2008 PROCEEDINGS - Public Relations Society of America

Courses of Study
The courses in the major included: Principles of Public Relations, Advanced Public
Relations, Theory to Practice, Community Relations, Crisis Communication, and Public
Relations Research Seminar. The Internship, Independent Study, Honor Work, and Internet
Resource classes are not included in this study.
PRSSA/student agency
Many of the variables developed from the student work on PRSSA activities and student
agency client work. For example, “budgets projects” and “reads an account ledger” emerged
from both class and client work. Note the outcome variables developed through class and
student agency work are reflected by the italicized listings in the table on cluster outcomes.
Outcome Variables from the Commission
Evolution of outcome variables incorporated into testing
The inclusion of additional variables moved the testing into a greater emphasis on
business needs, diversity, ethics, global communication, theory, organizational application,
assessment, and process communication. By expanding the outcome variables, the pre and posttest
data better articulated the concepts stressed in the 2006 Commission report.
Pre-Post test format—personal & employer perspective
With a fuller spectrum of outcome variables in the evaluation instrument, the structure of
the analysis was expanded from personal student assessment to the students’ perception of the
employer’s perspectives on the outcome variables. This allowed students to think about the
standards in the industry.
Clustering of Outcome Variables
A. Introductory class: Avoiding contamination of data was important in assessing
the orientation of students taking their first professional class. So prior to giving
the pre-test, the students were asked to come up with five words when one hears
the word public relations. Obviously, the results focus not only on outcome
variables but nonrelated or negative words about public relations: spin, lying,
social parties, etc.
B. Other classes receive treatment: The other classes receive the usual pre and posttest
treatment. Again, this level involves five classes above the introductory level.
C. Key Concepts introduced (clustering): Once the data is gathered, the analysis
focused on clustering the outcome variables into a single dimension. Several
dimensions were identified and included: personal characteristics, general
education, tactical skills (oral, written, and technical), strategic approaches, and
professional awareness.
Implications of results
Methodology of Research
In an earlier presentation on the “Comparison of Outcome Variables for Public Relations
Majors: An Integrated Communication Perspective,” the two columns of “Personal Ability” and
“My Employer’s Requirement” were compared (Neff, 2008). The results indicated at this point
for three groups (freshmen/sophomores, juniors, and seniors) focused on 50 students: “Fifteen
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