In the Real World: Creating clientcentred learning experiences for final year public relations stude

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In the Real World Creating client-centred
learning experiences for final year public
relations students

• Katharina Wolf MA PR MCIPR MPRIA

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Graduate opportunities in the 21st centuries

• Employability as critical recruitment factor
  (Green et al., 2005)
• Pressure to move beyond discipline specific
  skills (Bates, 2004 Green et al., 2005 Kerr,
  2005)
• Generation Y
• 8-12 job change
• 3-4 complete career changes (Khare, 2007)
• Preparing students for jobs that do not yet exist
  (Jukes McCain, 2001)
• Required shift of focus towards acquisition of
  lifelong skills (Rundle-Thiele et al., 2005)

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Moving beyond the textbook WIL

• Limited shelf life of subject specific content
• Pressure from employers to produce job ready
  graduates
• WIL employability as Marketing advantage
• Or is it all about survival of the fittest?
  (Coll et al., 2003 Orrell, 2004)
• Accreditation requirement (PRIA)
• Industry Reference Group
• Work integrated learning as compulsory component
• Preparing students for a lifetime of CPD

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PR300 Consultancy beyond cases
Guest speakers, visiting graduates, real life
case studies, placements internships, seminars,
workshop, industry links,..

• Counteracting the traditional left-brain,
  logical-linear-sequential presentation
  pedagogical style (Kennedy et al., 2001)
• Re-invented from PR Cases
• Capstone Unit of the PR degree
• Real life client as integral component
• Weekly lectures as knowledge on demand tools

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Going commercial..

• Week 2 Verbal client brief
• Week 4 Written client brief (i)
• Week 89 Pitches (g)
• Week 12 Written Strategy (g)
• Week 14 Finals

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Did I hear challenges.?

• Client-centred learning experiences are not a
  safe option
• Expect the unexpected
• Putting yourself on the spot
• Another perspective on the power of research
• Supporting the other team
• works well in a team.
• The international perspective

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Was it all worth it?

• each assessment was assessed according to what
  would be expected of us in the 'real world of
  PR

• Curriculum Vitae
• Work experience
• Contacts and networks
• Hands on experience
• Confidence
• The ultimate test eVALUate

and a little bit humility
The real life client helps a lot with motivation
to working on the assignment.
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• If you give a man a fish, he will have a single
  meal.
• If you teach him to fish, he will eat all his
  life
• Kwan-Tzu

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Final thoughts..

• Do employers really want job ready graduates?
• Preparing graduates for a challenging career how
  much influence should be placed on end-of
  semester evaluation?