Teaching Public Relations: Principles and Practices for Effective Learning, 1st Edition (Paperback) book cover

Teaching Public Relations

Principles and Practices for Effective Learning, 1st Edition

By Peter M. Smudde


168 pages | 7 B/W Illus.

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pub: 2019-12-11
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Excellence in public relations begins with excellence in education in public relations programs, and this book presents a comprehensive, cohesive, and concrete approach for effective teaching and learning in PR classes.

Teaching Public Relations puts in one concise volume salient matters about effective teaching and learning of public relations, including curriculum development and course design plus guides and tools for the work PR educators must do. This book is the first textbook of its kind, and systematically synthesizes current principles and practices for effective teaching and learning and applies them to public relations education in colleges and universities. Firmly situating public relations education (PRE) in context, the book goes on to outline principles and approaches for teaching and learning in PRE. Other features of the text include example documents that will help in designing assignments, courses, or curricula, and a comprehensive list of publications, organizations, online media, and other sources for further investigation and learning.

This book is a solid starting point for anyone, especially public relations professionals, wanting to begin a career as a full-time or part-time professor of public relations at a college or university. It is also recommended reading for current teachers and students of PR research.


“Higher education is thirsty for qualified individuals who process the tools needed to be successful in the public relations classroom. This text could help develop and grow the next generation of public relations professors.” — Alisa Agozzino, Ph.D., APR, Ohio Northern University, USA

"Professor Smudde’s book is decidedly the first of its kind. Never before have I seen a book that tackles the subject of instilling excellence in the teaching of Public Relations by training future educators and practicing professionals in the fundamentals of Public Relations pedagogy. This is definitely the book to read for any student of Public Relations who may want to prepare for the teaching of the college level and for any working practitioner who would like to share his or her experience in an organized and thoughtful manner." — Dr. Timothy Lent Howard, Professor of Public Relations, PRSSA Faculty Advisor, Department of Communication Studies, California State University, Sacramento, USA

Table of Contents

Introduction PART 1: Career Matters for PR Educators 1: Education as a Calling 2: Professionals Becoming Professors 3: Engagement in the Profession PART 2: Public Relations Education (PRE) in Context 4: An Overview of Public Relations Education 5: General Points of Teaching and Learning in Higher Education 6: Frameworks and Outcomes for PRE PART 3: Approaches for Teaching and Learning Befitting PRE 7: Know Yourself, Be Yourself 8: Curriculum Development and Course Design 9: Assessing Learning APPENDICES Appendix A: Sample Course-management Documents Appendix B: Suggestions for Curricular & Extracurricular Teaching & Learning Appendix C: Helpful Resources

About the Author

Peter M. Smudde has had 16 years of industry experience, including an executive-level position and consulting, and 17 years as a professor of public relations. Dr. Smudde holds the rank of professor and is the associate executive director of ISU’s School of Communication where he is the coordinator of the PR program, which is CEPR accredited, and was faculty adviser for PRSSA Chapters for 14 years.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Public Relations
BUSINESS & ECONOMICS / Industries / Media & Communications Industries