What Outcomes should Public Relations Education Provide?
This paper concentrates on the outcomes practitioners and educators want from public relations education. The results of a major survey of practitioners and educators were analysed in a specialist workshop at a National Communication Association Conference to identify what these two groups desired from entry-level and advanced-level practitioners and to compare this with what they actually found. The surprising result is that there was a great deal of agreement between educators and practitioners about the outcomes they would like from public relations education. In general, practitioners and educators agreed that current public relations education is on track in that students are learning what they should and what they need but both groups believed that improvements could be made.
