Changing Directions: Assessing Student Thoughts and Feelings about a New Program in Strategic Communication

A number of recent studies have examined integration of advertising and public relations, but none reports what students think. Over three semesters, students in an introduction to strategic communication course were asked to assess an integrated public relations and advertising curriculum. Students supported integration and viewed a focus on new technology, having a toolkit of integrated communication methods, and understanding the basics of relationship building as paramount. Public relations and advertising students differed regarding the value of relationships, new technologies and a toolkit approach. The importance placed on relationship building differed by race and gender. (Contains 39 references and 3 figures of data.) (Author/RS) Reproductions supplied by EDRS are the best that can be made from the original document.