PRSSA Faculty and Professional Advisors' Perceptions of Public Relations Curriculum,Assessment of Students' Learning,and Faculty Performance

Abstract

Although previous studies have indicated that public relations educators and professionals agreed that PR education was on target, this e-mail survey shows no substantial evidence of agreement. PRSSA professional advisors are not convinced that faculty are teaching the skills students need in industry. Professional advisors value more than do faculty advisors a curriculum that emphasizes practical experience in new media, internships, preparing students for their first job, and “hands-on experience.” Professional advisors are more inclined to suggest that professionals should be involved with assessing student work, including student portfolios and final projects in capstone campaign courses.