Expectations for Advertising and Public Relations Education From Agency Executives: A Comparative Study Between China and the United States

Abstract

Rapid changes in technology and an increased emphasis on globalization are placing new demands on advertising and public relations (PR) educators and their students. Many schools have already developed combined advertising and PR programs; practitioners in both the United States and China are receptive to integrated communications and consider it foundational to practice. This study thus examines advertising and PR agency executives’ opinions in response to the question of how educators are preparing students for evolving responsibilities, through 42 in-depth interviews in the United States and China. The findings revealed that industry practices, including those overseas, real-world scenarios, and digital media should be incorporated into curricula. Fundamentals such as writing, presentation skills, creativity, and storytelling remain a priority in both countries. However, executives in the two countries placed a different priority on other areas such as global literacy, foreign language skills, and math skills. Discussion and pedagogical implications are provided.