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Undergraduate students’ perceptions of public relations:

An Australian study

Damian John Gleeson


University of New South Wales, Australia

Abstract
Although public relations has been taught at first, the early 1950s-ca.1970, was largely
tertiary levels in Australia for nearly half a driven by professional industry associations.
century, there has never been a detailed study The PRIA (Victorian chapter) 2, established in
of why students elect to study public relations. 1952, took the lead by emphasising tertiary
This paper surveys attitudes and perceptions education as fundamental to the dual goals of
of an Australian cohort of undergraduate professionalism and ethical status (Sabey,
students studying public relations for the first 1953). From the early 1950s its senior
time. Responses are reported by gender and practitioners delivered short courses in
major programme sequence to gain a deeper conjunction with the Australian Institute of
understanding. Findings include that many Management (AIM) (Gleeson, 2012b). In 1964
students hold stereotypical mass media the Royal Melbourne Institute of Technology
images or at best ambivalent attitudes about (RMIT) established Australia’s first tertiary-
public relations, while family, friends, level public relations programme, a part-time
business or government activities have little certificate in business (Gleeson 2012a). The
influence on those attitudes. The ‘glamour’ of first intake resulted in 19 successful students
public relations is reflected in idealised job (Reid, 1965). During the first two years
preferences of fashion public relations and lecturers (i.e. industry practitioners) worked pro
event management (females) and the bono to create a “fund of some value which will
entertainment industry and sports public be used to furnish notes for students and to
relations (males). While less than half the initiate a handbook which will set standards
students consider public relations to be a which can be applied in other states’’ (“Public
profession, many would combine an Industry relations education”, 1966, p. 7).
Code of Conduct with their personal values to Public relations was situated in the School of
navigate through ethical issues in a future Management, and quickly upgraded to a six-
workplace. The findings are germane to year part-time Associate Diplomaship in
educators, university administrators, the Management (RMIT, 1967). In NSW, a leading
industry, and its various peak bodies, notably practitioner and PRIA member, John Flower,
the Public Relations Institute of Australia championed the commencement of a part-time
(PRIA). Not only do students entering public business diploma in public relations through the
relations degrees need to be better informed newly formed NSW Institute of Business
about public relations by universities, there Studies (Flower, 1966; 1967a; 1967b; 1967c).
are multiple opportunities for the PRIA and The first intake was in 1969. This institute was
the industry generally to help articulate and one of several entities that merged to form what
shape students’ ethical and professional is now known as the University of Technology,
frameworks. 1 and by 1972 also offered a full-time public
Introduction relations diploma (Gleeson, in press). A year
earlier, Mitchell College of Advanced
There have been three major phases in Public Education (now Charles Sturt University)
Relations Education (PRE) in Australia. The commenced Australia’s first full-time public

