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Building a Winning Public Relations Education Program:
Unformatted Document Text:  15 With the integration of marketing communication channels and tools, students of public relations also need to be well versed in all marketing communication disciplines. Only in the context of overall marketing communication and corporate branding, can we effectively apply the tactics of publicity and public relations. It is important that students develop a holistic view of marketing communication with particular emphasis regarding the role of public relations within. Another component of public relations education is internship. Acquiring practical experience during studies is no longer optional. It is a must-have if one wants to have an active learning plan and be competitive in the job market. Internship should be an integral part of one’s public relations educational program. The benefits of an internship are significant. First, it can help one develop a concrete understanding of what’s taught in the classroom. It is extremely difficult to replicate the real world experience in a classroom setting due to the constraints of time and other resources. Second, with hands-on experience, one can make his/her learning more focused and targeted. Through discoveries at the worksite, one will realize what types of skills and capabilities he/she possess and what skills are lacking. As a result, upon returning to the classroom, one’s learning usually becomes more active, quite often translating into a personal development plan for the future. Third, it is certainly plausible that internships can help one establish networks and get to know the industry structure much better which ultimately may lead to a real job upon graduation. CONCLUSION

Authors: Wang, Jian.
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15
With the integration of marketing communication channels and tools, students of
public relations also need to be well versed in all marketing communication disciplines.
Only in the context of overall marketing communication and corporate branding, can we
effectively apply the tactics of publicity and public relations. It is important that students
develop a holistic view of marketing communication with particular emphasis regarding
the role of public relations within.
Another component of public relations education is internship. Acquiring
practical experience during studies is no longer optional. It is a must-have if one wants to
have an active learning plan and be competitive in the job market. Internship should be
an integral part of one’s public relations educational program. The benefits of an
internship are significant. First, it can help one develop a concrete understanding of
what’s taught in the classroom. It is extremely difficult to replicate the real world
experience in a classroom setting due to the constraints of time and other resources.
Second, with hands-on experience, one can make his/her learning more focused and
targeted. Through discoveries at the worksite, one will realize what types of skills and
capabilities he/she possess and what skills are lacking. As a result, upon returning to the
classroom, one’s learning usually becomes more active, quite often translating into a
personal development plan for the future. Third, it is certainly plausible that internships
can help one establish networks and get to know the industry structure much better which
ultimately may lead to a real job upon graduation.
CONCLUSION


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