Forward Podcast 14 is the most significant to date as we interview the Co-Chairs of the Commission on Public Relations Education, Dean Kruckeberg and John Paluszek, on their soon to be released  report - The Professional Bond.

The Commission on Public Relations Education plays an important role moving the PR industry closer to full professionalism by increasing the bond between practitioners and educators.

This report presents recommendations for public relations undergraduate and graduate education. It has been developed “to demonstrate, facilitate and encourage the kind of linking of public relations education and practice that is the hallmark of any profession.” It is a major work drawing on voluminous research and builds on the commissions influential 1999 report.

Dr Dean Kruckeberg is a fellow of the PRSA and a full Professor at the University of Nothern Iowa. John Paluszek is a PRSA fellow, Ambassador-at-Large for the Global Alliance on Public Relations and Senior Counsel at Ketchum. They are two of the pre-eminent members of our profession.

In this podcast they introduce the report and outline some of its key points. They introduce and explain the signifigance of the report, discuss at length some of the key findings and finish by making a call to action. Everyone with an interest in the PR industry should read the full report, which will be available from the Commission on Public Relations Education’s website from November 30.

Finally, Forward owes a special thank you to Constantin Basturea for helping to organise this podcast.

Show notes:

00:14: Podcast introduction.
Report Significance
02:05: Paull introduces John Paluszek
03:00: John explains the role of the Commission on Public Relations Education and its mission.
04:51: John outlines the significance of the Commission’s work to date the goals of the new report.
06:10: John discusses the bond between PR education and practice and explains why this bond is important.
08:50: Paull introduces Dean Kruckeberg and asks him to outline the depth of research involved in the report.
10:09: Dean talks about his belief in the importance of the report from an educators perspective.
13:00: Dean says the report should be read by “anyone and everyone who is interested or has a stakeholder role in Public Relations”.
Key Findings
14:09: John discusses the influence new communication technologies are having on PR practice, and in turn the new requirements of PR education. He explains that young PR practitioners are often the most familiar with new communication tools.
17:44: John explains that the application of new communication technologies will have ramifications on society and are best guided by experienced communicators.
21:28: John talks about the changes brought about by global communication.
23:36: John outlines the Commission’s recommendation that PR internships should be paid whenever possible.
26:14: Dean discusses the importance of ethics education within University PR programs.
30:33: Dean talks about the shifts and changes in PR ethics, including the social ramifications of new technology and the importance of transparency and openness.
32:47: Dean talks about the three major areas of change affecting PR education – diversity, communication technology and global communication.
36:20: Dean explains why it is important for Public Relations programs to be taught within liberal arts/social science faculty in Universities.
39:30: Dean discusses PR as a profession.
Call To Action
41:40: Dean introduces the Commission’s ‘Call to Action’ for the PR industry and outlines some of the things PR practitioners can do to support PR educatin and our profession as a whole.
44:49: John outlines the impact he hopes the report will have in helping top management understand the breadth, depth and significance of PR practice in contemporary society. He also explains that the call to action aims to strengthen the bond between PR education and practice by telling practitioners what they can do to assist the industry.

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