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Public Relations professionals get answers to questions on importance of continuing education
The luncheon may have been for public relations professionals, but the information is essential for undergraduate students as well: Graduate degrees are important, for the most part.
The Public Relations Association of the Southwest hosted a panel of experts to discuss higher education opportunities and the benefits thereof for communication professionals in PR. NMSU's very own professor of journalism, Sean McCleneghan, along with UTEP Graduate School Dean Patricia Witherspoon, talked to a room of local PR professionals on whether furthering their education will help their careers.
According to Witherspoon, the trend in the PR profession is becoming extremely focused in areas such as government, medical and business PR, as well as crisis management. However, devoting too much time to refining any specialty may act as a deterrent for potential employers.
"I say to students after they get a baccalaureate degree to go get professional experience to know what you like and what you're good at; then you can return for a graduate degree," Witherspoon said. "It's the same for professionals. Don't just go to grad school because you've got nothing better to do, make it worth the while."
Luncheon attendee Kelly Jameson agreed, saying, "Companies today want PR professionals who know a little bit about everything, and someone who has spent a career in a specialty field has narrowed their focus of communication." Jameson is the director of public relations for Mithoff Burton Partners, a marketing and communications firm, and also a graduate of the NMSU journalism program.
McCleneghan stressed his main point of versatility. Being a technician requires an aptitude for public speaking, media convergence and news writing.
More opportunities come when an individual possesses the general skill set, professional experience and an advanced degree. This is what employers are looking for. The advanced degree alone doesn't necessarily mean more opportunities for PR counseling or other higher-ranked positions in the PR field.
Both speakers agreed that if an individual is interested in teaching, an advanced degree in PR is most certainly valuable because of the theoretical components to a master's degree program curriculum.
While NMSU does not have a master's degree program for PR, several journalism students continue on for a communications master's or an MBA. UTEP students have the opportunity to create a tailored master's program that can include a PR project, a seminar in organizational communication and classes on methods, theories and conflict management.
Witherspoon said students have some leeway for independent course study and several have had positive experiences in dealing with their publics for the PR project.
"I'm pro-graduate degree. If you've got a passion for something and want to pursue it, then go for it," McCleneghan said. "But don't be afraid to not have a master's degree."
Written by Susan Prosoco.