researcher, academician or practioner? or all three?!!!
One of the biggest challenges that is rising in the field of PR is which side of the coin you are on – are you on the side where research and theoretical contributions help guide current best practices and understanding of current world perspectives of the field and society (research), of you on the side where understanding the application of these findings through research is critical in operating in the real world (practitioner). My question is – why choose just either side – is there a way to balance between the two?
Here are a few ways that you can balance between the two sides of the coin for PR:
- Balance classroom activities and readings between both research and practitioner materials: Most times, you see one side or another get more focus at various levels in the classroom, which is one of the main reasons why there is this challenge in the PR discipline. Undergrad courses get the hands on training, but not really the research. Graduate programs focus on the research and theory, but not enough time in applying these in the real world. This even goes with PhD level seminars and other graduate courses. Undergrad courses just seem to get a little bit of exposure to research, but there needs to be more there for those students who want to go on to graduate school. PhD students need to understand and gain awareness that they need to know how these theories and research findings can be applied strategically in the real world, and their thoughts on how to best approach an issue or problem.
- Identify who you are as a PR professional – research, practice, or both: Presenting yourself to the field all comes down to how you personally see yourself. Understanding your overall professional reputation and what attributes you want to be associated with are just a few things to consider when you are looking at what side of the coin you want to be on.
- With every academic conference, present at a professional conference: PRSA has many great conferences that showcase leading trends, research, and applications of new technology into campaigns that would be great for researchers and others to attend and present at. So, along with going to the main academic conferences for PR professionals (ex. AEJMC, IPRRC, NCA, and ICA) – open the possibilities to go to these various professional conferences as well. Also go to conferences that have a great balance between researchers and practitioners in terms of the presentations (ex. RI Annual Conference).
- With every academic paper, write a piece for a trade publication: What is amazing to me is that there are some academic institutions that only are focusing on what professors can produce in academic journals – which is certainly important, but what about still having your foot into the professional field as well? I would say for every academic piece written, there needs to be a piece dedicated for trade publication within PR or the IMC profession. PR Tactics, PR Strategist, or guest blogging on well-known PR professionals blogs are just a few options to consider. White papers, brief articles, and brief reports are also an option to consider as well.
- Get involved with programs that are cutting edge in both research and practice: USC has been one of the leaders in setting the standard for public relations education and practice both in the classroom and providing students with real-world experiences in working with leading PR firms and giving graduate students the opportunity to do an internship in PR abroad. The IMC program at WVU just announced a partnership with the Public Relations Society of America (PRSA), which is an indicator of the trend to focus on Integrated Marketing Communications for PR professionals in the future. Programs like USC, Georgia, Florida, Syracuse, UNC, and WVU are just a few that are ahead of the curve have found this balance between the researcher-practitioner worlds of PR in the classroom.
- Combining the best of both worlds with online teaching: I have been teaching online for the last two years for WVU, and it has been one of the most rewarding experiences in my academic career. The students are engaged, energetic, and innovative with their approaches to both research and practitioner issues. I have to say that this is due to the credit of the faculty and staff who are part of the IMC program at WVU for setting the standard for online teaching as well as being the leader in looking at how PR continues to evolve within the IMC discipline.
Understanding both sides of the coin is essential for PR professionals in this day of age. PR professionals do not have the luxury to be one or the other, and this message needs to come across at all levels in PR education. More research experience and activities should be encouraged at the very beginning of PR education and the experience and campaign project options should also still be considered and practiced even at the PhD level. Research and application in campaigns are two defining sides of PR – and both are essential to have for a PR professional in 2011 and beyond.
Hope you all are having a great day!
Best Wishes,
Karen
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