The Role of Clients in the Public Relations Campaigns Course

Abstract

Extending Benigni and Cameron (1999), this study provides a current review of teaching methods for the public relations campaigns course based on a national survey. In addition to offering up-to-date descriptions of how the campaigns course is constructed and valued in public relations programs, this study analyzed what may be important factors that influence the course outcomes. Clients' satisfaction, implementation of plan books that are developed by students, and job/internship opportunities that students receive based on their performance in the campaigns course are all indicators for the effectiveness of teaching campaigns courses. Certain course features, client involvement in class, and clients' payment for services rendered also contribute to more positive course outcomes.