Examines perceptions of curriculum needs and the value of a master’s degree in public relations, suggesting alignment and divergence between educators and practitioners.
This study examines alignments and divergences between public relations practitioners’ and educators’ perceptions of curriculum needs and the value of a master’s degree in public relations. Guided by a coorientation framework, survey data reveal substantial agreement on core knowledge domains and skill sets, including strategic, theoretical, business, and analytical competencies, with a few exceptions. For example, educators emphasize theoretical knowledge more, while practitioners value applied courses on visual communication and media production, as well as organizational and political communication more. Nuances also exist in the perceived value of a master’s degree. Implications for graduate curriculum design and positioning are discussed.
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Shen et al. (2026) studied this question.
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