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
relations diploma (“Public relations round- industry-supported education system” (PRIA,
up”, 1971, p. 3). 2012, para. 2).
The mid-1980s represents the second A national accreditation programme,
growth phase in PRE. Unlike the earlier however, has not been a panacea for industry
period, the main characteristic of this second reputation. Concern remains that public
period was public relations being situated in relations is an academic field with an
arts and humanities faculties. Public relations “ambiguous disciplinary status” (Hatherell &
had lost its early resonance within business Barlett, 2005).
management as envisaged by Victorian Resulting from PRE growth has been a large
industry practitioners (Gleeson, in press). increase in student numbers. Aggregate
New degrees developed in a fairly haphazard numbers of public relations students in
manner, which led to “no codification of Australia are unknown; neither industry nor
public relations teaching at university levels” educational authorities collate state or national
(Starck, 1998, p. 5). The loosely federated statistics, a factor also noted by another
PRIA introduced its first accreditation researcher (Smith, 2006). Moreover, in a
procedures for members in 1985 (Anderson, competitive post-deregulated sector, individual
1999). In 1990, a landmark report by educational providers closely guard their
American academic, Jan Quarles, and statistics. Yet, anecdotal information and
Australia’s first full-time public relations informal discussions with colleagues suggests
lecturer, David Potts, established national fairly strong increases in student numbers in
PRIA accreditation procedures for university recent years, as well as female dominance of
courses (Quarles, 1993; Quarles & Potts, enrolments in public relations programmes
1990). (Smith, 2006).
Since the start of the new millennium, the A rise in public relations student enrolments
third – and current – phase of Australian PRE can be attributed to both public relations’
has occurred. The diversity of public relations popularity, especially among females, and the
programmes includes postgraduate Commonwealth Government’s deregulation of
coursework and online degrees, new higher education, which has included lifting
undergraduate courses offered by private restrictions on student numbers (Rosenberg,
providers and a growing number of 2012). The number of offers into Australian
unaccredited degrees offered by sandstone universities rose 5.5% in 2012 (Australian
universities. With few exceptions, public Government, 2012). At the University of New
relations is located in Arts or Social Science South Wales (UNSW), enrolments in an
faculties. Today, 27 public relations introductory public relations course rose from
undergraduate degree programmes at 18 75 to 260 students between 2009 and 2012.
Australian universities have full accreditation. An expanding PRE sector has implications
There are another 24 postgraduate and 9 for students, educators, industry and industry
online accredited degrees (PRIA, 2013). associations. Yet there has been little analysis
Several public universities, and all private of the causation or implications. With the
sector institutions but one, do not have exception of Quarles and Potts (1990), and
accredited programmes. more general surveys of the ‘state’ of public
The PRIA says its (optional) accreditation relations in Australia (de Bussy & Wolf, 2009;
system provides an “academic accreditation Singh & Smyth; 2000), public relations has not
program to ensure Australian public relations been examined. Unlike the United States,
and communication degrees are of a high Australia has not benefited from a national PRE
standard” (PRIA, 2012, para. 1). inquiry for more than two decades
“This program ensures that professional (Commission on Public Relations Education,
knowledge is passed onto future generations 2006; DiStaso, Stacks & Botan, 2009; Quarles
of practitioners through a controlled and & Potts, 1990). In 2013, the PRIA hopes to
undertake a national survey of public relations

