Teaching the public relations campaigns course

Exploring Ethics and Client Work in Public Relations Education

“…Complementing Dewey's notion of community-focused and reflective education, Witmer et al (2009) and Worley (2001) found that service learning can improve public relations students' and instructors' sense of civic responsibility and community service. Despite its many benefits, service learning offers challenges regarding students' lack of professionalism or inability to maintain a proper client-team relationship, the extensive time commitment required to successfully manage service learning projects, and clients' own lack of professionalism or responsiveness (Witmer et al, 2009;Worley, 2001).…”

“…Furthermore, research has found that service learning enables students to put public relations concepts and practices into meaningful or "real world" contexts (Aldoory & Wrigley, 2000, p. 51;Muturi et al, 2013;Wandel, 2005;Werder & Strand, 2011;Witmer et al, 2009, p. 154) and supplements coursework while providing excellent career preparation (Bush, 2009). Complementing Dewey's notion of community-focused and reflective education, Witmer et al (2009) and Worley (2001) found that service learning can improve public relations students' and instructors' sense of civic responsibility and community service. Despite its many benefits, service learning offers challenges regarding students' lack of professionalism or inability to maintain a proper client-team relationship, the extensive time commitment required to successfully manage service learning projects, and clients' own lack of professionalism or responsiveness (Witmer et al, 2009;Worley, 2001).…”

“…Reflection assignments are also incorporated to help students think critically about theoretical concepts and look back on the learning process or civic engagement (Lundy, 2008; Motley & Sturgill, 2014). Ultimately, client work is the central focus of service learning in public relations where the class is structured much like a public relations agency (Worley, 2001). When conducting client work, students are responsible for communicating professionally; discussing strategy, target audiences, or budgetary details; and offering final recommendations to the client via a formal presentation or report (Aldoory & Wrigley, 2000; Benigni et al, 2004).…”

“…Among the traits and competencies expected of entry-level public relations professionals, ethics and integrity, strategic planning, and “knowing how the world works and connects to their clients” are especially necessary (Commission on Public Relations Education [CPRE], 2015, p. 7). To develop such competencies, students require hands-on learning experiences (Motschall & Najor, 2001) often via client work as an established method of service learning (e.g., Bryant, Schonemann, & Karpa, 2011; Tucciarone, 2012; Worley, 2001). Service learning has thus been cited as a beneficial pedagogical tool for cultivating real-world contexts and honing interpersonal skills (Muturi, An, & Mwangi, 2013).…”

Nonprofits’ Expectations in PR Service–Learning Partnerships

“…As Worley notes, satisfied clients improve the position of a university public relations program in the community as a good citizen. 18 Ledingham reviewed the significant role of expectations in relationships in his 2000 explication of relationship management as a general theory of public relations. 19 A 2013 study confirmed that "expectation management is a central task for public relations" and called for further study about constructing strategies on how to proceed with unmet expectations.…”