We are what we teach: The impact of persuasive communication on Philippine PR history and contemporary PR education

Abstract

The history of the Philippines is one of colonial struggle. It is no wonder that the indelible marks of three and a half centuries of Spanish colonization followed by five decades of American occupation are still intensely palpable in every aspect of Philippine society. The aftermath of centuries of domination is no more pronounced than in the education of its citizens. This paper aims to trace the evolution of Philippine public relations education, examine its influences and critically evaluate the content and status of the public relations curriculum using a post-colonial lens. Public relations is one of the Philippine imports from the United States after the Second World War. This study interrogates how this Western transplant is addressing the dueling interests of multiple stakeholders and the competing priorities of a developing country steeped in the traditions of a colonial past. Through a primary analysis of 20 Philippine undergraduate and graduate programs, personal interviews and secondary research, the historical analysis revealed private, mostly Catholic, universities as key providers of PR education. The study also found that Philippine PR education is still nascent, elitist, and requires a research culture to help professionalize practice.