The role of tertiary education in preparing students for a career in public relations

Author: Gwyneth V.J. Howell and Nicole Bridges, University of Western Sydney 
Published: 2009, Asia Pacific Public Relations Journal, Volume 10
Abstract: In professional educational programs, such as public relations, students are expected to develop specialised skills to meet the challenges of a demanding workplace Due to the constantly evolving nature of the public relations industry, this paper explores whether today’s graduates perceive they have the necessary skills to be an effective public relations professionals. Further, the paper seeks to identify which elements of the curriculum have evolved to assist these graduates in preparing them for the industry in the 21st century. This study explores the perceptions of graduates from an Australian over the past five years, and highlights the need to incorporate new and emerging technologies into today’s curriculum.

Keywords: public relations, education, graduate outcomes