Five Business Schools Join with PRSA to Improve MBA Students’ Communication Skills
The Public Relations Society of America (PRSA) has joined with five major business schools as part of a pilot project designed to strengthen communications skills among MBA students. The schools will launch a new public relations course as part of their MBA programs in the 2012-13 academic year, PRSA announced this week. The society developed the course along with Paul Argenti, a corporate communications professor at Dartmouth’s Tuck School of Business.
The initiative will ultimately yield a public relations course and guide for release to business schools nationwide, PRSA reports. The five schools taking part in the pilot program are Tuck, the University of Maryland’s Robert H. Smith School of Business, Northwestern’s Kellogg School of Management, Quinnipiac University’s School of Business and the University of Texas at El Paso’s College of Business Administration. These schools were selected because they offer public relations coursework in their MBA programs or otherwise emphasize the value of public relations at the graduate level.
In response to a survey conducted by PRSA in 2011, 98 percent of business leaders said that business schools should teach students about corporate communications. The same survey found that 93 percent of business leaders view public relations as equally important to their business as marketing and advertising. Roughly 97 percent of survey respondents said that companies need senior executive who understand principles of corporate reputation management in addition to having public relations professionals on staff.