Education Commons^™

Assessing Public Relations Student Learning And Performance In Real World Client Campaigns And Projects, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

Extensive research affirms the benefits of engaging public relations undergraduates in campaigns and projects for real world clients. At the same time, instructors often have difficulty evaluating student learning and performance in such work, for three reasons: (1.) In order for the work to truly be real world, instructors must allow students a high level of autonomy. (2.) Clients are often poor judges of appropriate public relations practice. (3.) Students often hesitate to inform instructors of strategic challenges or team member negligence or malfeasance. This poster session presents a brief overview of assessment concepts affirming why it is important to …