The Public Relations Society of America (PRSA) is leading an initiative to bring public relations courses to MBA programs. The group is working with Paul Argenti, communications professor at Dartmouth’s Tuck School of Business to come up with a curriculum that will be taught at that school through a pilot program. Four other participating schools have yet to be determined. The course will be available at these pilot schools in 2012 with the goal to take them nationwide in 2013.
Argenti talked with Businessweek for a story about the program and why it’s important to make PR part of business school coursework (crisis know-how is part of it).
The program was preceded by research commissioned by the PRSA and conducted by MWW Group and Kelton Research that found that 93 percent of business execs think PR is as important as other marketing disciplines. Also, 98 percent think that PR should be included in the business school curriculum. And less than half of the 59 percent of business execs who said they hired a business school grad in the last three years found that the grad had the skills to protect the company’s reputation.
An infographic (two in one day!) about the research is available after the jump.