Student Public Relations Agencies: A Qualitative Study of the Pedagogical Benefits, Risks, and a Framework for Success

Abstract

Student-managed public relations agencies, existing in some universities, can be an effective means of applying classroom learning to real client situations. Yet, little, if any, published academic research exists on student agencies. This qualitative study looks at student agencies in relation to the profession's pedagogical needs, and identifies where student agencies might supplement or fill a void in the public relations curriculum. Student agencies fulfill two critical student-learning needs: process-oriented experiential learning and acquisition of professional skills. Based on these benefits, the study offers a “best practice” model for minimizing risk and maximizing pedagogical outcomes