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A Critique On Public Relations Education

Year 2011, Issue: 15, 133 - 144, 01.06.2011

Abstract

This article attempts to put forth the depiction four basic dimensions peculiar to public relations education and that the curricula should be designed accordingly. These dimensions should comprise of education in communication, administrative sciences, social sciences and art/creativity. Literature on pubic relations education predominantly evaluate on the first three of these dimensions leaving out art/creativity. Yet a profession that evolved into an administrative function which aims at providing equilibrium between the organization and its stakeholders by building and sustaining mutual understanding and cooperation cannot be limited to a technical education required by the earlier understanding of public relations. Accordingly, we suggest that creativity must take the place it deserves in the curricula not only in the form of relevant courses but also as pedagogical perspective. Building up our argument, we move from the existing research on and profile of the public relations education in U.S.A, Europe and Turkey

References

  • Becerikli, Sema, Y. (2004). “Türkiye’de Lisans Düzeyindeki Halkla İlişkiler Eğitimine İlişkin Bir Değerlendirme”, 2nd International Communication in the Millennium, March 17-19, İstanbul, Volume I: 193-219.
  • Caplow, Theodore (1954). The Sociology of Work, Minneapolis: University of Minnesota, (www.questia.com, 13.07.2009).
  • Carl, L., M. (1982) Pr and Creativity, Journalism Educator, volume:37, 1: 8-47.
  • Cropley, Arthur, J. (1997). Fostering Creativity in The Classroom: General Principles, (Editör: Runco, M.A.), The Creativity Research Handbook. Volume One. New Jersey: Hampton Press. Cresskill, s. 83-114.
  • Cutlip, S., Center, A., Brom, G. (1985). Effective Public Relations, Prentice Hall, Wiaconsin, ABD.
  • Kruckeberg, Dean (1998), “The Future of PR Education: Some Recommendations,” Public Relations Review, 24(2): 235-248.
  • Ehling, William, P. (2005)” Halkla İlişkiler Eğitimi ve Profesyonellik” İçinde: Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, Grunig, J., Çev: Özsayar, E., Rota Yayıncılık, İstanbul.
  • Giddens, Anthony (2005). Sosyoloji, çev., Özel, H., Güzel, C., Ayraç Yayınevi, Ankara.
  • Gold Paper, Public Relations Education Recommendations and Standards, IPRA, No:7, 1990.
  • Gordon, Robert, A. ve Howel, James, E. (1950) Higher Education for Business, Colombia, University Press, New York.
  • Grunig, James, E. (2005) Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, Çev:Özsayar, E., Rota Yayın, İstanbul.
  • Grunig, James, E. ve Hunt, Todd (1984). Managing Public Relations, NY Hold, Newyork.
  • Kazancı, Metin (2003). “Halkla İlişkiler Eğitimi Üzerine Bazı Düşünceler ve Yeni Eğitim Programı” Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 1: 131-152.
  • Kazancı, Metin (2007). Halkla İlişkiler Eğitimi ve İletişim Fakülteleri (www.prbu.com, 03.02.2010).
  • Koestler, Arthur (1964). The Act of Creation. London: Hutchinson & Co.
  • L’Etang, Jacquie ve Pieczka, Magda (1996). Critical Perspectives in Public Relations, International Thomson Business Pres (www.books.google.com, 19.01.2010).
  • Ledingham, John, A. (2006). Relationship management: A general theory of public relations. içinde. Botan, C.
  • H., Hazleton, V., Public Relations Theory II (465-483). Mahwah, New Jersey: Lawrence Erlbaum Associates, Inc.
  • Ledingham, John, A. ve Bruning, Stephen, D. (2000) Public Relations As Relationship Management: A Relational Approach to The Study and Practice of Public Relations, Lawrence Erlbaum, Mahwah, NJ (www.books. google.com, 21.02.2010).
  • Millerson, Geoffrey (1964). The Qualifying Associations: A Study in Professionalization, Routledge, London.
  • Nelson, Richard, A. (1994). The Professional Dilemma, PR Update, ABD Reich Robert, B. (1991) The Work of Nations Preparing Ourselves for 21st-Century Capitalism, Vintage Boks, ABD.
  • Runco, Mark, A. (2006). Creative potential and divergent thinking. E. Paul Torrance Lecture Series, University of Georgia, Athens.
  • Russell, MP. (1999) “Toward the ideal professional degree program”, Public Relations Review, 25: 101-111.
  • Stacks, Don ve Botan, Carl, ve Turk, Judy, V. (1999). Perceptions of Public Relations Education, Public Relations Review, 25: 9-28.
  • Steyn, Benita ve Grobler, Anske ve Green, Mateboho (2001). Strategic management roles of the corporate communication function: Are they being played in government departments in South Africa, 8. Uluslararası Halkla İlişkiler Araştırmaları Sempozyumu, Slovenya.
  • The Professional Bond, The Report of The Commission on Public Relations Education, (2006). Edtör: Turk, Judy, V. (www.commpred.org, 30.10.2009).
  • Theaker, Alison (2005). The Handbook of Public Relations, Routledge.
  • Tuncer, Umut, M. (2009). Türkiye’deki Halkla İlişkiler Bölümü Öğretim Üyelerinin Genel Profili, Uluslararası Halkla İlişkiler Kongresi, Kıbrıs.
  • Vural, Beril, A. ve Yutdakul, Nilay, B. (2004). Halkla İlişkiler Eğitiminde Müfredat ve Uygulamalar: Türk ve Amerikan Üniversitelerine Yönelik Kıyaslamalı Bir Çalışma, Communication in Millenium.
  • Wehmeier, Stefan (2008). “Communication management, organizational communication and public relations: Developments and future directions from a German perspective”. In: Zerfaß, Ansgar; Ruler, Betteke van; Sriramesh, Krishnamurthy (eds.) Public relations research: European and international perspectives and innovations. Wiesbaden: VS Verlag für Sozialwissenschaften, 219–231.
  • Wilensky, Harold, L. (1964). The Professionalization of Evetyone?, The American Journal Of Sociology, 70: 137-158, The University Of Chicago Press.
  • Wright, Donald ve Turk, Judy, V. (2007). “Assessing the Value of the Public Relations Curriculum: A Survey of Opinions of Educators and Practitioners”. Public Relations Division Association for Education in Journalism and Mass Communication Washington, DC, 9, 2007.
  • Toth, Elizabeth, L. (1999). Models for instruction and curriculum, PublicRelations Review, 25, 45-54.
  • Toth, Elizabeth, L., Aldoory, Linda (2010). A First Look: An in-depth Analysis of Gloal Pulic Relations Education; Public Relations Curriculum and Instructors from 20 Countries, Department of Communication University of Maryland College Park, USA.
  • Toth, Elizabeth, L., Aldoory, Linda (2006). Commission on Public Relations Education, The professional bond: PR education for the 21st century.

