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Our study will investigate
the importance of PR knowledge to PR Practitioners from the students’ perspective. Qualitative approach will be used, as we need to explore students’ intentions, motivations and subjective experience (Daymon and Holloway, 2002).
Recently published article on the career pages of The Princeton Review (USA) proclaims that PR degree is not necessary for PR profession and indirectly states that having a general knowledge is satisfactory. As a result, hot discussion has emerged on the internet between PR professionals.
With regards to the debate, we decided to bring deeper insight into patterns of PR understanding and highlight the problems of PR identity from the students’ point of view.
In our research we will also examine
Weisgerber (2007) hypothesis “PR is just a skill and there is no theory behind it”
Practical value of the research will be answers to questions: what are students’ views on the importance of PR knowledge, motivation to study PR, career expectation.
We propose two stages of investigation: semi-structured personal interviews and questionnaire survey.
Semi-structured interview allows us a greater depth of enquiry and response level. Questionnaire survey will complement the findings of qualitative method. Study will reflect experience of participants.