2008 PROCEEDINGS - Public Relations Society of America

1) How did the PRSA certification effect organizational transformations at UADE’s
Department of Public Relations so that new members come in, work with other members,
and become core members?
2) Did these organizational changes affect UADE’s reputation with regards to its Public
Relation Education?
Research Design and Data collection
This qualitative study on how the PRSA certification process changed UADE´s culture to
become a community of practice draws on a focus group, institutional document analysis, and
interviews with key players. The focus group was composed of eight university members (i.e.,
the Dean, the Department Chair, Faculty, etc.). The study also used an appraisal analysis of
prospects, community, employees, and students towards the school in order to qualitatively
evaluate how the school’s reputation was enhanced. This, however, does not constitute a formal
audit.
Results
From the collected data and its subsequent analysis, I have drawn three important conclusions,
which have implications for other schools willing to undertake the PRSA’s certification process.
First, although the certification sought endorsement of a Public Relations education program, it
mobilized faculty expertise and built collective responsibility, all for the sake of student learning.
This is the biggest effect of the certification at the organizational level at this time. Second, while
the school has made considerable headway institutionalizing the structural dimensions of the
initiative, efforts to improve teacher efficacy appeared to be constrained by high-stakes
accountability policies requiring compliance. And finally, if an initiative like this is to endure,
schools must invest great time and support. With regards to reputation, the study showed that the
organizational changes did affect reputation positively, as prospects, community, employees, and
students strongly associated quality Public Relations education with UADE, increasing market
share from 30% before certification to 67% afterward.
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