Changing the public relations curriculum: A new challenge for educators

Public relations education is facing a fundamental challenge to its theoretical and pedagogical directions. Unless educators respond to the changes that technology is bringing to the communities they serve, the academy faces the prospect of becoming irrelevant by not providing students with the skills and knowledge required by the marketplace. A strategic view, therefore, needs to be taken of future practitioner, client and student needs. This article discusses the impact of technology on the practice of public relations, reviews the literature of curriculum development in the Asia Pacific region, and offers some perspectives on future directions for strategic public relations curriculum planning.