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
enrolments (Julian Kenny, PRIA, personal entering public relations degrees. Smith (2006)
communication, 2013). cites unpublished research by Noble (2005)
which sought to understand why students enter
Students as a salient public public relations and their misconceptions.
Several scholars refer to the importance of Bowen’s North American studies (2003, 2009)
public relations students. Gallicano and are the most significant research in this area.
Stansberry (2011) argue that students are Bowen concluded that students entering public
critical to the ongoing development of relations have considerable misconceptions
professional public relations practice in the about their field of study, arising from:
21st century global economy. Erzikova The discipline of PR … doing a great
(2010) has observed that students are both disservice to itself by not countering the
“consumers of and investors in public negative and inaccurate representations
relations education” (p. 188). In Australia, the of the PRP as a professional
fee-for-service higher education sector has manipulator, face of marketing, front of
encouraged increased student numbers and superficial image, or accidental
some institutions have become reliant on high professional, completely devoid of the
student numbers as a major income stream. ethical responsibility inherent in
In terms of PRE, much of the discourse professionalism. (Bowen, 2003, p. 409)
incorporates the views of educators and The “PR profession is doing a lax job of
practitioners. Talbot and Onsmam (2010) communicating its core responsibilities and
exemplified this position by enlisting industry activities to new and potential university
leaders to support a “reconceptualisation of majors” (Bowen, 2009, p. 199). She also noted
undergraduate PRE’’. Students have that: “Ideological confusion among publicity,
infrequently been considered a salient public marketing, advertising, integrating marketing
in terms of pedagogy, though clearly communication, and propaganda, has further
enrolment statistics are critical. Smith (2006) degraded understanding of the function and
undertook the first study of the female- purposes of public relations” (Bowen, 2003, p.
intensiveness of public relations. There has 200).
been no published Australian research on the Whether students are considered to be
motivations and perceptions of publics, consumers or financial stakeholders,
undergraduates entering public relations they appear integral to PRE. The rapidly
programmes. A possible exception is Xavier, changing business and community landscape
Mehta, and Larkin’s (2006) Queensland means that student attitudes also pose
study. Other research has focused on pedagogical and possibly potential ethical
students’ reflections on degrees or internships issues. In a broad review of Australian
(Fall, 2006; Gower & Reber, 2006) or their undergraduate education, Price (2007)
experiences of assessments (Xavier & Mehta, suggested students are likely to perceive
2006). A landmark examination of gender in “education as a consumable commodity to be
a Western Australian public relations context ‘packaged’ and delivered by their teachers” (p.
by Smith did not include first year students 599). Price (2007) also detected that “shifting
“as it was considered that they had not discourse from ‘learner’’ to ‘customer’ was
decided on public relations as a major” (2006, also evident in student attitudes to grades” (p.
p. 32). Postgraduate surveys (Chia, 2009; 600). Applying this paradigm to PRE, students
Howell & Bridges, 2009; Xavier, Mehta & can no longer be perceived by universities and
Larkin 2007/8) are not considered germane to the industry as passive recipients of
this study as life skills and work experiences information. Students are ‘informed consumers’
of postgraduates are fairly dissimilar to (White, 2007), notwithstanding some jaundiced
school-leavers. perceptions.
Internationally, there has been little Several factors could give rise to students
research into the perceptions of students being fairly well informed about public
3
Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
relations. First, most Australian students are students’ attitudes to public relations might
financial stakeholders, paying fees either change after a semester’s study of public
upfront or after they enter the workforce. relations. While the present study was confined
Second, there is a clearer vocational to one large university, it involved two surveys:
aspiration among the current generation of one at the start of the semester, and another at
undergraduate students, which may have an the completion of the public relations course.
important bearing on students’ degree choice. These surveys sought to identify the nature and
Third, the information revolution brought influences on students’ perceptions, and in the
about by Web 2.0 and new social media has case of the second survey, any shifts in attitudes
given students unprecedented access to and expectations as a result of their learning
degree and course (unit) information. These experience.
factors have helped mould students into their Students did not receive the university’s
own ‘public’ category, which is worth course outline until after the first survey, “to
examining. keep the definition of public relations on the
syllabus from biasing the responses” (Bowen,
Methodology 2003, p. 203). While some motivated students
This study sought to identify the attitudes and might have previously gained access to the
perceptions of first year undergraduate outline online, students were asked to complete
communication students studying an the survey without reference to prior university
introductory public relations course at UNSW information. Given the high, though largely
in 2011. This course, inaugurated as an inaccurate, portrayal of public relations in the
elective in 2009, became a core course in mass media and on television, students could
UNSW’s new Public Relations and not be expected to form perceptions entirely
Advertising degree in 2011. free of such influences. Indeed, this study
This study’s methodology broadly adopted intentionally included questions about sources
Bowen’s (2003) North American platform. of their perceptions and possible influences on
“Intrigued” to understand the “sources of students’ decisions to study public relations.
misconception’’, Bowen (2003) undertook Non-academic prior knowledge, therefore, was
research at two large US public universities, anticipated.
which included seeking to uncover if

Table 1: Study overview by degree major and gender

Survey Survey
one two
PR
Female 38 43
Male 16 10
Journalism
Female 56 53
Male 14 10
Law/Media
Female n/a 5
Male n/a 2
Other Media
Female 18 10
Male 7 9
Total: 291

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
international students and thus they were not
Results
separately identified in the results.
In both surveys, students were asked to indicate Glamour
their gender, major sequence of study and The perception that public relations is a
whether a local or international student. The glamorous occupation appears to have been
response rates were approximately 70% for immortalised through celebrities such as
both surveys. The majority of students, as per Samantha Jones in Sex and the City (Star,
Table 1, above, were female, regardless of their 1998-2004). Yoon and Black (2007) identified
major sequence of study. characteristics of public relations characters in
The number of usable surveys, 291, excludes television shows as mostly women who
a small number (7; 1) that did not identify engaged in undemanding tasks of publicity and
gender and/or major sequence, and contrasts event planning. Misperceptions abound, as one
with samples of 159 by Bowen (2003) and 45 blogger noted: “Who knew that PR involved
by Xavier et al. (2006). The two largest degree such hard and dedicated work, long hours, time
majors were public relations (ca 37%) and management skills and proper spelling and
journalism (ca 48%). The second survey grammar at all time” (Dessinger, 2008, para. 5).
included a category of law/media students, who Chart 1 shows female public relations
had been included under ‘other media students’ students’ perception of whether public relations
in survey one. There were very few is glamorous as recorded in both surveys.

