Bridging the gaps: An investigation of public relations curriculum in relation to entry-level job postings

This study seeks to determine the degree of alignment between undergraduate public relations education and the hiring needs of agency public relations practitioners. Curriculum standards espoused by the Commission on Public Relations Education in Public Relations Education for the 21st Century—A Port of Entry (1999) were used to develop knowledge, skill, and personality trait coding categories for a content analysis of 223 job postings representing 73 public relations agencies. Interviews with 18 agency public relations practitioners provided additional qualitative data. Content analysis and interview data were triangulated and compared against the Port of Entry (Commission, 1999) curriculum standards to explore the areas of greatest and least demand in entry-level public relations positions in relation to education.;The findings revealed weaknesses amongst public relations undergraduate students in areas including writing skills, professionalism, and media relations abilities. The data also revealed that particular personality traits and characteristics play a significant role in the hiring decisions of public relations practitioners in relation to entry-level positions. While areas of weakness were revealed, practitioners generally agreed that public relations students were being adequately educated. Suggestions are provided for strengthening current undergraduate public relations curricula and for addressing areas of concern.