The dire need for multiculturalism in public relations education: An Asian perspective

Abstract

Public relations (PR) education has not kept pace with the rapid globalisation that has occurred since 1992. The existing PR body of knowledge, and PR curricula around the world, have a US bias. In order to prepare PR students in various parts of the world to become effective multicultural professionals it is essential for experiences and perspectives from other continents to be integrated into PR education. The complexities of societal factors such as culture, political systems and media systems make Asia a challenging place to conduct strategic PR. It is time for educators to integrate experiences from other continents into the PR body of knowledge, thereby building PR curricula that contribute to training truly multicultural PR professionals.

Citation

Sriramesh, K. (2002), "The dire need for multiculturalism in public relations education: An Asian perspective", Journal of Communication Management, Vol. 7 No. 1, pp. 54-70. https://doi.org/10.1108/13632540310807250