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posted by cmn32480 on Friday December 04 2015, @08:12AM   Printer-friendly
from the facebooking-for-hire dept.

Blurred boundaries between advertising and public relations professions due to new roles in social media raise the question of whether educators can adequately prepare their students for a career in those growing fields, according to a Baylor study.

"Educators need to address the deficiencies identified in this study and find ways to build these skills and competencies in their courses," said Marlene S. Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor's College of Arts & Sciences.

The study—"Gaps in Advertising and Public Relations Education: Perspectives of Agency Leaders "—is published in the Journal of Advertising Education.

"In the study, we have provided some specific and practical recommendations for advertising and public relations educators," Neill said.

Recommendations include:

        --Business literacy: Have advertising and public relations students read and analyze investment reports and financial statements, as well as take current events quizzes from business and trade publications.
        --Math: Require advertising and public relations students to take a statistics course.
        --Online community management: Have advertising and public relations students conduct social listening/social media audit and develop evaluation reports using social media analytics; advertising students should consider taking electives in public relations to learn about crisis and issues management.
        --Media planning/buying: PR students should consider taking advertising electives to learn about paid media strategies.

The reaction of people polled on this issue is this?


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  • (Score: 2) by Nuke on Friday December 04 2015, @01:24PM

    by Nuke (3162) on Friday December 04 2015, @01:24PM (#271776)

    Given that advertising is one of the chief scourges of the modern world*, when I saw the headline I assumed it was about educating kids to resist it. At my school we actually had some of that in English classes. So advertising is now taught as a subject at universities as TFA implies? I begin to think that the ISIS extremists have a point about the Western World going down the pan.

    * I make an exception of course of informative and connective advertising, like makers' catalogues and web sites, specifications, Yellow Pages, and things like ebay pages.

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