Academic Qualification in the Field of Public Relations in Arab Universities: An Applied Study on a Sample of Study Plans for Public Relations Bachelor's Programs
, Vol.12
, Fifty-Fourth Issue - Part 1
PP:7-8
Authors:
Prof. Dr. Abdulmalek Aldanani-Professor of Mass communication,Public Relations & Advertising Department,Liwa College - Abu Dhabi ,
Dr. Khalid Abd Allah Ahmed Dirar-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,,Liwa College - Abu Dhabi
Dr. Amor Ben Amor-Associate Prof. & Head of Public Relations Dep.,Public Relations & Advertising Department,,Liwa College - Abu Dhabi
Abstract:
This study addressed the topic of "Academic qualification in the field of public relations in Arab universities, applied to the study plans for Bachelor's programs in public relations in a sample of Arab universities", through analyzing the study plans for public relations programs in the study sample.
It aimed to: identify the study plans prescribed for public relations programs in the departments and faculties of media in Arab universities, monitor the factors affecting the quality of teaching public relations programs in the departments and faculties of media in the Arab universities under study, and know the number of hours of theoretical courses versus applied courses in public relations programs in the departments and faculties of media in Arab universities, in addition to identifying the extent to which the study courses are compatible with the requirements of the labor market and digitalization applications in organizations.
The study is considered a descriptive study, based on the survey method. To obtain the primary data for the study, content analysis was used with the aim of analyzing the content of the study plans for public relations programs according to the units of analysis and their categories that will be determined later.
The study reached a set of results, including: There is a variation in the distribution of teaching hours for public relations programs in Arab universities and in their naming. There is difficulty in distinguishing between theoretical hours and practical courses for public relations programs in the study sample in Arab universities, due to the lack of course descriptions on the websites of the universities under study. The study indicates a decrease in the number of courses with a digital nature, which is an indicator of the weak level of development of public relations programs in Arab universities. The majority of the programs under study are not modern, and have remained the same for a period that is not short, despite the developments brought about by the communications and information revolution, especially in the field of communication technologies and the constantly renewed requirements of the labor market. The study indicates that public relations programs in Arab universities each include a course for external practical training (field), without including separate courses for internal training. In this context, some universities allocate more than one course for training, such as first training and second training, while some universities allocate one course for training, but it extends over two semesters. The study shows that the majority of public relations programs in Arab universities - the study sample - use graduation projects more than graduation research, which has been prevalent in these programs for a period of time.
Key Words:
Qualification, Academic Qualification, Public Relations, Arab Universities, Media, Communication.
Research Language:
Arabic
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