The student-run public relations firm in an undergraduate program: Reaching learning and professional development goals through ‘real world’ experience |
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Authors: | Douglas J. Swanson |
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Affiliation: | Department of Communications, California State University-Fullerton, P.O. Box 6868, Fullerton, CA 92834, United States |
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Abstract: | A student-run public relations firm can offer a variety of benefits for an undergraduate program in which there are limited resources for professional involvement by students. The article is a case study that profiles a student-run firm launched in conjunction with a capstone course in a journalism department. Specific learning and professional development goals were established for students, the department, and for clients served by the firm. The article presents a brief summary of successes, along with a discussion of opportunities and challenges. General recommendations are offered for establishing a student-run public relations firm. |
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Keywords: | Student run public relations firm Student run PR agency Capstone course Public relations curriculum Experiential learning Service learning |
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