Bridging the gap: Alignment of public relations education with industry knowledge and skills requirements

Abstract

This study seeks to examine the relationship between the outcomes of undergraduate Public Relations programs, and the knowledge and skills outlined in the current body of literature. Furthermore, it compares academic and professional perspectives on the importance of these skills and their acquisition in undergraduate programs. Using a survey, two experts evaluated 1188 learning outcomes from all 83 public relations programs and departments. Other 82 experts’ opinions were obtained during research data analysis. Consequently, it has been revealed that the outcomes of higher education institutions have considerable gaps in knowledge and skills that are highly valued by the labour market. It is apparent that the competencies prevalent in the modern workforce are either deficient or inadequately integrated into the program outcomes of higher education institutions. Moreover, it is recognized that practitioners emphasize technical skills, whilst educators focus only on expertise.