Halkla İlişkiler Eğitimi Üzerine Bir Eleştiri

Year 2011, Issue: 15, 133 - 144, 01.06.2011

Abstract

Bu makalede halkla ilişkiler eğitiminin dört temel boyutu olduğunu ve ders programlarının buna göre oluşturulması gerektiğini ortaya koymaya çalışacağız. Bu boyutlar iletişim, yönetim bilimleri, toplum bilimleri ve sanat/yaratıcılık alanlarındaki eğitimi içermektedir. Halkla ilişkiler eğitimini ele alan pek çok kaynak bu dört boyuttan sadece üçünü ele alır ve sanat/yaratıcılık halkla ilişkiler eğitimi literatüründe ve eğitim programlarında nadiren yer bulur. Oysa tanıma ve tanıtma faaliyetinin gerektirdiği teknik bir iş olan halkla ilişkilerden, kurum ile paydaşları arasında karşılıklı anlayış, kabul ve işbirliği geliştirmeyi ve sürdürmeyi amaçlayan denge sağlayıcı bir yönetim fonksiyonuna evrilen bir meslek yalnızca teknik bilgi aktarımına dayanan bir eğitimle sınırlı kalmamalıdır. Sonuç olarak yaratıcılığın, modern anlamda tanımlanan halkla ilişkiler mesleğinin gereklerinin yerine getirilebilmesinde en önemli unsur olduğunu ve lisans müfredatlarında hem eğitim yöntemleri hem de ders olarak yer alması gerektiğini öneriyoruz. Bu önerimizi sunarken öncelikle halkla ilişkiler eğitiminin ABD ve Avrupa’da, ardından da Türkiye’deki görünümün eleştirel bir biçimde ele alıyoruz

