- the underlining "theories, the origin principles and professional practice of Public Relations
- The Laws and ethics governing the profession
- PR research, Measurement and Performance evaluation
- PR Planning and Management
- PR writing and Production" (p.126-127)
As with any other profession, standard formal education is important to the acquisition of the skills and knowledge needed to work in PR. To me, PR education also holds the key to effective regulation of the industry. However I think that all higher educational institution offering PR courses should agree on one standard curriculum to be used throughout the schools. This can drawn by the CIPR UK in collaboration with (Public Relations Educators Forum)PREF.
As rightly argued by a renowned PR person to students at Ball state university, "Public relations will never reach the status of a profession as long as people can get into the field and prosper without having completed a fairly rigorous course of study in the of study in the field".
The debate by my classmates on the motion PR education is irrelevant, success in PR is determined by contacts and building relationships' was very interesting. Several arguments were made for and against the motion.
- Some arguments for the motion included:
- Any good speaker with contacts and good interpersonal skills can work in PR.
- Graduates from different discipline with good analytical thinking can work in PR.
- Nearly 80% of PR practitioners in UK currently have no PR education but learnt on the job.
- Arguments against the motion included:
- PR qualification is currently essential to securing a job in PR.
- It is also important for career progression in the PR field.
- PR education provides people with the skills and knowledge needed to work effectively in the PR field.
To me a balance of PR education and good contacts and relationship building is the way for.
Personally, I think the "MA Public Communication and Public Relations" course at the University of Westminster, London, is exhaustive, highly practical and well taught by the course tutors who have extensive practical and rich academic background in PR. I will recommend it to anyone who wants to pursue a career in Public Relations.