J. Michael BrowningPublic relations graduate programs must use the latest industry standards; otherwise, it has the potential to set students up for failure.
The industry has changed dramatically in recent years, but most PR programs have yet to keep up with the times. This means that students must learn current, applicable skills to succeed in the modern PR world. Unfortunately, when institutes of learning don't, many graduates end up unemployed or underemployed, struggling to find work that meets their expectations.
As a result, how organizations communicate with the public is continually changing, and grad schools may need to catch up with the latest changes. For example, social media has become a significant factor in how organizations communicate with the public.
Organizations now use social media to connect with their audiences in real-time, which has changed how public relations professionals think about communication strategies. In addition, new technologies are constantly emerging that can be used to reach and engage audiences, and public relations professionals need to be aware of these changes to stay ahead of the curve.
In the past, PR professionals relied on print or broadcast media to communicate their message to the public. Now, with social media, they can directly communicate with their target audience. This allows for more two-way communication, where PR professionals can not only disseminate information but also receive feedback and interact with their audience.
Numerous grad programs still need to adapt to these changes. Many traditional PR programs focus heavily on mass communication theory and practices that are no longer as relevant in the social media age. For example, students may learn about crafting press releases and pitching stories to journalists, when in reality, most people now get their news from social media platforms like Twitter and Facebook. To keep up with the times, PR programs must evolve to teach students how to effectively use social media tools for branding, marketing, and crisis management.
The rise of social media and the 24-hour news cycle have made constant, real-time communication necessary for businesses and organizations. This has increased demand for public relations professionals who can think on their feet and adapt to the ever-changing landscape.
However, many graduate programs need to catch up with these changes, where it continues to prepare students for a traditional job market that no longer exists. As a result, many students are ill-equipped to enter the workforce and face an uphill battle competing for jobs against those with more relevant experience.
According to the U.S. Bureau of Labor Statistics, the median annual salary for public relations specialists was $54,170 in May 2016. However, many entry-level positions in public relations require only a bachelor's degree and pay much less than this median salary.
In contrast, private colleges and universities average tuition and fees were $33,480 per year in 2017-18, and most graduate programs last two years or more. Thus, even if a student received some form of financial aid or took out loans to cover the cost of attendance, they would still likely incur significant debt relative to their potential earnings as a public relations specialist.
Further complicating the issue is the fact that the value of a degree only sometimes translates to the workforce. For example, a 2016 study by Georgetown University found that nearly one in four college graduates were working in jobs that did not require a college degree (including many jobs in public relations). This suggests that employers place little value on degrees when hiring for entry-level positions in public relations and other fields.
I get it; my expectations are high. But also, I'm torn between following directions and applying current standards. This may be why many students are challenged to find meaningful employment after graduation.