New research has revealed that just seven of the 27 CIPR approved higher education PR and communications courses in the UK offer modules dedicated to new media. The poll, by tech agency Lewis PR, has raised concerns among PR practitioners, as it indicates PR students lack the appropriate skills required to use new communication technologies.
Patrick Barrow, director-general of the PRCA wrote in PRWeek that:
Patrick Barrow, director-general of the PRCA wrote in PRWeek that:
“The fact that new-media modules are not included in some courses is complete
madness. If the universities are not teaching the new generation of PROs, then
the agencies have to do it, and that adds to the cost of business”.
The growth of new media has altered new practices for PR practitioners, which means that good skills in the use of communication technologies have become a key quality of a PR practitioner. We have entered a “Web PR age” where PR practitioners are expected to integrate all kinds of
communication tools, from traditional media to blogging, into their practice. This arguably poses a challenge for higher education in that communication and PR students have to learn how to use new communication technologies.
communication tools, from traditional media to blogging, into their practice. This arguably poses a challenge for higher education in that communication and PR students have to learn how to use new communication technologies.
Barrow’s concerns are certainly valid: PR students should definitely know how to use new media before they enter the profession. According to Lewis marketing manager David Cunningham, the growth of new media affects every sector of the PR industry, and 90% of their clients are coming to discuss blogging strategies for their organisations. This suggests that ‘social media’,
such as blogging, is likely to become an important PR strategy in the future, hence, the importance of adequate education in new media.
such as blogging, is likely to become an important PR strategy in the future, hence, the importance of adequate education in new media.
However, this research arguably gives a false picture. It implies that the only students who are fully equipped to enter the PR profession are the ones who graduate from the universities that offer a new media module. I am doing a master in PR at University of Westminster and even though the university does not run a ‘new media’ module, new media is part of every course
I take. In fact, making this blog is one of this semester’s core assignments! Mark Ramsdale, head of communication policy at the CIPR emphasised this point in PR week:
I take. In fact, making this blog is one of this semester’s core assignments! Mark Ramsdale, head of communication policy at the CIPR emphasised this point in PR week:
“This survey talks about new-media modules. While not all of these courses offer
an entire module on the subject, most, if not all, will offer it as part of a course”.
It is in my opinion “complete madness” to undermine the universities that do not offer new media as a separate module. What is important in this case is that the new generation of PR practitioners has the skills and knowledge to face the challenges new media offers.
4 comments:
I believe you’ve touched a really good topic, because education is always a hot issue. Innovations and improvements to the existing curriculum are crucial, which is not always happening. School systems are by nature inert and adoption of new trends is very often not in pace with the practice and real life.
Most of the courses that are not related to computing do not offer separate new media modules, because it’s commonly understood (and I don’t know why) that everyone should already be aware of new media and using them almost professionally.
In the US, blogging on a "big scale" only took off with the 2004 presidential election - but it has spread like wildfire.
I think the PR industry, however, should first focus on professionalising the industry further before they go off and worry about someone's lack of technical skills.
Our generation is very much a transitional generation in the wave of technology. PR is transitioning and if i wants to survive, the industry will evolve and we will learn to be effective users of new media. Otherwise, we will go the way of the dodo ... not in our best interest!
I think that the new generation of PR students studying a universities in the UK as well as in the US have an advantage from previous generations. I do agree with you that university should not have to put a label on course and call it new media. New media is everywhere nowadays and our generation is lucky because we have grown up with it. We learned to use computers at an early age, while practitioners who had been practicing for years just got a taste of it. I do in fact believe that we, as PR students are prepared, and if there are things that we don't know, we are so skilled with new technology that it will not take us long to figure it out.
I think you raised some very interesting points about public relations education and new technologies. I will agree with you that it is a “complete madness” to undermine the universities that do not offer new media as a separate module as by principle I think that black and white opinions tend to harm our subjectivity.
However, I do believe that it’s about time that more universities acknowledge the significant impact of new technologies on Public Relations and gradually add to their curriculum’s courses, or even individual assignments, as in your university’s case, that will able students to learn up-to-date practices. I feel this is information that books alone can not teach.
As a public relations postgraduate student, and nearly in my 30’s, I would never have realized before how far I have been left behind in terms of ICT’s knowledge. And if it wasn’t for my first PR &Technology course at the University of Stirling, I would still be in the dark.
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