The second survey shows relatively large Table 2 shows the attitudes of male students
changes in the number of female public at the beginning and semester-end. The number
relations students disagreeing that public of respondents is quite low so care should be
relations is glamorous, which might be taken in extrapolating from the results.
attributed to knowledge resulting from a However, the number of public relations and
semester’s study of public relations. journalism students agreeing that public
Surprisingly though, a small number of relations is glamorous did decline in the second
respondents strongly agreed that public survey.
relations is about glamour.

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
Table 2: Male students’ perceptions that PR is glamorous
Survey two results in brackets

Major Strongly Disagree Neutral Agree Strongly Agree


sequence of Disagree
study
PR 0 (0) 3 (4) 7 (3) 4 (3) 1 (0)
Journalism 0 (1) 2 (4) 7 (3) 6 (2) 0 (0)
Other 0 (1) 4 (1) 3 (6) 0 (0) 0 (1)
Law na (1) na (0) na. (1) na. (0) na. (1)

Reputation
Public relations’ reputation is a hotly debated The next series of charts depicts students’
topic (for example Devin, 2007; Marken, 2009; perceptions about public relations’ reputation.
Wright, 2005). Australian industry associations While neutral perspectives form the largest
have long sought to enhance the reputation of response across all major sequences of study, it
public relations through education and is notable that female public relations students
accreditation programmes. Nevertheless, on a were more likely to disagree that public
national and also an international front, public relations has a good reputation, and less than
relations continues to have a low reputation four in 10 agreed or strongly agreed that public
(Callison, 2001, 2004; de Bussy & Wolf, 2009; relations has a good reputation.
Gibson & Gonzales, 2006/07).

Chart 3 examines the responses of female public relations students to the question of whether public
relations has a good reputation.

6
Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
Chart 3: Female PR students: Perception
that PR has a good reputation
40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Neutral Agree Strongly Agree

Survey One Survey Two

18

Table 3: Male students: PR has a good reputation

Major Sequence Strong Disagree Neutral Agree Strongly Total


of study Disagree Agree
PR 0 3 8 4 1 16
Journalism 1 4 5 4 0 14
Other media 0 0 6 0 0 7

Table 3 statistics reflect that males were Influences on perception


more likely to hold neutral opinions of public The surveys sought to not only identify
relations having a good reputation. That only students’ perceptions but also factors that
one out of 37 male respondents strongly agreed influence their thinking. Table 4 records
that public relations has a good reputation is an students’ responses to the following four
indicator, again, of the ongoing perception that specific categories: journalism/media;
overshadows the public relations industry or corporate/business community;
profession. political/government sector; and,
family/friends, had an influence on their
perceptions.

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
Table 4: Most influence on shaping my impression of public relations:
All students in Survey One

Students Journalism/ Corporate Political Family/friends Other


media
FEMALE
Public relations 23 8 4 3 1
Journalism 28 9 8 2 9
Other media 12 3 1 2 1
Sub-total 63 20 13 7 11
MALE
Public relations 2 3 7 1 2
Journalism 6 2 2 1 2
Other media 3 1 1 1 2
Sub-total 11 6 10 3 6
TOTALS 74 (50%) 26 (17%) 23 (15%) 10 (7%) 17 (11%)

The mass media’s dominance in influencing of degree major or gender, family and friends
student attitudes is clear. Regardless of gender had the lowest possible on shaping students’
or degree major, 50% cent of students indicated perceptions of public relations.
that journalism/mass media had the single most Ideal public relations job
influence in shaping their impression of public This question was restricted to public relations
relations. Female students recorded the higher students (as other students could reasonably be
proportion (58%). Female journalism students expected to follow a non-public relations
were more likely to be influenced by political career, at least initially, upon graduation).
processes than public relations students, Survey one results are presented in Table 5, and
whereas amongst males, public relations include a generic description of special events
students, rather than journalism students, gave management and sports management.
political influences a higher rating. Regardless

Table 5: Female public relations students’ ideal public relations job ranked by first
three preferences

Ideal job First Preference Second Third Preference Total


Preference
Media relations 11 9 1 21
Special events 4 9 8 21
management
Corporate 5 5 4 14
communication
Not-for-profit 3 3 5 11
Corporate affairs 3 2 4 9
Integrated marketing 2 2 3 7
communications
Sports public relations 4 1 1 6
Government relations 1 1 2 4
Community relations 1 1 1 3
Relationship building 0 0 3 3
Strategic planning 0 1 1 2
Investor relations 0 1 1 2
Internal communication 0 0 0 1
Research 0 0 0 0

