Three decades of PR degree education in the UK

Share this Post

Dr Alenka Jelen-Sanchez, University of Stirling

This year we celebrate 30 years of university degree education in public relations. The University of Stirling was the first in the UK – and one of the first in Europe – to introduce a degree in public relations at postgraduate level in 1988, but only just. Bournemouth University and the College of St Mark and St John (under the guidance of Exeter University) established undergraduate degrees a year later. Other universities followed suit in establishing increasingly popular degrees attracting large numbers of students and academics.

The student interest has in recent years at best plateaued as we witness the closing down of several degree courses in public relations or their merger with marketing, digital media or in some cases even journalism, “the sworn enemy of PR”.

The anniversary, therefore, not only calls for celebration, but also reflection on evolution of public relations, its place in contemporary societies and how the subject will either thrive or survive in the future. These questions were addressed at the ’30 Years of PR @ Stirling: Critical reflections on past, present and future directions in public relations’ symposium held at the University of Stirling on 17 October 2018 with world-leading public relations scholars who have played a key role in shaping public relations education and research at Stirling and beyond.

Stirling has undoubtedly been a trendsetter in public relations academia, not only because it pioneered a degree that educated several prominent practitioners and academics, but also because it represents a “cradle” of critical public relations that significantly influenced the research agenda worldwide. It is safe to say that almost every critical scholar or output crossed paths with Stirling at some point or another, extending its influence from Scandinavia to New Zealand.

However, early curriculum at Stirling was in line with strong vocational orientation of the discipline unapologetically functionalist, focussed on developing public relations skills, driven by accreditation from professional associations and involving practitioners and “pracademics” (i.e. academics with professional background who followed a well-trodden practitioner-teacher-researcher career path) in education.

In the early 1990s, public relations started pursuing a critical intellectual path with Jacquie L’Etang and Magda Pieczka at the helm. Introducing new approaches while challenging a dominant functionalist paradigm was anything but easy. It required a strong will, disobedience and resistance to contest gender and power hegemony within the University and in a wider public relations community. Their scholarship represented a breath of fresh air, which David McKie recommended to be read by public relations practitioners concerned with education, and all public relations academics.

Important battles in securing a place and legitimacy of critical scholarship alongside other approaches have been won, but there are new concerns of how to preserve this diversity in times when universities are becoming market-driven systems employing modes of governance based on corporate models, introducing highly pressured academic environment focussed on research impact, student satisfaction, employability, efficiency and metrics. These developments have driven theories out of academic curricula and enforced practice-led intellectual myopia.

Marrying academia too close to practice is inevitably doomed to failure. The role and purpose of the universities should never be to teach practitioners how to do their job better, but how to think about their work better. Public relations scholarship has too often gone down the path of following instrumental rationality and strategic interests of practice only to find itself offering little more than common sense knowledge (with a few years’ delay) and falling short in producing more boldly theoretically-driven work. There is a serious concern that if scholars do not step up their game, practitioners will start looking for explanations of communication phenomena elsewhere. There is a need for a greater engagement with practice, but with a healthy distance.

Three decades of public relations are certainly a reason to celebrate immense growth, diversity and advancement of public relations in academia, yet come with a bitter taste of fear that public relations education might be in a gradual decline. As a discipline in transformation concerned with phenomena of a central relevance to society, we will have to play our cards right to steer the discipline into a bright future.

Share this Post

Comments 42

  1. Greate pieces. Keep posting such kind of information on your blog.
    Im really impressed by it.
    Hi there, You have done an excellent job. I’ll certainly digg it
    and in my opinion suggest to my friends. I am sure they will be benefited from this site.

  2. This is a really good tip especially to those new to the blogosphere. Simple but very precise info Appreciate your sharing this one. A must read post!

  3. My spouse and I stumbled over here from a different page and thought I should check things
    out. I like what I see so now i’m following you. Look forward to checking out your web page yet again.

  4. I simply want to mention I am just all new to weblog and definitely savored you’re page. Most likely I’m planning to bookmark your website . You really have terrific well written articles. Thanks a lot for revealing your website.

  5. Thank you for some other informative website. Where else may
    I am getting that kind of info written in such a perfect means?

    I have a venture that I’m just now working on, and I have been at the
    look out for such info.

  6. Howdy, I believe your site might be having browser compatibility issues.
    Whenever I look at your website in Safari, it looks fine but when opening in I.E., it has some overlapping issues.
    I simply wanted to provide you with a quick heads up!
    Other than that, fantastic blog!

  7. Hello There. I discovered your weblog the usage of msn. That is an extremely well written article.
    I’ll make sure to bookmark it and come back to learn extra of your useful info.
    Thanks for the post. I will certainly comeback.

  8. Greetings from Ohio! I’m bored to death at work so I decided to check out
    your site on my iphone during lunch break.
    I really like the info you present here and can’t wait to take a look when I get home.

    I’m surprised at how quick your blog loaded on my cell phone ..
    I’m not even using WIFI, just 3G .. Anyhow, awesome

  9. Hello just wanted to give you a quick heads up. The text in your content seem to be running off the screen in Internet
    explorer. I’m not sure if this is a formatting
    issue or something to do with internet browser compatibility but I thought I’d post to let
    you know. The style and design look great though!
    Hope you get the problem fixed soon. Many thanks

  10. Normally I do not read post on blogs, but I wish to say that this write-up very forced me to try and do
    so! Your writing taste has been surprised me.
    Thanks, quite great post.

  11. It’s the best time to make a few plans for the long run and it is time to be happy.
    I’ve learn this submit and if I may I want to recommend you some fascinating issues or
    advice. Perhaps you can write subsequent articles referring to this article.

    I desire to learn even more things about it!

  12. I think this is among the most significant information for me.

    And i’m glad reading your article. But want to remark on some general things,
    The site style is ideal, the articles is really nice :
    D. Good job, cheers

  13. I am extremely inspired together with your writing abilities
    as well as with the format to your blog. Is that this a paid theme or did you modify it your self?
    Anyway stay up the nice high quality writing, it’s uncommon to see a nice blog like this one nowadays..

  14. Have you ever considered creating an ebook or guest authoring on other blogs? I have a blog based on the same information you discuss and would love to have you share some stories/information. I know my visitors would appreciate your work. If you’re even remotely interested, feel free to send me an e mail.

  15. Howdy, I believe your site could be having web browser compatibility
    issues. When I look at your website in Safari, it looks fine but when opening in Internet Explorer, it’s got some overlapping issues.
    I merely wanted to provide you with a quick heads up!
    Aside from that, fantastic site!

Leave a Reply

Your e-mail address will not be published. Required fields are marked *