MOUNT PLEASANT, MI: Central Michigan University has launched a new integrative PR (IPR) program, focusing not only on APR requirements but also on building contemporary skills requested by local practitioners.
MOUNT PLEASANT, MI: Central Michigan University has launched a new
integrative PR (IPR) program, focusing not only on APR requirements but
also on building contemporary skills requested by local
’The interdisciplinary nature of the program was driven by our survey of
individual professionals,’ said IPR program chair Rick Sykes. ’They were
looking for PR students with business knowledge, multimedia training and
integrated marketing knowledge.’
PR students are now required to choose from electives in the subjects of
organizational communication, broadcasting, business and multimedia
design. Other courses range from marketing strategies for entrepreneurs
to lobbying and interest groups.
’It’s a very innovative idea,’ said Clarke Caywood, chair of the
integrated marketing communications program at Northwestern University.
’PR programs have traditionally left business and marketing aspects out,
but to be a player at the table with MBAs you cannot be
The IPR program also tackles the basics. Practitioners surveyed still
list writing as the most important skill for students to develop, so
public relations writing remains a core requirement, as do case studies
and a mass media survey class.
Before students can register for the IPR major, they are required to
complete an introductory course that requires them to shadow a PR pro
for a day. ’We want students to know what they’re getting into,’ said
course instructor and IPR council member Diane Krider.