When it comes to the classroom, professors have to be open to both the theoretical foundation of research as well as the application and strategic implementation of these findings for their students. Many times, professors either focus on just one angle or another.
To be honest, I always felt that I was never in one side or another – I felt that I was somewhat in the middle when it came to the theory and practice perspectives. I appreciate the foundation that theory brings to the table, but I also love the creativity and strategy that comes with the practice side of PR. So, this got me thinking – is this just something I am experiencing myself or are there others out there that feel the same?
The answer was – yes, I was not alone in this perspective. In fact, we are seeing a rise in the PR community with this hybrid perspective to integrate both theory and practice together for PR education and research purposes.
I had the opportunity to work with Dave Remund (Drake University) on a couple of research projects dedicated to focusing on this hybrid approach for PR professors. One project was with one of our other fellow PR colleagues (Kathy Ketler-Previs from Eastern Kentucky University) which was presented at the PRSA Conference and published in Public Relations Review.
However, this project we worked on focused on what we called “Scholars as Social Connectors,” which was published in the publication called Teaching Public Relations. The focus of the project was focused on looking at how PR professors can use digital media and leadership skills to bridge the connections between theory and practice in the classroom.
So, how do you become a scholar who is a social connector? Well, there are several things you can consider implementing in the classroom:
- Be a student of technology (social consumers): It is essential for PR professors to know and be part of the digital community. Research what are some of the trends coming up and see 1) what theories could be applied to study these trends that have not been done before and 2) consider brainstorming projects on how to look at these trends from a strategic and applied point of view.
- Share knowledge, tips, and best practices with PR community (curator): We are all in the same boat – so we have to look at what resources and tools we have at our disposal that we can share with fellow colleagues, students, and professionals in the field. This is what I have tried to do with my website, blog, and my page called “Becoming Social.
- Create content that has both theory and application (creators): The days of focusing on just theory for professors are pretty much over – we have to be skilled in the application and creativity that comes with creating content that is relevant for the PR profession. Don’t focus on using a theory or practice that has been done over and over again – but think about – what has NOT been done or explored yet? We have to be creators as well as explorers in this day of age as PR professors.
Dave has been a wonderful colleague and friend in the PR community to bounce off ideas and projects with – it was great working with him on this project and I am looking forward to working with him on more in the future.
Let me know if you have any questions or comments about our study in TPR. Hope you all are having a great day!
Best Wishes,
Karen
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