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Students’ perspective on public relations curriculum and their preparedness for the industry

Public relations scholars and practitioners have raised a concern on the gap between students’ acquired knowledge and skills in the classroom learning and meeting the expectation from employers. There is a call for public relations educators to better prepare students before they enter the industry....

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Main Authors:	Tan, Sharon, Lee, Cheng Ean Catherine *
Other Authors:	Ismail, Adibah
Format:	Book Section
Language:	English
Published:	Atlantis Press 2023
Subjects:	HM Sociology LB Theory and practice of education LB2300 Higher Education LB2361 Curriculum LC Special aspects of education
Online Access:	http://eprints.sunway.edu.my/2349/1/i-come2022%20-%20proceedings%202023_pr.pdf http://eprints.sunway.edu.my/2349/ https://doi.org/10.2991/978-2-38476-098-5_14
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id	my.sunway.eprints.2349
record_format	eprints
spelling	my.sunway.eprints.23492023-09-07T11:48:45Z http://eprints.sunway.edu.my/2349/ Students’ perspective on public relations curriculum and their preparedness for the industry Tan, Sharon Lee, Cheng Ean Catherine * HM Sociology LB Theory and practice of education LB2300 Higher Education LB2361 Curriculum LC Special aspects of education Public relations scholars and practitioners have raised a concern on the gap between students’ acquired knowledge and skills in the classroom learning and meeting the expectation from employers. There is a call for public relations educators to better prepare students before they enter the industry. The themes of public relations education, public relations curriculum and practices are the conceptual understandings of this paper in gauging the perception of undergraduate students on public relations curriculum and their preparedness for the industry. A qualitative interview was conducted with seven student participants. Public relations students of both public and private universities in Malaysia perceived the knowledge and skills acquired in the classroom learning were mainly theoretical with a mix of practical skills. Most students claimed that they were not prepared to enter the industry even though they have positive feedback on their lecturers’ pedagogy. Although students of this study are satisfied and have a positive perspective of the public relations curriculum in Malaysia higher education institutions, they suggest students acquire external knowledge outside the classroom by attending personal development courses and having good mindsets in preparing the students for the industry. This paper brings implications for public relations education and course development as well as for professionals in the public relations industry to consider working effectively with educators in identifying the knowledge and skills important for the future of public relations practice. Atlantis Press Ismail, Adibah Ahmad, Mohd Khairie Ramli, Romlah Hussain, Norhayati Mohamad Dalib, Syarizan 2023-08-31 Book Section PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/2349/1/i-come2022%20-%20proceedings%202023_pr.pdf Tan, Sharon and Lee, Cheng Ean Catherine * (2023) Students’ perspective on public relations curriculum and their preparedness for the industry. In: Proceedings of the International Conference on Communication and Media 2022 (I-COME 2022). Advances in Social Science, Education and Humanities Research, 769 . Atlantis Press, pp. 153-162. ISBN 2352-5398 https://doi.org/10.2991/978-2-38476-098-5_14 10.2991/978-2-38476-098-5_14
institution	Sunway University
building	Sunway Campus Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Sunway University
content_source	Sunway Institutional Repository
url_provider	http://eprints.sunway.edu.my/
language	English
topic	HM Sociology LB Theory and practice of education LB2300 Higher Education LB2361 Curriculum LC Special aspects of education
spellingShingle	HM Sociology LB Theory and practice of education LB2300 Higher Education LB2361 Curriculum LC Special aspects of education Tan, Sharon Lee, Cheng Ean Catherine * Students’ perspective on public relations curriculum and their preparedness for the industry
description	Public relations scholars and practitioners have raised a concern on the gap between students’ acquired knowledge and skills in the classroom learning and meeting the expectation from employers. There is a call for public relations educators to better prepare students before they enter the industry. The themes of public relations education, public relations curriculum and practices are the conceptual understandings of this paper in gauging the perception of undergraduate students on public relations curriculum and their preparedness for the industry. A qualitative interview was conducted with seven student participants. Public relations students of both public and private universities in Malaysia perceived the knowledge and skills acquired in the classroom learning were mainly theoretical with a mix of practical skills. Most students claimed that they were not prepared to enter the industry even though they have positive feedback on their lecturers’ pedagogy. Although students of this study are satisfied and have a positive perspective of the public relations curriculum in Malaysia higher education institutions, they suggest students acquire external knowledge outside the classroom by attending personal development courses and having good mindsets in preparing the students for the industry. This paper brings implications for public relations education and course development as well as for professionals in the public relations industry to consider working effectively with educators in identifying the knowledge and skills important for the future of public relations practice.
author2	Ismail, Adibah
author_facet	Ismail, Adibah Tan, Sharon Lee, Cheng Ean Catherine *
format	Book Section
author	Tan, Sharon Lee, Cheng Ean Catherine *
author_sort	Tan, Sharon
title	Students’ perspective on public relations curriculum and their preparedness for the industry
title_short	Students’ perspective on public relations curriculum and their preparedness for the industry
title_full	Students’ perspective on public relations curriculum and their preparedness for the industry
title_fullStr	Students’ perspective on public relations curriculum and their preparedness for the industry
title_full_unstemmed	Students’ perspective on public relations curriculum and their preparedness for the industry
title_sort	students’ perspective on public relations curriculum and their preparedness for the industry
publisher	Atlantis Press
publishDate	2023
url	http://eprints.sunway.edu.my/2349/1/i-come2022%20-%20proceedings%202023_pr.pdf http://eprints.sunway.edu.my/2349/ https://doi.org/10.2991/978-2-38476-098-5_14
_version_	1778165635550806016
score	13.211869

Students’ perspective on public relations curriculum and their preparedness for the industry

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