%0 Journal Article
%T A sense of agency: Utilising firms in the public relations campaigns course
%A Vince Benigni
%A J. Christopher Wood
%A Glen Cameron
%J PRism Online PR Journal
%D 2008
%I Bond University, Massey University
%X Extending Benigni and Cameron (1999) and subsequent works, this article espouses the notion of agency partnership in the public relations campaigns course. Because 90 percent of U.S. campaigns¡¯ professors utilise an ¡°agency structure¡± in this capstone course, it stands to reason that area firms are a natural bridge to fully embracing the concept. The authors examine pedagogical, role definition, and careerist literature, and offer a 10-part list of best practices for agency partnership.
%K public relations
%K Benigni and Cameron
%K agency partnership
%K public relations campaigns
%U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Benigni_Wood_Cameron.pdf