This article explores the implications of communication education transformations for curricular change in the U.S. Differences in education and training between public relations (PR) practitioners and journalists reflect, in part, effects of certain pressures brought to bear upon these professions. Any edge which graduates may have in the marketplace will depend on the extent to which their communication programs have focused on initial detection and measurement of related talents, skill development and enhancement, and discovery of communication-related careers that depend on the integration and application of these skills. With respect to faculty placement, infusing PR faculty into existing communication programs will produce creative collegial associations among scholars serving to stimulate innovative lines of teaching and research.
Sawyer, C. R., Miller, P., & Behnke, R. R. (1994). Communication education transformations: Implications for curricular change. Journal of the Association for Communication Administration, 23(2), 104–109.