Public Relations and Crisis Communication
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Abstract
Abstract
This study examines alignments and divergences between public relations practitioners’ and educators’ perceptions of curriculum needs and the value of a master’s degree in public relations. Guided by a coorientation framework, survey data reveal substantial agreement on core knowledge domains and skill sets, including strategic, theoretical, business, and analytical competencies, with a few exceptions. For example, educators emphasize theoretical knowledge more, while practitioners value applied courses on visual communication and media production, as well as organizational and political communication more. Nuances also exist in the perceived value of a master’s degree. Implications for graduate curriculum design and positioning are discussed.
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@article{Shen2026Bridging,
title = {Bridging the Graduate Education–Practice Gap: Alignment on Curriculum Needs but Divergence on the Value of Advanced Degrees},
author = {Hongmei Shen and Marlene S. Neill and Kenneth Plowman and Chelsea Woods and Patrick Merle and Geoff Curtis},
journal = {Journalism & Mass Communication Educator},
year = {2026},
doi = {10.1177/10776958261458858},
url = {https://doi.org/10.1177/10776958261458858}
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