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
On first preference, a majority of female research, strategic planning, investor relations
public relations students favour media relations or internal communication. As a result, and also
as their ideal job, followed by special events recognising anecdotal feedback from some
management and corporate communication. students, the second survey excluded research,
The sum of the first three preferences positions strategic planning and internal communication
special events and media relations equally. The categories, though included two new specific
not-for-profit sector came in fourth position categories of entertainment industry and
overall. At the other end of the scale, virtually fashion public relations.
no female students expressed interest in

Table 6: Second survey: Female public relations students’ ideal public relations job

Ideal job First Preference Second Third Preference Total


Preference
Entertainment 9 6 7 22
industry
Special events 4 10 8 22
management
Media relations 7 5 7 19
Fashion public 7 8 3 18
relations
Corporate 2 2 4 10
communication
Corporate affairs 3 2 4 9
Sports public 4 2 3 9
relations
Financial/investor 3 1 3 7
relations
Integrated marketing 2 2 3 7
communications
Community relations 1 1 3 5
Not-for-profit 2 2 1 5

The inclusion of entertainment and fashion semester, which students may have become
sectors had a significant impact on the results. acquainted with. Community relations, while
Undertaking publicity in the entertainment the not-for-profit sector slipped to equal last
industry emerged as the most favoured ideal spot in popularity with female public relations
job. While working in special events retained students.
its (equal) first place when the first three For males, the highest preferences are jobs
preferences were added together, fashion public in the entertainment industry or sports public
relations was also attractive. Media relations relations, with a sprinkling of management type
retained a high ranking. Offsetting these new roles such as investor relations, community
categories was a large decline in corporate relations and government affairs.
communication, which might also be a
reflection that it was a topic studied during the
Table 7: Male public relations students’ ideal public relations job
Ideal job First Preference Second Third Preference Total
Preference
Entertainment industry 3 2 1 6
Sports public relations 3 1 0 4
Media relations 1 2 3 6
Integrated marketing 1 1 2 4
communications
Corporate communication 0 0 3 3
Special events 0 2 0 2
management
Government relations 0 2 0 2
Financial/investor 1 0 1 2
relations
Fashion public relations 1 0 0 1
Community relations 1 0 0 1
Strategic planning 0 0 0 1

Industry or profession? profession, or a stepping-stone to another


This question sought to elicit responses from career. As seen in Chart 4, a clear majority of
students as to whether they consider public female students perceive public relations to be
relations to be an industry, occupation, an industry.

Chart 4: Female students’ perception of public relations

80%

70%

60%

50%

40%

30%

20%

10%

0%
Industry Occupation Profession Stepping Stone

PR Journalism Other Media

19

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
As depicted in Chart 4, at least 60% of Amongst males surveyed (see Chart 5),
female students, regardless of degree major, industry attracted the largest ranking. Yet,
perceive public relations to be an industry; the proportionally, more males placed emphasis on
second highest ranking was ‘occupation’. The public relations being a profession than their
category ‘profession’ attracted just over 10% of female counterparts.
respondents’ preferences.

Ethics were clear: personal values clearly dominate,


Several questions were posed about ethics. The though with second preferences taken into
first asked students to imagine they worked as a consideration, an Industry Code of Conduct
public relations practitioner and faced an emerged more strongly. Both outranked other
ethical dilemma, and then to rank the possible responses, such as a workplace or
importance of possible influences on their organisational code of conduct. Societal
responses to the situation. Table 9 shows the expectations and international ethical
results of both public relations and journalism expectations ranked very lowly in the ethical
female students. For both cohorts the trends decision making process.
Table 8: Influences on a public relations ethical dilemma:
Female public relations and journalism students’ preferences

Responses in brackets = journalism students

Major Influence 1: Highest 2 3 4 5: Lowest


Preference Preference
Personal values 19 (19) 4 (5) 6 (7) 5 (6) 7 (9)
PR industry code of 9 (16) 19 (16) 5 (9) 6 (5) 2 (0)
conduct
Workplace code of 8 (5) 5 (11) 14 (15) 10 (7) 4 (3)
conduct
Societal 4 (4) 8 (6) 10 (7) 7 (8) 11 (19)
expectations
International ethical 3 (2) 2 (5) 7 (9) 13 (13) 16 (15)
expectations

Table 9: Influences on a public relations ethical dilemma:


Male students’ first two preferences

Major Influence Public Journalism Law Other Media Total


Relations
Personal values 5 6 1 5 17
PR industry code of 5 3 1 2 11
conduct
Other 0 1 0 2 3

Personal values and Industry Code of At the end of semester students were asked
Conduct again ranked favourably amongst male their opinion as to whether the discipline of
students (all majors). public relations has an ethical basis.

