Dear Mr Srinivasan,
I am a faculty but still a student. I am also on the board of studies with two universities. I am presently associated with AP State Council of Higher Education in preparing syllabus for UG/PG courses of PR in AP Universities. You raised a good issue and asked both students and faculty to react. While agreeing with what has been said by Mr Surkund and Mr CJ Sing, I would like to share my understanding of the present day 'industry endorsed PR education'.
In western systems of education, there are "major" subjects among minors to specialize at certain levels to keep pace with trends and requirements. To some extent, international/ corporate/private colleges in India whose business is to sell education in the guise of 'knowledge transfer' are able to offer such kind of courses. They can even fly-the-faculty from different parts of the Globe. But the fee is prohibitive. No ordinary student who aspires to prosecute such studies can afford to it. Of course, there are clients to such commodities.
Indian Universities, on the other hand make efforts to update patterns of courses, structure of syllabi etc but by the time these things could take a shape, they become out-moded, yet relevant, because Indian system of education is wholesome at every level. For example, if PR is to be taught even at post graduate level, a bit of history, a potion of management, a dose of media, a bit of ethics, a measure of sociology are also taught to give an idea of closely related subjects as well as remotely related subjects. Because of this, India is able to produce both Generalists as well as Specialists in every field of knowledge.
In terms of employability, those who possess the so called 'industry endorsed' PgCert or PgDip of 9 months or 12 months duration either in Journalism or Masscom or Public Relations are acceptable to industry to the extent of 95%. The simple reason behind this is 'what a candidate possesses is what Industry expects', a mere stylish communicative English and a few personal selling techniques. I strongly believe, we are mis-judging the Industry expectations. Here is a mis-match.
"There is always a yawning gap between PR education and PR educators on one side and the Industry on the other", as observed by seniors in the profession, like Dr CVNR. This kind of a situation is not exclusive to India.
As far as PR profession is concerned, the situation is similar even in advanced countries as seen from the recent reports of Global Alliance and of a Commission on PR Education in USA.
When we talk about PR Educators and their stuff we have to be prudent. The permanent faculty in Universities and Colleges is insufficient. The right kind of visiting faculty is scarce. Can any PR practitioner, public or private, whose economic objective is different, spare an hour a week to teach? The remuneration offered by the conventional universities is almost nothing. Only those who are committed to teaching and committed to profession are doing it for decades and producing excellent PR managers.
Teaching, Education, Instruction & Learning are different things. It appears as though 'devils reciting Vedas' if an unprofessional comments on a subject that can be taught only by professionals. We read lessons about the Emperor Ashoka in primary classes. We also read about the same Emperor at PG level as part of Ancient Indian History. Repetition is neither wrong nor boring. Course contents are not novels to impress or entertain somebody, but written to inform and educate the knowledge seekers. It all depends on how effectively it is taught and how interestingly it is learnt. "My Education began when my schooling ended", said a great scholar. The actual process of learning starts only after entering into the practical world. "Jnanam Samyaagavekshanam" , Wisdom lies in proper perspective!
Regards,
Y. Babji
Hyderabad
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