An assessment of work-integrated learning for public relations in an open distance learning context

Abstract

Innovation and creativity on a wide front and at all levels and functions of the organisation are key to the survival of global business (Yeo & Sriramesh 2009; Goodman in Swart 2012). This is of particular relevance to the field of public relations (PR) as an organisational function. Challenges facing organisations subsequently demand that PR shifts its focus in an attempt to contribute effectively to the survival of the organisation. It is evident that the current educational landscape is similarly challenged to operate and survive in a changing world and a modern society (Unesco 2002; Van Rooijen 2011). This conversely impacts the workplace contexts in which its students will be employed. Against this background, the question contributing to this study was whether prospective PR professionals possess the necessary skills to add value to organisations in their attempt to meet the challenges they face today (DiStaso, Stacks & Botan 2009; Le Roux & Naude 2011). For PR it is therefore essential to match theoretical learning with practice, to ensure that the function operates effectively in the broader organisational context. The main aim of this study was to determine the industry-relatedness of the current WIL approach of the Public Relations Management qualification of Unisa, through investigating the distance learning context within which it functions, exploring the function and roles of PR professionals in South Africa and determining the value and benefits of WIL in preparing students for the PR workplace from an open distance learning (ODL) perspective.