Table 10: Public relations has an ethical basis – male students’ preferences

Major Influence Public Journalism Law Other Media Total


Relations
Neutral 5 5 1 3 14
Agree 4 2 0 2 8
Strongly Agree 1 2 0 3 6
Disagree 0 1 1 1 3
Strongly Disagree 0 0 0 0 0

Proportionally, more female students (all relations has an ethical basis than male
majors) believe that the profession of public students.

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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
Table 11: PR has an ethical basis – female students’ first two preferences

Major Influence Public Journalism Law Other Media Total


Relations
Neutral 22 23 2 4 51
Agree 14 17 0 1 32
Strongly Agree 6 9 2 3 20
Disagree 1 4 0 2 7
Strongly Disagree 0 1 0 0 1

Discussion
Study uniqueness being media savvy, and having a heightened
This research study is significant in terms of vocational interest in employment after
unique methodology and key results. First, it graduation, many public relations students in
focused on a cohort of newly enrolled this study entered their degree with common
undergraduate communication students in an misperceptions about public relations and fairly
Australian setting. Second, it sought to capture limited understanding of public relations’
their attitudes and perceptions at the broad-based nature. Such attitudes were
commencement of study. Students were reflected, for example, in the almost negligible
intentionally surveyed with minimal responses to ideal job positions, in areas such
information about public relations as an as internal communication, investor relations,
academic discipline or a career choice. This research, and, strategic planning.
contrasts with Xavier et al.’s (2006) study This study revealed some interesting results
which “followed [emphasis added] a series of especially when the responses to the second
lectures on public relations careers and survey were contrasted with the first survey.
different areas of practice to ensure that While questions such as glamour, good
students had some exposure to their different reputation, and influences on perceptions
options” (p. 84). Third, this study differentiated elicited a change in sentiment between the
responses by gender and programme sequence, surveys, some other responses were little
important variables overlooked by scholars changed. For example, (all) female students’
(Bowen 2003; 2009). Female students perception of public relations as glamour had
outnumbered male students by at least three-to- halved by the end of the course. A much
one in this study, and “addressing this issue is smaller male cohort also experienced a decline
of critical importance to the profession” in perceptions of glamour by semester-end. It
(Farmer & Waugh, 1999, p. 238). One of the might reasonably be thought that such modified
highlights of Salt and Shein’s (2012) public attitudes might also be reflected in responses in
relations industry report was the impact of the broader question of whether public relations
gender imbalance on recruitment of senior has a good reputation. However, there was little
public relations staff. Their report concluded: change between the two surveys on students’
“with the corporate affairs profession perceptions about whether public relations has
increasingly dominated by women, the issue of a good reputation. The majority of students,
gender diversity is becoming an issue’’ (Salt & regardless of gender or degree major, continued
Shein, 2012, p. 3). to hold neutral attitudes. This included female
Key findings public relations students, who were little
In terms of preconceived notions about public changed in responses between the two surveys,
relations, this study’s results were fairly except for some movement from disagree to
consistent with Bowen’s studies (2003; 2009) neutral. Responses from all male students
that identified glamour as a major perception demonstrate that the public relations industry
held by students, initially, at least. Despite also has an entrenched issue of reputation. It is
therefore somewhat disconcerting that public
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Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
relations has such a poor image among the next 11), while a survey, mainly of senior public
generation of practitioners. relations practitioners in Sydney noted that ‘‘at
Despite having relatively poor or ambivalent the recruitment level, some practitioners admit
reputation – amongst this cohort and in the they are now actively exercising positive
broader community – public relations discrimination towards male candidates in an
paradoxically remains highly attractive as an effort to increase gender diversity on their
undergraduate university degree, especially teams’’ (Salt & Shein, 2012, p. 24).
among women. These important questions, Industry and its peak bodies may take heart
with few exceptions (Smith, 2006), have been from student responses to ethical questions. For
under-explored in an Australian context. In this instance, students ranked an Industry Code of
study female student respondents outnumbered Conduct as one of the main factors that would
males 3:1, and across the total student cohort influence their attitudes when confronted with
studying public relations at UNSW (i.e. an ethical dilemma in the workplace.
