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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?
(Score: 2) by frojack on Friday December 04 2015, @09:08PM
Without going on an advertising course, I doubt whether we do know all the tricks.
But these "tricks" are well known. Movie makers have spilled all the beans.
If you see a brand name in ANY context in a movie, you know money changed hands.
If you see some random-ass mock-up of a beer bottle with an unrecognizable label you know it wasn't an ad.
Car de-badged = no money
Car badge shown = money.
Car in dialog = big money and free vehicles
Car is protagonist's get away vehicle = huge money, free vehicles, coordinated advertising campaigns.
Any brand name or recognizable trade mark was paid for even if its just an item sitting on a shelf, and never really in focus. (There are accidentals, but only in live on-location outdoor scenes. Any shot you see done on a studio lot you can assume every single logo was paid for. EVERY one.)
This is common knowledge these days. Yeah, it adds realism, but nothing comes free. Advertising people are simply not that inventive nor that subtle.
No, you are mistaken. I've always had this sig.