Drawing on a theoretical framework based on "use-inspired" applied research and service learning practice (Honnet-Porter & Poulsen, 1989), this paper argues the relationship between a service-learning approach and Public Relations coursework is a natural and highly desirable fit. Through examination of the goals of both service-learning and public…

This policy study critically compares two different efforts to implement an accountability system in the New York City public schools. In 1971, the New York City Board of Education contracted with the Educational Testing Service (ETS), which created a lengthy accountability plan for the district. Fitful maneuvers to execute the ETS plan fizzled…

This article describes a realistic online crisis unit, in which students practice: (1) responding to fast-paced information on multiple social media channels; (2) coordinating and making team decisions; and (3) creating effective responses. These skills are required for entry-level positions such as digital specialists and community managers,…

This study contributes to public relations (PR) literature and research because it finds and highlights discrepancies between male and female PR faculty concerning their involvement or lack thereof with designated labor-intensive teaching and service responsibilities. More specifically, this study finds that more females serve as faculty advisors…

Given that social media dominates informal and often formal communication routes, we argue that schools must reshape their attention to a fourth rhetorical dimension: the media through which they communicate. Specifically, schools must find ways to embrace social media as a mechanism to reach their broad audiences. This article identifies clear…

In the mad dash to complete the plethora of projects that lead up to the public launch of a campaign, it would be easy to start thinking of the kickoff as a goal in itself, but it's merely a mile marker in the marathon of a fundraising campaign that may last five to 10 years. Given that only a fraction of an institution's constituents may attend a…

Restructuring the public relations practicum courses at a medium-sized Midwestern public university resulted in the development of a student-run public relations agency. Teams were created with students of varying levels of knowledge and expertise, and campus-based organizations were engaged as clients. The initial results for the clients were…

No institution relishes reliving the dark moments of its history, but addressing legacies of discrimination can strengthen campus inclusivity, embody shared values, and communicate how and why the institution has evolved over time. Colleges and universities with complex histories can benefit by exploring that history. No matter how a project…

Communicating about climate change is challenging not only because of the multidisciplinary and complex nature of the issue itself and multiple policy options related to mitigation and adaptation, but also because of the plenitude of potential communication methods coupled with limited resources for communication. This article explores climate…

In 2011, CASE founded the Center for Community College Advancement to provide training and resources to help community colleges build and sustain effective fundraising, alumni relations and communications and marketing programs. This white paper summarizes the results of a groundbreaking survey on alumni relations programs at community colleges…

This study is based on a survey of public relations students and examines their attitudes, expectations, and motivations for participating in curriculum-infused service-learning projects. Results indicate that prior participation does not influence attitudes or expectations, but motivation to participate in the project was significantly associated…

Films have been used successfully to teach students about "the institutional and cultural role mass media play in creating, sustaining or changing social relations." They have also provided important lessons regarding ethical decision-making. This article presents an activity that enables students to understand the role of media and the concept of…

Scholars have recognized a need for educational programs that prepare scientists, Extension practitioners, and other stakeholders to communicate science effectively. Such programs have the potential to increase public awareness and aid policy development. Having recognized this need, faculty at Michigan State University (MSU) developed an…

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced…

Public relations educators are frequently challenged by students' flawed perceptions of public relations. Two contrasting case studies are presented in this paper to illustrate how socially-oriented paradigms may be applied to a real-client project to deliver a transformative learning experience. A discourse-analytic approach is applied within the…