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Article: The state of research education in the public relations curriculum
- Article from:
- Journalism & Mass Communication Educator
- Article date:
- October 1, 1996
- Author:
CopyrightCopyright Association for Education in Journalism and Mass Communication Autumn 1996. Provided by ProQuest LLC. (Hide copyright information)
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Answering the "why" question may be the hallmark of the next century's public relations practice. Research, a vital part of the public relations practice to which much lip service has been paid, appears to be an essential element in earning public relations a place on the management team as well as advancing it as a profession.
Increasingly, tomorrow's practitioners are preparing themselves for careers by studying public relations theory and skills in school today. This study's mission was to find out how institutions and those teaching public relations are preparing those practitioners for their projected research responsibilities.
Literature review
In 1951 Stephen Fitzgerald, president of ...