engleski

The Role of On-line Generated Case Studies and Simulations in PR Education

The research topic of this action research that is currently taking place is the preparation of graduate students for future PR managers by using best practices via on-line generated case studies and simulations. In on-line generated activities that are part of PR education at master level student groups research real life company and create new corporate identities by adding missing data and simulating company business planning process using on-line groups and communication. The general research question is what is the relation between preparedness of students for public relations management and the use of on-line generated case studies in graduate PR education. Specific research question is - do case study workshops and case study simulations as graduate PR education tools contribute significantly to preparedness of students for public relations management, or, in other words, do they represent the nearest alternative to practice in organisations and how effective are they in simulating the real life. This is a qualitative research where teacher is an instrument and it includes interviews with approximately 40 students so far. Rating scales are based on business situations simulations where preparedness is measured. Action research cycle covers three consecutive academic years and is widened with a comparative study on similar samples in a college and a university. The final outcome of the action research should serve in developing a strategy to improve preparation of PR students for future work during their studies at the university.

on-line education; public relations; simulations

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