Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


An Exploratory Analysis of Undergraduate Public Relations Curriculum in the United States

Author(s): Jinbong Choi

This study analyzes the public relations curricula of forty-four American colleges that have PRSSA chapter. Through content analysis, this study examines general requirements, core public relations courses, requirements of public relations programs and strategic communication programs, and optional public relations courses offered by the colleges. The findings of this study reveal that very few public relations programs offer courses involving new media, crisis communication and PR ethics. In order to keep in touch with the fast-changing public relations landscape, more PR programs should require and integrate new media, crisis communication and ethics courses.

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