Public relations education: our future is banking on it - includes related articles - Section 3: Communication in Transition - From Art to Science

Communication World, Feb, 1992 by J. David Pincus, Robert E. Rayfield

Educating professionals

An area we weren't able to examine here, but which deserves considerable attention, is the continuing education of practitioners. A professional in this eclectric field can never afford to stop learning. Such needs offer enticing opportunities for both universities and professional groups such as IABC.

While conferences and seminars are valuable on multiple levels, they can't provide the in-depth training demanded by certain subjects, such as research. That's precisely why many public relations practitioners today are enrolling in graduate programs. But some are unable to commit the time required to complete such intensive programs. Recognizing this fertile market segment, a number of schools now offer tailored "professional-academic" graduate degrees (i.e., no thesis) or more streamlined alternatives, such as six-month certificate or executive programs. In San Francisco, for example, a coalition of corporate public relations directors realized the need to build leadership continuity into their programs. Recently, the group launched a 12-month executive development program exclusively for public relations professionals with superior management potential to become a "DPR" (director of public relations). Faculty include educators and professional practitioners.

In summary, the education coin is complicated, puzzling and exciting all at once. Its potential value to the future of public relations is massive and inescapable. As public relations moves toward legitimacy as a profession, and the practice becomes more management-based and strategy-driven, the proper education of both communication and business professionals will be our major currency. Heads or tails, you can take that to the bank.

J. David Pincus, Ph.D., and Robert E. Rayfield, Ph.D., are professors in the public relations sequence of the comminication department at California State University, Fullerton.