Contemporary Chinese public relations education: development and challenges

Abstract

This study provides a comprehensive update of Chinese public relations education. Particularly, it (1) examined the challenges facing Chinese public relations education and (2) explored the positive changes that have emerged in Chinese public relations education. Researchers conducted 49 face-to-face in-depth interviews with Chinese public relations educators, students, and professionals supplemented with a content analysis of 22 Web sites of Chinese universities with public relations programs. Major findings include: (1) absence of doctoral programs, (2) rigid public relations curriculum structure, (3) dominance of traditional public relations pedagogy, (4) lack of qualified public relations educators, and (5) inadequate institutional recognition. In addition to these key challenges that Chinese public relations education confronts, it has also been undergoing some promising changes. For example, public relations education is adjusting to meet the needs of students. Educators are developing both educational and professional expertise. Moreover, there has been a rise of government public relations in the context of China's rapid economic and political reform.