including those who did not complete surveys) Surprisingly, a code of ethics in a workplace
the ratio of female to male students is 6:1. attracted little support, though students
This study also found that the mass media highlighted their personal values as a guiding
strongly influences at least one-in-two students’ light.
perceptions of public relations. It is therefore In terms of the general perception of public
not surprising that students have mixed relations, more than 80% of students surveyed
preconceptions about public relations and at semester-end said their perception had
intended careers. In this respect, this study’s changed as a result of studying a public
findings align with Xavier et al.’s study (2006). relations course: the numbers were slightly
Bowen (2003) argued that the “insular higher amongst journalism and other non-
behavior” of educators and the public relations public relations major students. While this
industry “allows negative representations found question did not specify it, the intent was to
in the mass media to be accepted without measure changed attitudes in a positive manner.
question, and the infamous ethical lapses of It is therefore surprising that despite this strong
some firms add to the perception that public response, there was little evidence that altered
relations is manipulation” (p. 210). This study attitudes translated into more realistic views
confirms that public relations educators and about the public relations industry.
industry have a major role to play in This study also sought to elicit an ideal/ised
communicating the strategic and ethical nature job. Caution needs to be applied before
of public relations. comparing such responses with Xavier et al.’s
Another salient finding was that public (2006) results as the latter exposed students to
relations students, regardless of gender, did not the public relations industry before the survey.
perceive the industry’s gender imbalance as This study, focused on new students,
having a negative influence on their career. considered it premature to consider ‘career
Nearly one-third of both male and female outcomes’ and did not expose students to such
public relations respondents thought the information. Nevertheless, in broad terms a
dominance of women in public relations might preference for employment in events
assist their respective careers, while another management and promotion was prevalent in
one-third (male) and half (female) public both Australian studies.
relations students thought it would have no
Limitations and further research
(adverse) consequences. Only one female
public relations student thought the gender This study has a number of limitations. First,
imbalance would be a disadvantage. These public relations’ popularity, especially amongst
responses are largely at odds with several females, is an important subject. This study
recent Australian surveys. Wolf and de Bussy highlighted gender as an important variable and
reported that ‘respondents felt that there were has provided some evidence of differences in
‘too few males’’ entering the industry (2008, p. expectations between young males and females.
Although outside this study, it is important to
14
Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
note that there is a dearth of information as to choose not to study public relations? Anecdotal
why young people, especially males, are not feedback from students over a number of years
attracted to study public relations. That so few suggests a few trends, which while generalised,
males are entering public relations is a fact are possibly worthy of consideration. When
often noted, but rarely explored. The small public relations is embedded in Arts, males
number of male students sampled, while especially perceive it as a ‘softer’ discipline
providing interesting responses for analysis, do and lacking a ‘business purpose’. Conversely, a
not allow a fuller appreciation of why more majority of female students are either reluctant
male students do not study public relations. to or cautious studying public relations in a
What we don’t know from this study is if business/management faculty, given the
public relations’ reputation for ‘glamour’ inclusion of quantitative and statistical-like
and/or its female numerical intensiveness or units in business/commerce degree. More
dominance, might be factors that give rise to research needs to occur to test the veracity of
male students exploring other study or work these ‘trends’.
options, and what they may be. Further, has a
Recommendations
growth in other specialist degrees, such as
sports management, attracted males away from There are several recommendations arising
public relations degrees? Such information from this study. First, student perceptions of
might enhance our understanding of public public relations are highly relevant to the
relations’ reputation. ongoing practice of public relations and the
With only one possible Australian precedent next generation of practitioners. The solid
(Xavier et al., 2006), the extent to which the growth in public relations education in
results of this study might be representative of Australia over the past two decades in
other students studying public relations in the particular has not been accompanied by
same city (Sydney) or across Australia is (at adequate planning and analysis of the
