2008 PROCEEDINGS - Public Relations Society of America

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Discussion in Terms of Strategy, Ethics and Opportunities for Two-Way Symmetrical Practice: • Basic Strategy – ask students how public relations strategy and tactics could help further the mission of the non-profit organization while contributing in a meaningful way to the blogger’s community. • Ethics – According to the WOMMA and PRSA codes of ethics, discuss why PR professionals must be transparent when engaging in the community conversation, describing their own beliefs and revealing their relationship with the nonprofit organization. • Two-way symmetrical practice – Why is the non-profit organization’s information important to the community? How must PR strategy consider the needs and interests of the audience? References Anderson, L. W., & Krathwohl, D. R. (Eds.). (2001). A taxonomy for learning, teaching and assessing: A revision of Bloom's Taxonomy of educational objectives: Abridged edition, New York : Longman. Bloom, Benjamin S. (1956). Taxonomy of educational objectives: The classification of educational goals, by a committee of college and university examiners. Handbook 1: Cognitive domain. New York: Longman. Forehand, M. (2005). Bloom's taxonomy: Original and revised.. In M. Orey (Ed.), Emerging perspectives on learning, teaching, and technology. Retrieved August 26, 2008, from http://projects.coe.uga.edu/epltt/ 114
How the PRSA’s Certification in Education for Public Relations Effected a Transformation of a Private University in Argentina into a Community of Practice and Enhanced Its Reputation Marcelo Baró Universidad Argentina de la Empresa mbaro@uade.edu.ar Background It can be argued that Public Relations arrived in Argentina with the Spanish colonization. The profession, however, did not really begin until the arrival of the first multinational companies in 1910. Public Relations practitioners were mainly press agents while publicity was used for decades to address strong national feelings and interests against foreign corporations, especially during Peron’s ruling. It was not until the mid-50s, during a short economic boom, that corporations started recognizing the need of better prepared professionals in Public Relations. At that time, several companies transferred their communications specialists to Argentina. Others sent their brightest employees to American universities. But many, grouped in the Cámara de Sociedades Anónimas, decided to found a university that would offer different programs in business. With this clear mission, the Universidad Argentina de la Empresa (UADE) was established in 1963, and a year later, it offered the first Public Relations degree in the country. Soon, other universities followed. These Public Relations programs, though, were not very popular for several reasons. First, privately-run universities at that time were considered to offer a second-class education. Second, the profession was still associated with social promoters rather that with communication specialists. And last, but more important, few were willing to participate in public issues because of the military governments of the time. For almost forty years, UADE has been a leader in Public Relations Education in the country and has had about 30% of all PR students. With the consolidation of democracy and the steep influence of globalization during the late ‘90s, the university enrollment started to rocket and there was a real need for, on the one hand, the improvement of its structure and culture and, on the other, for excellence in education. Foreign solutions, which were frequently promoted by international cooperative organizations, such as UNESCO and the IMF, have already transformed Argentina’s educational system at all levels. Some universities quickly adopted international education standards to further improve their performance, but only a few had realized the importance of undergoing certification processes, which are widely accepted in the United States of America and Europe. This is indeed paradoxical as globalization began to affect educational systems already in the 1990s, and researchers in Comparative Education and Education Authorities have analyzed international certification processes and recommended their implementation ever since. In Public Relations, this is particularly striking. Only UADE, out of fifteen Argentine universities offering undergraduate studies in Public Relations, decided to undertake the PRSA’s certification process in 2005. UADE is in fact one of two other universities outside of the United States of America to have certified programs. Critics argue that certification does not constitute a real transfer of creative solutions, but merely a way to legitimize educational policies. At UADE, nonetheless, the certification has changed the school’s culture, more specifically its Department of Public Relations, into a community of practice. This concept is currently prevalent in several educational venues and research contexts. Lave and Wenger (1991) defined a community of practice as 115
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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RESEARCH PAPERS 5
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many researchers and professionals
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evenue, or activists provide suppor
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Results PR Effectiveness In respond
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Applied Context In answering RQ 5,
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Figure 8. Distribution of PR effect
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fifteen years, and it is now a grow
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Ni, L. (2006). Relationships as org
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Based on a review of public relatio
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Barriers to Online Course Delivery
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and “Learners are able to track a
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an excellent tool for collaboration
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audiences. Further, it is critical
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course site. Develop projects so th
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Examples of student blogs can be fo
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Technorati. Retrieved on May 15, 20
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Characteristics of Organizational o
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Table 1. Summary Definitions of Cri
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Table 3. Organizational Image Resto
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Table 5. Hierarchical Rankings of E
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strategies public relations profess
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Stephens, K. K., Malone, P. C., & B
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Testing Crisis Response Strategies:
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example Coombs & Schmidt (2000) emp
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Table 1.0 Tactics And Examples As O
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Discussion The purpose of this rese
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Benoit, W.L. (1995b). Sears repair
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IMC and its Integration into Progra
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umbrella. This arrangement more clo
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Page 81 and 82: H5a: Computer self-efficacy will NO
Page 83 and 84: Table 2 Descriptive Statistics for
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Page 87 and 88: Table 8 HMR Results for Facilitatin
Page 89 and 90: use blogs. In fact, nearly 86% of r
Page 91 and 92: Venkatesh, V. (1999). Creation of f
Page 93 and 94: What’s Guiding the Profession? An
Page 95 and 96: process. Arnett, Arneson, and Bell
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Page 103 and 104: Professionals, however, offered sev
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Page 109 and 110: What’s Critical About PR and New
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Page 137 and 138: Table 1: Thematic Analysis Results
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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