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Abstract

This article presents a case study involving public relations internship letters that were used to generate a checklist for the assessment process. The case study suggests three key points about the usefulness of internships in assessment. First, the internship can be translated into empirical results, greatly assisting those individuals who directly shape the public relations program. This empiricism should also be advantageous when confronting non-program administrators (deans, vice-presidents) with the need for additional human and physical resources. Second, this case study highlights the significant confluence that occurs between the program administrator (the faculty typically), the students of the program, and those individuals who supervise students in the work place. Such a convergence of feedback heightens the usefulness of the internship for assessment; that is, this assessment is not unilaterally driven by only one of these groups. In many cases, unfortunately, program assessment rests with program administrators' perceptions of successes and needs.

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