Experiential Learning in Public Relations Through Student-Conducted Research Assignments

Abstract

As the responsibilities of public relations practitioners continue to expand to include institutional research, it is essential for universities to develop programs that prepare practitioners for these new expectations. This article describes the development of an experiential learning course focused on research for future public relations practitioners who were enrolled in an innovative undergraduate-level public relations research methods course. As part of the course, the third- and fourth-year public relations students conducted action research for an actual client. Details are provided about the course, along with guidelines on how instructors should create, implement, and assess a similar course.