chapter  14
28 Pages

Public Relations

WithDean Kruckeberg

This chapter focuses recommendations for developing a student outcomes assessment program for public relations education. To best understand how outcomes assessment can be applied to public relations education, as well as to better appreciate the arguments of those proffering opposing perspectives on such education, a brief history is helpful, outlining the evolution of higher education in the United States. Grunig and Hunt identified models of public relations, which they consider evolutionary, but each of which is predominantly practiced by a portion of contemporary professionals. Discussion has been initiated to consider establishing an unofficial Council for Public Relations Education that may help facilitate communication and policymaking related to public relations education among organizations. Anecdotal evidence supports a powerful correlation between successful, high ranking public relations practitioners and their extensive knowledge that ranges from current events and history to economics and government policies.