Undergraduate students ’ perceptions of public relations: An Australian study

Although public relations has been taught at tertiary levels in Australia for nearly half a century, there has never been a detailed study of why students elect to study public relations. This paper surveys attitudes and perceptions of an Australian cohort of undergraduate students studying public relations for the first time. Responses are reported by gender and major programme sequence to gain a deeper understanding. Findings include that many students hold stereotypical mass media images or at best ambivalent attitudes about public relations, while family, friends, business or government activities have little influence on those attitudes. The ‘glamour ’ of public relations is reflected in idealised job preferences of fashion public relations and event management (females) and the entertainment industry and sports public relations (males). While less than half the students consider public relations to be a profession, many would combine an Industry Code of Conduct with their personal values to navigate through ethical issues in a future workplace. The findings are germane to educators, university administrators, the industry, and its various peak bodies, notably the Public Relations Institute of Australia (PRIA). Not only do students entering public relations degrees need to be better informed about public relations by universities, there are multiple opportunities for the PRIA and the industry generally to help articulate and shape students ’ ethical and professional frameworks.