Public Relations Faculty Opinion about the State of Public Relations Education in Saudi Arabia

Abstract

Public relations education has been a topic of importance for scholars and researchers over the years. So many skills and knowledge are needed for a professional public relations practitioner. Creative writing, research, management, counseling, communication, and powerful presentation are among the most important skills needed for a successful PR practitioner. This means that preparing and qualifying a student to be a professional PR practitioner needs a well-designed curriculum that covers all the theoretical and practical skills for the profession. This means qualified and experienced faculty members, up to date textbooks, up to date courses that keep up with the latest technological developments in the practice of PR, practical training in the ground and periodical contacts with the industry through visits and guest speakers on campus. Are universities providing the right education and thus preparing and qualifying graduates for the job?  

This study looks at the state of public relations education and training in Saudi Universities in terms of curriculum, textbooks, courses, internship, and capstone. What are the opinions of faculty members in Saudi Arabia about PR curriculum?  Are PR graduates qualified to practice the profession of Public Relations?  What are the opinions of PR faculty about textbooks? What are the weaknesses of PR curriculum in Saudi universities? What are the opinions of faculty members about Internship and capstone project? The study interviewed PR educators about the qualifications of the graduates to practice the profession. A 19 items questionnaire was sent online to all public relations educators in Saudi Universities that offer public relations. Sixty-five faculty members teaching PR in Saudi universities filled in the questionnaire of the study. Major findings of the study show that half of the interviewees said PR curriculum in their universities is good and 32.3 said is excellent. Two thirds of the respondents said PR graduates in their universities are qualified to some extent to practice PR and 27.2% said they are qualified to practice the profession. PR faculty members in Saudi universities are satisfied with PR curriculum and study plans, textbooks, internship, and capstone.