Student perceptions of careers in public relations

The purpose of this study was to identify the perceptions held by public relations majors regarding the professional practice of public relations. The research addressed the various reasons students choose their major and explored the students' perceptions of the skills and knowledge necessary to enter the public relations workforce.

Coorientation theory raises questions about the orientation of two individuals or groups/organizations to the same object or concept (Newcomb, 1953). In this case the concept was the practice of public relations: What is the degree of congruence that students have with professionals in the students' perceptions regarding the practice of public relations? The study provides direction to educators in counseling and advising students who desire to major in public relations.

Students at five universities across the United States were surveyed to determine what influenced their choices of public relations as a major and their perceptions of the knowledge and skills necessary for the professional practice of public relations. The results indicated students made independent choices in selecting public relations as a major. Further, while students recognize the value of strong writing skills and practical experience prior to graduation, many express dislike for writing courses and few gain practical experience while in school.