Curriculum development in line with the times Mandy Atkinson, Sarah Roberts, Nick Wilde & Phil Holden University of Greenwich.

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Presentation transcript:

Curriculum development in line with the times Mandy Atkinson, Sarah Roberts, Nick Wilde & Phil Holden University of Greenwich

Some background The public relations (PR) profession is experiencing rapid growth expanding at a rate of 20 per cent per annum over the last 5 years In the UK alone there are over 48,000 people who work in PR The profession continues to grow increasingly larger and more sophisticated Research demonstrated limited provision of CIPR accredited PR degrees within the South East region offering opportunities for Greenwich

Essential ingredients for the new curricula Graduates need to be equipped to work in PR & have excellent writing & communications skills The curriculum needs to combine academic & professional practice across all sectors & disciplines The postgraduates need to be introduced to a variety of new sectors and disciplines to broaden their knowledge base

Our approach In depth research of the PR in business and other PR education provision Wide and ongoing consultation with industry, professional bodies and fellow academics Ongoing involvement of PR professionals in delivering and redesigning curricula & teaching provision

How do our PR graduates need to be equipped for the work place? Focusing on those employing PR professionals, they need: –a high degree of literacy – excellent standard of communication – writing skills – media relations –a realistic understanding of the field of PR

Who was involved? Academics and PR practitioners Associations and industry bodies Industry professionals Agencies and consultancies Universities Student alumni group working in PR PR Policy Forum consisting of 18 high profile PR professionals

Our vision To create a centre for excellence in PR theory and professional practice.

Excellence in Teaching and Learning for PR (Atkinson, Holden & Wilde 2007) Perspectives of the PR Industry PR Experts/networks Other Universities Non PR Strategic LeadersAgencies Industry bodiesAlumni Forum In-house PR’s Senior ProfessionalsAdvisory Forum CONSULTATION PR Qualification PR ResearchPR Experience Internships & placements Employability Recruitment & career opportunities Consultancy Training for industry/ CPD PR Excellence Lecture Series Outputs from the University of Greenwich Centre of Excellence in Public Relations including PR Research Training for Industry/CPD Supply of professionally equipped well informed individuals to employers Supply of capable students for internships to industry

Where are we now? "We're delighted to approve the university’s BA and MA in Public Relations. The CIPR focuses on raising professional standards in the PR industry through education and our course approval process is exacting. The University of Greenwich's well- balanced course provides students with necessary communications theory using up-to-date teaching methods, enabling them to hit the ground running when they start their PR career. We wish the course and its students the best." Mark Ramsdale, Head of Policy, CIPR Two accredited PR degrees End of the first year of delivering the undergraduate degree Masters programme due to start in September