. is preferred- and significant practical experience as well as being educated in the communications and behavioral sciences. And, having business experience with extensive cultural and historical knowledge is helpful.
Public Relations Education Need is Immediate
In the Call to Action section of the Commission’s report, the need for improved education is stated as, “But in the meantime, the need for public relations education is urgent and escalating rapidly, surfacing new issues that must be addressed and resolved.”
For a profession that is filled with the ultimate communications, critical thinking and promotional professionals, the training and education needs to better prepare public relations professionals for the job.
The first step in resolving a need is to realize the need exists. The Commission’s report and the follow up work being done will go a long way in developing future public relations degree and certification programs.
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