A Study of Public Relations Knowledge and Skills From Public Relations Curriculum, Academicians'View and Professionals’ View
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Abstract
This study is to explore the knowledge and skills provided by the offering courses of the Public Relations (PR) curriculum in undergraduate level to know the expectation of PR academicians and PR professionals towards the knowledge and skills of the PR graduates. Also, it is to investigate the similarities or differences between the knowledge and skills provided by the PR program in undergraduate level, and how they are expected by PR academicians and PR professionals. Six undergraduate PR curriculums offered by six leading universities in Thailand were studied along with the interview with the key informants who are 14 public relations academicians and 19 public relations professionals.
The research finds the similarities as well as the differences among the public relations curriculum, academicians' expectation and professionals' expectation towards the public relations graduates.
In terms of PR knowledge, both curriculum perspective and professionals focus on persuasion concepts and strategies while academicians and professionals have the same opinion on the importance of societal trends. The differences are marketing which is provided by curriculum, where as principle of business, and business case study are expected by academicians.
Curriculum, academicians, and professionals all agree on the mastery of language in written and oral communication as the highest expected skill for graduates. However, while the curriculum puts its effort to train the graduates in terms of media selection and usage and strategic planning, the academicians expect to see the graduates have the computer literacy, and photography literacy, whereas PR professionals give their expectations on issue and crisis management as well as public speaking and presentation
In addition, the academicians expect the graduates' confidence as the most common personality trait while the professionals expect patience or a strong work ethic and high energy from the graduates.
The research results can provide the framework for developing public relations curriculum, especially, regarding to Thai Qualifications Framework for Higher Education: TQF: HEd which is designed to support implementation of Education Act the educational guidelines set out in the National Education Act.
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