Teaching and learning in Public Relations degrees in Brazil: Incorporation of digital platforms

Abstract

Research into the introduction of digital tools in the teaching of Public Relations degrees in Brazil is still in its early stages. The dramatic technological revolution has had a profound impact on society and, consequently, has caused changes in communication management within the frame of Brazilian organizations. Information and Communication Technologies (ICTs) have become relevant facilitators in the communication process. This scenario has compelled Public Relations programmes to adopt new tools and methodologies to support teaching practices required to address the new students' learning profiles. Research conducted using qualitative and quantitative methodologies highlighted the adoption of new technologies as the preferred strategies for motivating and inducing student interest and for addressing the digital transformation of communication. For today's organizations, the new technologies have also led to an increased demand for transparency by the users. Notwithstanding the importance of the new technologies, their effectiveness is conditioned on their full integration into the academic development of each student. The reflection on the role of Information and Communication Technologies in the context of Public Relations should focus not solely on new tools and methodologies but also on the preparation of competent professionals able to create better communications for society as a whole.