China And The United States Public Relations Higher Education Study

Public Relations practice and education had entered into China since 1980. PR industry and education have shown prosperous growth within the past 20 years. With the coming Olympics Games in 2008, Expo2010 in Shanghai, various social crises, and the set-up of government spokesperson system, the need of qualified PR personnel in both corporate and government sectors is obvious. This research aims to study PR higher education in China, including the needs, challenges, and current issues comparing with the US PR education.First, this study covered the general background, including economic, media and political environment, of higher education in both China and US. Then, China and US PR education histories were systemically put together. The Comparative method was adopted to compare and analyze the differences and similarities between China and US PR education in terms of program position, courses, teaching methods, and research directions. Cross disciplines related to PR were also examined. Finally, the study also diagnosed the gaps between PR professionals and PR education circle towards the qualifications of PR talents. Some recommendations and conclusions were also made in the end of this research.The framework of this research focuses on higher education, both undergraduate and graduate, in China and US. Several research methods are adopted by comparative education and communication disciplines, such as comparative method, content analysis, in-depth interview and survey research.In general, Chinese scholars perceive the success of PR education in China from the past 20 years and are optimistic towards the future. This research also found many PR programs are housed in management schools in China than in US, where PR programs almost housed in communication schools. Due to the different universities and departments backgrounds, China PR programs show its diversities. Also, manners art of PR is incorporated into PR course that is unique in China. Though, scholars have different views in how PR programs house, they tend to agree the importance in inter-disciplinary idea for PR education. A cross sharing platform is an ideal way to link various disciplines for nourishing PR discipline.Regarding course design, "core courses" are necessary to defined by academics and professionals. Enhance PR internship and build up proper evaluation system are important to facilitate PR learning. To meet the needs from various universities and departments, "PR module" can be designed. The cultivation of teaches may be through "going-out and bring-in" method, such as, course listening, open inspection and learning from other teacher's work, combing teaching and practicing. Also, a transparent academic resources and system need to be built, such as digital database, research paper sharing, the subscription of international PR periodicals, etc.Last, for the PR talents in 21st century, desirable and proper characteristics are required through whole person education. Research ability, independent thinking, excellent execution ability, interests in new technology and new media, and open mind with global view are all important to be a qualified PR professional. In the modular PR courses design, several moduli are recommended, for example: singular model, minor model, core course model, communication-oriented model, management-oriented model and international-driven model. We have to bear in mind that education is a long-term profession that need more care and a broad vision. Of course, more studies in and greater attention to PR education are highly needed.