Teaching public relations in the future

Public relations, as well as society, needs political and financial support and commitment. Edward L. Bernays taught the first course in public relations at New York University as a continuing education course. Specialized education in public relations makes it more likely that practitioners will pe...

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Bibliographic Details
Published in:Public relations review 1989-03, Vol.15 (1), p.12-24
Main Author: Grunig, James E.
Format: Article
Language:English
Subjects:
Colleges & universities
Curricula
Education
Predictions
Public relations
Students
Teachers
Teaching
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Summary:Public relations, as well as society, needs political and financial support and commitment. Edward L. Bernays taught the first course in public relations at New York University as a continuing education course. Specialized education in public relations makes it more likely that practitioners will perform in a sophisticated and professional manner. However, university administrators have not dedicated the resources to public relations education that are required for the students who have chosen it or in relation to the importance of public relations for the organizations it serves or for the well-being of society. Two recent programs of research have described the different ways in which organizations practice public relations and why they practice it as they do. The first, at San Diego University, has identified different roles of public relations practitioners, while the 2nd, at the University of Maryland, has researched different models of public relations practice.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(89)80029-3