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Using communities of practice theory to teach Public Relations in higher education: a case study of an international undergraduate course

  • This paper introduces and empirically illustrates a pedagogical approach to teaching Public Relations (PR) in higher education. The approach is based on the Communities of Practice theory (Wenger, 1998). Based on this theory and for the purposes of this paper, learning is perceived as (1) a participation in a practice of (2) a social community and (3) the understanding of this practice. The pedagogical approach to teaching PR entails the facilitation of these three elements. The approach is illustrated through a case study. The authors conducted an international undergraduate course to teach students how to conduct a social media campaign to raise engagement for social issues. Twenty students from Netherlands and Germany enrolled. The paper offers an integrated understanding of theory and practice (see Wenger, 1998, p. 48). It contrasts many current approaches in PR education, which tend to differentiate between PR theory and practice. PR educators are encouraged to facilitate an equal negotiation between theory and practice and to enable students to match whatever is theorised with practice and whatever is practiced with theory.

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Metadaten
Author:Dimitrij Umansky, Igor ter Halle
Title (English):Using communities of practice theory to teach Public Relations in higher education: a case study of an international undergraduate course
URN:urn:nbn:de:bsz:959-opus-13041
Document Type:Conference Proceeding
Language:English
Year of Completion:2018
Release Date:2019/04/23
Tag:Blended Learning; Communities of Practice; Higher Education; Public Relations
Pagenumber:15
First Page:1
Last Page:15
Note:
European Public Relations Education and Research Association 20th Annual Congress, 27.-29.09.2018 in Aarhus, Dänemark
Faculties:Fakultät MKT / Institut für Kommunikationsmanagement
DDC classes:300 Sozialwissenschaften / 300 Sozialwissenschaften, Soziologie, Anthropologie
Review Status:Unveröffentlichte Fassung