The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is…

Courses: Campaigns, Account Planning, Public Relations (PR), and any other strategic communication course where groups are assigned. Objectives: The purpose of this single-class escape-room activity is to increase students' ability to work in time-demanding group settings while utilizing unconventional methods to reinforce material covered in…

The objective of the research reported in this article was to evaluate the usefulness of supplemental videos in the advertising and public relations (PR) classroom, featuring luminaries in these same fields. Students in an introductory course in advertising and PR were given an assignment based on videos from an online library of short videos.…

It is imperative that today's advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into…

This article describes how an international education component for an Advertising and Society course was developed and taught for undergraduate students through a virtual collaboration between American and Dutch universities. The creation and implementation of a Collaborative Online International Learning (COIL) project for a major requirement…

This article analyzes the experience of teaching a foreign language in the field of "Advertising and Public Relations." Taking into account the specifics of the process of training specialists in advertising and public relations, to form a communicative competence that allows graduates to act in the field of public, professional…

This paper examines the idea of using advertising to facilitate difficult conversations about diversity, politics, race and gender in the classroom. In our current tense political climate, I explore how cultural competence can be developed in the classroom by introducing topics related to diversity through the viewing of Super Bowl 2017…

The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study…

Today's public relations (PR) campaigns courses give students the opportunity to research, analyze, plan, and, in many cases, execute a campaign for a real client. Even so, today's campaigns courses may leave students with a weak understanding of how PR can best partner with other tools in the communication mix, namely advertising. Educators may…

Just as the advertising and public relations industries are evolving due to the development of new technology and communication tools, so are the demands of education. Through in-depth interviews with 29 executives working in both advertising and public relations agencies in the U.S., this study identifies the core skills and competencies needed…

Although a growing number of universities are mounting concentrations or degrees in health communication, the most common level of training offered in the subject is a single introductory course. Typically, prerequisites for these courses are an introduction to communication course and/or a communication theory course. This makes it challenging to…

Students studying Marketing, Fashion, Public Relations, Advertising and similar subjects need to develop a "critical eye" in relation to images, media and digital technologies. This project aims to empower teachers to develop multimedia learning resources that would support students engaging in this essential activity. Developing such…

The adoption of problem-based learning as a teaching method in the advertising and public relations programs offered by the Business TAFE (Technical and Further Education) School at RMIT University is explored in this paper. The effect of problem-based learning on student engagement, student learning and contextualised problem-solving was…

The education system of our times has transformed greatly due to enormous developments in the IT field, ease in access to online resources by the individuals and the teachers adopting new technologies in their instructional strategies, be it for course design, development or delivery. The field of Distance and Online Education is experiencing…

Discusses how an act assignment exposes students to federal agencies; experts and novices contribute and learn in PR case course; students control in-class PR agency; cabletext service shows good results; advertising focus emphasizes creative writer; writing by number aids story structure; student photo club sells lab supplies, for revenue; and…