An evaluation of the writing abilities of entry-level public relations practitioners and the industry demand to effectively write for new media

The purposes of this exploratory investigation were to (a) evaluate the current writing abilities of entry-level public relations practitioners (b) determine the industry's demand to effectively write for new media and (c) identify educator's perceptions of entry-level public relations practitioners' writing abilities and current curriculum changes as well as future industry projections. The researcher conducted Web-based surveys of management level public relations practitioners who were all members of PRSA and telephone interviews with educators in college and university public relations programs across the country. The data collected from Web-based surveys showed a slight improvement in the perception of entry-level practitioners' writing abilities. Overall, Web-based survey respondents reported that entry-level public relations practitioners generally possess a sufficient, or average, level of expertise in writing. The majority of educators who participated in the telephone interviews reported that writing abilities in public relations students are of concern and that most students entering the programs lack basic writing abilities. In addition, all participants reported new or recent curriculum developments in response to new media as communication tools. The study also revealed current industry trends in strategy, planning and measurement.

Name thesis:degree_name

M.A. Public Relations

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Public Relations/Advertising

Year dc:date.available

2011

Author dc:creator

• Gervasi, Diana

Contributors dc:contributor

• Basso, Joseph

• Public relations personnel; English language--Rhetoric--Study and teaching (Higher); Social media
• Public Relations and Advertising

Repository record dc:identifier

https://rdw.rowan.edu/etd/119

OAI identifier oai:identifier

oai:rdw.rowan.edu:etd-1118