this point) unknown. Some possible factors for implications; on another front, PRE has not
consideration: first, respondents were among been a panacea for the industry’s dual quest of
the foundation public relations cohort at UNSW professionalism and reputation. We still know
(a ‘sandstone’ or member of the Group of Eight too little about why students chose to study
(G8) Universities in Australia); second, for public relations and how the next generation of
privacy reasons, respondents were not asked public relations practitioners views the
their high school educational levels, geographic industry. Such questions might be included as
location or postcode. The latter might have part of a larger and national study of PRE in
been one possible indicator of the Australia, similar in purpose and structure to
socioeconomic status. the United States’ precedents. An industry
Notwithstanding these possible limitations, group, such as the PRIA, which has a dedicated
this study hopefully might help to inform future Education Advisory Group, might be the
PRE and the public relations appropriate vehicle to take the lead and it is
profession/industry. On one level it aims to recommended that the PRIA allocate sufficient
give students greater recognition as publics in funding for this to occur in the foreseeable
PRE. On another level, this study has identified future.
deficiencies in knowledge about public Second, while this paper acknowledges the
relations that many would-be public relations significance of educators and practitioners, it
practitioners hold when they enter university. nonetheless believes that students offer
Further research is required to examine perspectives that may help educators to shape
relationships between PRE and student curricula, especially first year courses focused
perceptions. Does the location of public on principles and fundamentals of public
relations in Arts in most Australian universities relations. Undoubtedly, a range of factors
have a bearing on perceptions of prospective impinge upon public relations curricula, such as
public relations students, including those who budgets, the ‘housing’ of public relations
within academic disciplines areas, enrolment
15
Gleeson, D. J. (2013). Undergraduate students’ perceptions of public relations:
An Australian study. PRism 9(1): http://www.prismjournal.org/homepage.html
numbers, and perceptions held by university misconceptions among students in the public
administrators. To this list may be added relations principles course, Public Relations
aspiring public relations students, who deserve Review, 29 (2), 199–214.
recognition as a salient public in PRE. Bowen, S.A. (2009). All glamour, no substance?
Marketing campaigns by tertiary institutions How public relations majors and potential
appear to have generated a good investment majors in an exemplar program view the
yield in terms of student recruitment, though industry and function. Public Relations Review,
they have done little to dispel widespread 35 (4), 402–410.
misperceptions about public relations, such as
glamour, the lack of strategic basis, and the Callison, C. (2001). Do PR practitioners have a PR
absence of professional recognition. Industry problem? The effect of associating a source
and peak bodies also have a larger with public relations and client-negative news
responsibility to communicate with confidence on audience perception of credibility. Journal
and clarity the inherently strategic nature of of Public Relations Research, 13, 219–234.
public relations. Callison, C. (2004). ‘The good, the bad, and the
Despite contributions cited earlier in this ugly: Perceptions of public relations
paper, PRE in Australia remains a fertile area practitioners’. Journal of Public Relations
for research. Xavier et al. (2006) concluded that Research, 1(4), 371–389.
“a more detailed examination of curricula Chia, J. (2009). Intercultural interpretations:
would be useful to understand how different making public relations education culturally
areas of [public relations] practice are presented relevant. Journal of University Teaching and
to current students” (p. 93). While supporting Learning Practice, 6(1), 40–43.
this view, a preliminary step might be
Commission on Public Relations Education
encouraging universities to deliver more
(2006). The professional bond. Retrieved from:
accurate communication campaigns about
http://www.commpred.org/theprofessionalbond
public relations, which attracts better informed
/index.php
public relations students. In this regard, the
PRIA could play an active leadership role, not Dessinger, D. (2008). Public relations: Not as
dissimilar to the vision articulated by its glamorous as Samantha Jones wants you to
founders in the 1950s and 1960s (Gleeson, believe. Available at:
2012b). Prospective public relations students http://womeninpr.wordpress.com/2012/01/23/p
would benefit from knowing that public ublic-relations-not-as-glamorous-as-samantha-
relations is not narrowly focused and jones-wants-you-to-believe/
glamorised, but a multi-disciplinary de Bussy, N.M., & Wolf, K. (2009). The State of
professional discipline that is central to the Australian public relations: professionalization
effectiveness of organisations. and paradox. Public Relations Review, 35, 376–
381.
Devin, R.M. (2007). Rescuing PR’s reputation.
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