Internet in Public Relations Curriculum

Growler, Karla K. and Jung-Yul Cho. "Use of the Internet in the Public Relations Curriculum." Journalism & Mass Communication Educator; Summer2001, Vol. 56 Issue 2, p81-92, 12p, 4 Charts

Subject:

An evaluation of the use of technology and Internet tools in public relations practice and the competencies needed to enter the field prepared to effectively utilize those tools

Study Methodology:

A study was conducted by compiling results of an exploratory e-mail survey, designed to determine what Internet tools and practices are being used by public relations agencies to provide services for clients.

The aim of the study was to identify the skill sets practitioners deem important for the practice of "Internet public relations," and ascertain ways in which instructors can best prepare students to step into the field armed with the tools needed to meet the demands of practicing public relations in a digital age.

The core research questions were developed as a result of literature reviews in the area of public relations and the Internet. The books, journals, and studies referenced were written between 1984 and 2000. In my opinion, some of the technology referenced in the literary review section of this journal included a few outdated tools like word processors and some of the Internet based tools used today were not referenced.

Survey Pool

A total of 81 public relations practitioners working for public relations agencies, a response rate of 28.9 percent, responded to the survey. The agencies represented were in operation at a range of 1 to 72 years.

Conclusions of the study & literature review:

It is widely accepted that educators of public relations are seen as having accepted technology into public relations scholarship. All of the firms surveyed stated that some percentage of their business used the Internet as a communication medium. What was interesting was the wide gap in usage ranging from three percent to 100 percent, with a 34.97 percent mean.

Many of the respondents establish that while Internet competencies is an important part of student readiness, core skills are the most important. "Writing, reliability, honesty, strategic and critical thinking, and the ability to react quickly are considered the most important skills, none of which are exclusive to the practice of public relations on the Internet."

What are the teaching & practice implications:

This article confirmed my beliefs that Internet based tools are essential to public relations pedagogy. It also stated that educators must teach potential uses of the Internet and restates a commonly accepted notion that the Internet allows practitioners to bypass gatekeepers and speak directly to their intended publics. However, the article caused me to ask more questions than were answered include the following:

• Does the client's perceived need for Internet based solutions vary by industry? How do industry demands shape public relations scholarship.
• How varied was the survey pool's training and competencies in the area of Internet public relations? What was the average age of the respondent pool? Where did the respondents rank on the organizational chart? Were the respondents in management positions?
• Is there consensus among public relations educators about the minimum information technology competencies needed to be prepared to step into the field today?
• What was the ability of agencies surveyed to effectively create Internet based services and products and communicate them effectively to their clients.
• How do students move beyond PR basics towards PR 2.0?
  
  Overall Usefulness:

While the authors referenced research conducted by other scholars in addition to their own survey, some of the literature referenced was often outdated. In addition, the journal makes grand pronouncements to include the fact that educators must teach potential uses for the Internet, but it falls flat as it doesn't even attempt to project any of those uses.

I would suggest this journal to students who are interested in a baseline understanding of public relations practice. If you are interested in an in-dept study that addresses public relations pedagogy and the Internet, you may find this piece lacking.