Literaturnachweis - Detailanzeige
| Autor/in | Kruckeberg, Dean |
|---|---|
| Titel | 1987 Revisited: Is It Time for a New Look? |
| Quelle | (1995), (14 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Stellungnahme; Curriculum Design; Curriculum Evaluation; Higher Education; International Communication; Journalism; Mass Media; Multicultural Education; Public Relations; Undergraduate Students |
| Abstract | The 1987 Commission on Undergraduate Public Relations Education report "Design for Undergraduate Public Relations Education" is examined. Much has changed since that document was published yet much remains the same. Some specific challenges to the existing document include but are not limited to these: (1) multicultural and international demands placed on public relations practice; (2) demands for accountability by college and university administrators, accrediting agencies, governmental bodies, the tax-paying population at large, as well as students and their parents; (3) dynamic tension between industry demands and the goals of public relations educators; and (4) continuing resentment of and discrimination against public relations by other mass communication and communication educators. In spirit and in its specific recommendations, the 1987 commission report is analogous to the 1990 Gold Paper No. 7 of the International Public Relations Association entitled, "Public Relations Education--Recommendations and Standards." However, the Gold Paper was far more realistic and far-sighted. A landmark "must read" book for all communication educators is R. O. Blanchard and W. G. Christ's "Media Education and the Liberal Arts: A Blueprint for the New Professionalism"--a must read because of its provocative theses. While their criticism of sequentially organized curriculums has some virtue, it could, if misapplied, take public relations programs in a direction that the authors are attempting to steer clear of, e.g., a program in which students become jacks of all trades and masters of none, a program with no discernible standards. Public relations needs to continue to assess its place in the academy and as a professional area of practice. (Includes 23 notes.) (TB) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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