References

  • Becerikli, Sema, Y. (2004). “Türkiye’de Lisans Düzeyindeki Halkla İlişkiler Eğitimine İlişkin Bir Değerlendirme”, 2nd International Communication in the Millennium, March 17-19, İstanbul, Volume I: 193-219.
  • Caplow, Theodore (1954). The Sociology of Work, Minneapolis: University of Minnesota, (www.questia.com, 13.07.2009).
  • Carl, L., M. (1982) Pr and Creativity, Journalism Educator, volume:37, 1: 8-47.
  • Cropley, Arthur, J. (1997). Fostering Creativity in The Classroom: General Principles, (Editör: Runco, M.A.), The Creativity Research Handbook. Volume One. New Jersey: Hampton Press. Cresskill, s. 83-114.
  • Cutlip, S., Center, A., Brom, G. (1985). Effective Public Relations, Prentice Hall, Wiaconsin, ABD.
  • Kruckeberg, Dean (1998), “The Future of PR Education: Some Recommendations,” Public Relations Review, 24(2): 235-248.
  • Ehling, William, P. (2005)” Halkla İlişkiler Eğitimi ve Profesyonellik” İçinde: Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, Grunig, J., Çev: Özsayar, E., Rota Yayıncılık, İstanbul.
  • Giddens, Anthony (2005). Sosyoloji, çev., Özel, H., Güzel, C., Ayraç Yayınevi, Ankara.
  • Gold Paper, Public Relations Education Recommendations and Standards, IPRA, No:7, 1990.
  • Gordon, Robert, A. ve Howel, James, E. (1950) Higher Education for Business, Colombia, University Press, New York.
  • Grunig, James, E. (2005) Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, Çev:Özsayar, E., Rota Yayın, İstanbul.
  • Grunig, James, E. ve Hunt, Todd (1984). Managing Public Relations, NY Hold, Newyork.
  • Kazancı, Metin (2003). “Halkla İlişkiler Eğitimi Üzerine Bazı Düşünceler ve Yeni Eğitim Programı” Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 1: 131-152.
  • Kazancı, Metin (2007). Halkla İlişkiler Eğitimi ve İletişim Fakülteleri (www.prbu.com, 03.02.2010).
  • Koestler, Arthur (1964). The Act of Creation. London: Hutchinson & Co.
  • L’Etang, Jacquie ve Pieczka, Magda (1996). Critical Perspectives in Public Relations, International Thomson Business Pres (www.books.google.com, 19.01.2010).
  • Ledingham, John, A. (2006). Relationship management: A general theory of public relations. içinde. Botan, C.
  • H., Hazleton, V., Public Relations Theory II (465-483). Mahwah, New Jersey: Lawrence Erlbaum Associates, Inc.
  • Ledingham, John, A. ve Bruning, Stephen, D. (2000) Public Relations As Relationship Management: A Relational Approach to The Study and Practice of Public Relations, Lawrence Erlbaum, Mahwah, NJ (www.books. google.com, 21.02.2010).
  • Millerson, Geoffrey (1964). The Qualifying Associations: A Study in Professionalization, Routledge, London.
  • Nelson, Richard, A. (1994). The Professional Dilemma, PR Update, ABD Reich Robert, B. (1991) The Work of Nations Preparing Ourselves for 21st-Century Capitalism, Vintage Boks, ABD.
  • Runco, Mark, A. (2006). Creative potential and divergent thinking. E. Paul Torrance Lecture Series, University of Georgia, Athens.
  • Russell, MP. (1999) “Toward the ideal professional degree program”, Public Relations Review, 25: 101-111.
  • Stacks, Don ve Botan, Carl, ve Turk, Judy, V. (1999). Perceptions of Public Relations Education, Public Relations Review, 25: 9-28.
  • Steyn, Benita ve Grobler, Anske ve Green, Mateboho (2001). Strategic management roles of the corporate communication function: Are they being played in government departments in South Africa, 8. Uluslararası Halkla İlişkiler Araştırmaları Sempozyumu, Slovenya.
  • The Professional Bond, The Report of The Commission on Public Relations Education, (2006). Edtör: Turk, Judy, V. (www.commpred.org, 30.10.2009).
  • Theaker, Alison (2005). The Handbook of Public Relations, Routledge.
  • Tuncer, Umut, M. (2009). Türkiye’deki Halkla İlişkiler Bölümü Öğretim Üyelerinin Genel Profili, Uluslararası Halkla İlişkiler Kongresi, Kıbrıs.
  • Vural, Beril, A. ve Yutdakul, Nilay, B. (2004). Halkla İlişkiler Eğitiminde Müfredat ve Uygulamalar: Türk ve Amerikan Üniversitelerine Yönelik Kıyaslamalı Bir Çalışma, Communication in Millenium.
  • Wehmeier, Stefan (2008). “Communication management, organizational communication and public relations: Developments and future directions from a German perspective”. In: Zerfaß, Ansgar; Ruler, Betteke van; Sriramesh, Krishnamurthy (eds.) Public relations research: European and international perspectives and innovations. Wiesbaden: VS Verlag für Sozialwissenschaften, 219–231.
  • Wilensky, Harold, L. (1964). The Professionalization of Evetyone?, The American Journal Of Sociology, 70: 137-158, The University Of Chicago Press.
  • Wright, Donald ve Turk, Judy, V. (2007). “Assessing the Value of the Public Relations Curriculum: A Survey of Opinions of Educators and Practitioners”. Public Relations Division Association for Education in Journalism and Mass Communication Washington, DC, 9, 2007.
  • Toth, Elizabeth, L. (1999). Models for instruction and curriculum, PublicRelations Review, 25, 45-54.
  • Toth, Elizabeth, L., Aldoory, Linda (2010). A First Look: An in-depth Analysis of Gloal Pulic Relations Education; Public Relations Curriculum and Instructors from 20 Countries, Department of Communication University of Maryland College Park, USA.
  • Toth, Elizabeth, L., Aldoory, Linda (2006). Commission on Public Relations Education, The professional bond: PR education for the 21st century.
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

M Umut Tuncer This is me

Publication Date June 1, 2011
Published in Issue Year 2011 Issue: 15

Cite

APA Tuncer, M. U. (2011). Halkla İlişkiler Eğitimi Üzerine Bir Eleştiri. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(15), 133-144.