PR Education: What Does the Next Generation Need to Succeed?

PodCatalyst: The Official Podcast of IABC

Founded in 1973, the Commission on Public Relations Education (CPRE) provides recommendations on public relations education for universities and professional associations around the world.

CPRE’s latest signature report, “Navigating Change: Recommendations for Advancing Undergraduate PR Education,” offers an in-depth look into what’s needed and expected of educators and practitioners when it comes to guiding the next generation of PR professionals. The report is based on a survey of nearly 200 educators and just over 460 practitioners, including members from IABC.

Matt Tidwell, IABC board member, sits down with Drs. Elizabeth Toth and Pamela Bourland-Davis, lead editors of the report, to understand the research and its findings.

Tune in as they discuss key findings of the report, from the role of ethics to DEI, data/analytics, the future of the workplace and more.

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Matt Tidwell, PhD, APR, is on the faculty of the William Allen White School of Journalism and Mass Communications at the University of Kansas and directs KU’s master’s degree in digital and integrated marketing communications. Tidwell is a member of IABC’s International Executive Board.

Pamela Bourland-Davis, PhD, is professor of public relations and professional communication and leadership at Georgia Southern University, where she also served as department chair. She was co-editor of the Commission on Public Relations Education’s signature 2023 report, “Navigating Change.” She was the Journal of Public Relations Education’s editor from 2021-2023, SSCA’s past president, and she served in a variety of roles within AEJMC and its PR Division.

Elizabeth L. Toth, PhD, is professor emerita of the Department of Communication at the University of Maryland, College Park. She has produced 10 books and more than 90 refereed journal articles, book chapters, monographs and conference papers on public relations. She has won numerous awards for her research and service. She co-edited the CPRE 2023 Report on Undergraduate Public Relations Education, “Navigating Change.”

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LINKS

Mentioned in This Episode

Commission on Public Relations Education website

Navigating Change: Recommendations for Advancing Undergraduate PR Education

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