TITLE

The Times They Are a Changing...and So Should PR Training

AUTHOR(S)
Rose, Pat
PUB. DATE
March 2002
SOURCE
Public Relations Quarterly;Spring2002, Vol. 47 Issue 1, p14
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article puts emphasis on change in public relations training in light of changing demography of the United States. Today ethnic diversity characterized the United States. It can be expected that the Hispanic population will remain distinct, all the more so because of the continuing influence of new immigration, the critical size of Hispanic enclaves in many major urban areas, and the cultural importance of the family. Based on this, there is no question that the ethnic market in general, and the Hispanic market in particular, should become increasingly important to both public relations and advertising professionals and agencies. In order to start to look at the implications of the growing Hispanic market, one needs to look at what criteria Hispanic firms desire in employees and what the current educational system is providing. While agency executives still looked for proficiency in such traditional areas as principles of communications, English writing, strategic thinking, communications research and integrated campaigns, they believe that it is far more important that entry-level employees are knowledgeable about Hispanic specifics.
ACCESSION #
6429856

 

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