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Choosing public relations as a career : student expectations and implications for practice

Xavier, Robina J., Mehta, Amisha M., & Larkin, Ingrid K. (2006) Choosing public relations as a career : student expectations and implications for practice. Asia Pacific Public Relations Journal, 7, pp. 81-94.

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Abstract

International studies show students study public relations because they believe it is glamorous, involves public appearances and party planning, and makes people happy (Bowen, 2003; Storto, 1990). Bowen’s (2003) ‘I thought it would be more glamorous’ study established a gap between student expectations and the reality of public relations with most students expressing surprise about the diversity and depth of the discipline. Using international research as its base and drawing from the authors’ previous studies of almost 700 students, this study explores the Australian perspective to identify motivations to study public relations and preferences for positions and workplace environments.

Impact and interest:

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ID Code: 20474
Item Type: Journal Article
Keywords: Public Relations Careers, Student Career Expectations
ISSN: 1440-4389
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Deakin University
Deposited On: 15 May 2009 08:31
Last Modified: 29 Feb 2012 23:19

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