By Dr Denise Diana Duncan (Ghana)
Lecturer, Public Relations, Department of Communication and Media Studies, Central University, Miotso
Public Relations has been around for nearly a century. Many people believe that Edward Bernays invented Public Relations in the 1920s. However, others point to Ivy Lee, who, in 1904, opened a “counselling office.” From helping a company sell bacon by promoting what all Americans could refer to as a nutritious breakfast to staging events as far back as 1929 when he publicised the 50th anniversary of the electric light bulb by having Thomas Edison reenact its discovery, Public Relations began to evolve.
Public Relations has played and continues to play a significant role in today’s business landscape. Public Relations functions have become the pivot for successful businesses, acting as sages within the communication fraternity. The communication practice brought about by PR’s unwavering hope to thrive in a constantly changing world necessitates regular discussion. Although the image of the practice and its practitioners has evolved, from ‘loud talkers’ to ‘an English-commanding individual,’ today, the PR practitioner is seen as a ‘wise man/woman’ whose advice is sought on issues such as how to build mutually beneficial relationships, engage in effective campaigns, awareness creation, and craft communication strategies to ensure a consistent brand presence.
As the practice evolves, we need to have a sustainable Public Relations agenda, both in theory and practice.
This is a way to ensure a holistic approach to Public Relations training and practice. This shift is therefore required if Public Relations is to thrive for another 100 years. Academia is one area that can provide a break from the norm to ensure the practice’s survival. Academics must relook at pedagogical approaches and consider training PR professionals through the following lenses:
First, academics must consider instilling in students the concept of Public Relations research, as research is a surefire way to add to knowledge about Public Relations as a programme and as a practice. Students who conduct research not only broaden their understanding of the practice but also value the lessons, concepts, and topics discussed in class. This can only be profitable if businesses open their doors to students conducting Public Relations research. Thus, organisations can help by providing student researchers with Public Relations information students require. Although organisations indeed become research-fatigued due to the influx of students seeking information, there is a mutually beneficial relationship between the student and the industry in terms of research.
Second, academia must incorporate the component of student internships into their accreditation programming, as this aids in work-integrated learning. At the stage of curriculum development, this component must be featured with a convincing case made for such an addition to aid accreditation. This strategy will compensate for the constant cries and finger-pointing about teaching being merely theoretical. The addition of this component for work-integrated learning will combine theory and practice and thus produce a well-rounded graduate.
Third,
there should be cumulative training for the practice of Public Relations. Training must have various levels, from the certificate level, through the diploma level,to the graduate level, master’s level, postgraduate level, and finally, the terminal degree.
By creating these openings, academics offer a ripe opportunity for individuals interested in learning about the practice and pursuing the same. The development of these different levels of programming is the new way to go.
Fourth, the formation of research teams and consortiums. There should be a constant call for research and consortiums to engage minds on the practice and training of individuals in Public Relations. This will urge research conferences to help deliberate on pertinent issues concerning Public Relations and also help share Public Relations research conducted by various academics.
Finally, the need for research for scholarly publications. Academia must invest in Public Relations research to deliberately bring Public Relations concerns to the fore, and explore Public Relations trends in the industry in books and journals. Establishing the relevance of the teaching, learning and practising of Public Relations from the viewpoint of both scholars and industry players gives credence to the field in general. Progressive teaching and learning thrive on extensive research, and academics must seek grants and position themselves to receive grants from various institutions to engage in this research. This research will help the industry and solidify content taught in class by providing evidence of real-life situations as recorded in the various textbooks used in the classrooms. It also serves as a means to contribute to the marketplace of ideas in the Public Relations sector.
Academia is the fuel which drives every career practice. Alienating the two will be the doom of any career hope for all.
The importance of academia in Public Relations cannot be overstated. Eventually, there must be a 50-40-10 percentage rule in teaching the course as a matter of resolution (Public Relations). 50% of the time must be spent on teaching, 40% on practical assignments and projects, and 10% on Public Relations research.
According to research, students learn more effectively when they practise what they are taught in class. Lecturers must recognise this and develop a comprehensive teaching strategy by integrating these applied arms of teaching.
Public Relations as a practice and a course has seen many steeplechases. Over time, Public Relations has braced all storms and evolved from various stages to become a power to be held in the business world.
Those who train these practitioners must do so within the space of effective practicability and generalised sustainability if the teaching, learning and practice are to remain relevant.
It is critical to change the direction of Public Relations practice by combining theory and practice, conducting appropriate research, and developing programmes that provide opportunities for internships and an avenue for operative work-integrated learning. Public Relations is here today and is here to stay with all its tentacles.