As the old business model for journalism in the digital age began to fail, so did public relations. Sure, some people might call me out with claims that public relations firms are booming. Maybe some firms are, but most aren't relying on public relations as much as content marketing anymore.
Forbes recently called it the devolution of public relations. And while Christopher Penn pointed out that public relations is not doomed, even he couched his assessment in the observation that the media landscape is more diverse than ever before and public relations is adapting to the media landscape. I think he is right, except that it seems public relations firms aren't adapting to the market as much as they are adopting more marketing.
You can see it in enrollment. In prioritizing their educational investment, students and working professionals are more inclined to take classes that seem better suited to integrated marketing communication (which includes content marketing) than public relations. In fact, it was for that reason I asked the university to develop an Integrated Marketing Communication Certificate instead, and include public relations under a new umbrella. UNLV met me halfway with two certificate programs.
Pubic Relations and Integrated Marketing Communication Certificate programs.
Although the complementing certificate programs are still in their infancy and without the marketing support that I hoped for, the concept has merit. The idea is to offer two programs with up to five concentrated core courses while the balance of the curriculum consists of transferrable elective courses.
These are the four classes that I have signed on to teach this fall. Although the descriptions for two of the courses were inherited, three of the four classes are being built from the ground up. The fourth, Editing & Proofreading Your Work, is my long-running class offered three times a year and always refreshed between offerings. Course descriptions follow:
Fundamentals of Public Relations - 6:30 p.m. to 8:30 p.m., Thursdays, starting Sept. 8
Explore the history, principles, procedures, and ethics guiding those who work in the field of public relations. You will also learn concepts, definitions, and techniques related to enhancing an organizational presence, elevating an organizational identity, and reinforcing an organizational brand by serving both the organization and public interest. The class is held Thursdays from Sept. 8 to Oct. 27 (with no class on Sept. 22 and Oct. 20). Course: 163PR6101
Editing & Proofreading Your Work - 9 a.m. to noon, Saturday, Sept. 10
Make a positive impression with clear, concise, and grammatically-correct personal or business correspondence. This half-day program will focus on essentials such as content, flow, mechanics, spelling and punctuation. You will leave the workshop with several editing exercises you may use to self-test and practice the skills you have learned. This class is an intensive 3-hour refresher for all writers, literary and commercial. Course: 163WR1150
Content Marketing - 6:30 p.m. to 8:30 p.m., Thursdays, starting Sept. 26
Gain the insights, knowledge and skills you need to design, develop, promote, and manage digital, mobile, and social content as part of a successful marketing campaign. In this skills-driven class, you will learn some of the newest trends in the creation of compelling and engaging content that not only supports marketing but solidifies customer loyalty in marking them (and the media) as an important part of the campaign. The class is held Mondays from Sept. 26 to Dec. 3 (with no class on Oct. 17, Oct. 31, or Nov. 7). Course: 163MK2120
Crisis Communication - 6:00 p.m. to 8:30 p.m., Thursdays, starting Nov. 11
Weather a natural disaster, accident, product recall, or other organizational crisis with a skillfully executed crisis communication plan. The class will take you through the process of developing a plan while minimizing legal liability, executing the media response, and managing key messages. The final project is to participate in an on-camera interview about your assigned crisis. The class is held Thursdays from Nov. 10 to Dec. 8 (with no class Nov. 24). Course: 163PR6103
Will the new curriculum work? I don't know. While public relations remains a critical component of any integrated marketing communication background and an important skill set, its overemphasis on media relations (for decades) has diminished its attractiveness as a standalone program. So, we'll see.
All of these classes also follow a traditional classroom model so you must be in Las Vegas to attend. In the future, there may be room to develop similar classes as an online alternative or, perhaps, private one-on-one instruction. Considering the direction of education today, it seems inevitable.