A sense of agency: Utilising firms in the public relations campaigns course

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.