Caring or selling? Communicating values or promoting products in PR education

Abstract

Purpose

This study examines the role of values, social causes, PR ethics and sustainability in public relations (PR) curricula in a European country. PR students are asked about the value of learning imponderabilia versus technical skills needed in the PR industry.

Design/methodology/approach

The method used for this study is a quantitative online survey among PR students from six public universities with established PR programs. The study is another part of a long-term project about PR education, students' job prospects, the usefulness of PR studies at work and the role of values and technical skills in PR curricula.

Findings

This study shows that the PR students believe that their profession should include broader social issues, like equality, ethics, activism and ESG (ecological, social and governance). Most students report that their curricula cover ethics, sustainability and social responsibility and that these subjects would be useful in their future careers.

Research limitations/implications

Even though the study was conducted in one European country, it may be interesting to scholars and practitioners elsewhere and may be adopted and replicated.

Practical implications

Identifying PR students' needs, expectations and attitudes towards the PR industry and understanding the worldviews of new graduates, with their commitment to social causes and activism, should be helpful to their teachers and instructors, future employers or clients in terms of faster and more efficient onboarding.

Social implications

A better understanding of the current requirements for graduates of PR studies should help them find enough opportunities in the job market and improve the organizational communication of their future employers.

Originality/value

Measuring PR students' opinions on their educational experience, the role of professional skills and socially conscious, ethically oriented classes can contribute to better formulation of PR curricula and may be useful for the PR industry and academia in other countries.

Citation

Barlik, J. (2024), "Caring or selling? Communicating values or promoting products in PR education", Corporate Communications: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/CCIJ-12-2023-0186