Public Relations In School

Since the first offering of a public relations course at the college level, there have been mixed opinions on its appropriateness and usefulness. Beginning with the more positive side of the argument for its inclusion in the college curriculum, professionals suggest that there is no better preparation for a career in public relations. It has long been considered among professionals in the field that such courses provide the requisite focus and field-specificity required to be effective. Some go as far as to suggest that too broad a range of classes may result in a misunderstanding of public relations in its entirety.

On the negative side of the argument, many consider the over specificity of the courses to be stifling, while the myopic focus is startlingly unrealistic. Those against the inclusion of the public relations course firmly believe that to center attention around a singular course for future professionals--instead of providing a broader experience through sociology, psychology, and business--will result in devastating failures. They believe the true public relations specialist must be in tune with the mental, social, and financial states of the populace and of the client. This is something that isn't necessarily garnered through study in any single class.

Interestingly, the debate is often seen as one of theory versus practicality. For example, some argue that providing future publicists with a theoretical background allows them to adapt to ever-changing corporate cultures, whereas others insist that theory can be developed later and the only path to practical application is directly through a public relations course. There is no definitive answer to this issue and there may not be for some time, as modern public relations is only a century old.

The debate is far from won. The recent inclusion of public relations courses into mass communication programs at some universities has led to the realization that although marketing, advertising, and public relations are separate entities, they most definitely interact effectively. However, that interaction isn't available within the university, and attempting to place such classes into sub-categories of other fields is highly ineffective. At the end of the day, it is up to the student to decide what best suits his or her future endeavors and to pursue those choices to the best of his or her abilities.