Abstract
This article reviews the 1980s literature regarding the current and projected trends in public relations practice and their implications for public relations degree programs. Aspects of the political/economic/social/cultural environment (“PESCE”) affecting the field are analyzed, along with their significance to the education of future public relations practitioners. Based upon the discussion of related literature, the authors make specific recommendations for the development of effective public relations degree programs. These recommendations are responsive to “PESCE” trends, major developments in the practice of public relations, employment requirements in the field, and development of public relations as an academic discipline. Dr. Wakefield is director of the public relations degree program at Southern Illinois University, Carbondale, and owner of Wakefield Associates, Murphrysboro, Ill. Ms. Cottone is an instructor of public relations at Central Missouri State University, Warrensburg, and head of CP Inc., Blue Springs, Mo.
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