Public Relations Professionals as Shapers of Public Information: The Role of Theory in Their Education

Abstract

Mass Communication programs with courses in public relations or integrated marketing communications were surveyed to find out whether their majors were required to study theory as part of the curriculum, and which theories were thought to be most important. The results showed that nearly 75 percent of the programs require students to study theory in some fashion. Most programs teach theory over several courses. Respondents indicated that mass communication theories were the most important, but many indicated that other theory areas are also taught in their courses. The results have implications for the role public relations practitioners play as sources of information and address the theoretical background those practitioners bring to their roles.