Analysing public relations education through international standards: The Portuguese case |
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Authors: | Gisela Gonç alves,Susana de Carvalho Spí nola,Celma Padamo |
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Affiliation: | 1. Communication and Arts Department, University of Beira Interior, Rua Marquês d’Avila e Bolama, 6200-001 Covilhã, Portugal;2. Instituto Superior de Novas Profissões, Portugal |
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Abstract: | By using international reports on PR education as a benchmark we analyse the status of PR higher education in Portugal. Despite differences among the study programs, the findings reveal that the standard five courses recommendation by the Commission on Public Relations Education (CPRE) are a part of Portuguese undergraduate curriculum. This includes 12 of the 14 content field guidelines needed to achieve the ideal master's program. Data shows, however, the difficulty of positioning public relations in Portugal as an autonomous field within Communication Sciences. |
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Keywords: | Public relations education Undergraduate studies Graduate studies Portugal |
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