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Cultural diversity preparedness of public relations students for the public relations industry
Author(s)
Onganga Sende, Jeffrey Vladimir
Date Issued
2021
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Public Relations Practitioners (PRPs) today operate in a globalised and multicultural
environment and have the responsibility to engage with diverse audiences, regularly. As
such, cultural diversity knowledge has become an immensely crucial component to
succeed in the PR-industry. However, what is not clear is the extent to which
universities equip PR students with cultural diversity knowledge - to satisfy industry
expectations and thrive in the workplace.
This study aimed to establish the magnitude of equipment, of Public Relations students
in cultural diversity knowledge, to meet the ’industry’s expectations. This research
helped determine the significant role played by cultural diversity knowledge as part of
the learning process for PR students. In an era of globalisation, PRPs should typically
understand various cultures and the implications on industry practice.
The methodology used to conduct the research is qualitative. The method presented
the opportunity to look at the structure of the PR programme at CPUT to assess the
level of cultural diversity. This was achieved through interaction with students and
lecturers, as well as a review of the curriculum and an overview of the measures put in
place. The research methods utilised for collecting data are interviews, with the help of
focus group discussions, and an in-depth analysis of the research documents. The
research helps to measure whether students require practical training on cultural
diversity before entering the PR field.
The data analysis and findings of the study suggest that PR students at CPUT have
significant knowledge regarding PR systems on a theoretical basis. However, the data
revealed that while students do receive knowledge on cultural diversity, they lack the
practical know-how on how to apply this information provided to them, in the
professional environment. The research revealed various traits, challenges, benefits,
attributes, and importance of cultural diversity in organisations. Tertiary institutions can
use the results obtained in this study to adapt the PR curriculum for students to be more
equipped in the area of cultural diversity preparedness.
environment and have the responsibility to engage with diverse audiences, regularly. As
such, cultural diversity knowledge has become an immensely crucial component to
succeed in the PR-industry. However, what is not clear is the extent to which
universities equip PR students with cultural diversity knowledge - to satisfy industry
expectations and thrive in the workplace.
This study aimed to establish the magnitude of equipment, of Public Relations students
in cultural diversity knowledge, to meet the ’industry’s expectations. This research
helped determine the significant role played by cultural diversity knowledge as part of
the learning process for PR students. In an era of globalisation, PRPs should typically
understand various cultures and the implications on industry practice.
The methodology used to conduct the research is qualitative. The method presented
the opportunity to look at the structure of the PR programme at CPUT to assess the
level of cultural diversity. This was achieved through interaction with students and
lecturers, as well as a review of the curriculum and an overview of the measures put in
place. The research methods utilised for collecting data are interviews, with the help of
focus group discussions, and an in-depth analysis of the research documents. The
research helps to measure whether students require practical training on cultural
diversity before entering the PR field.
The data analysis and findings of the study suggest that PR students at CPUT have
significant knowledge regarding PR systems on a theoretical basis. However, the data
revealed that while students do receive knowledge on cultural diversity, they lack the
practical know-how on how to apply this information provided to them, in the
professional environment. The research revealed various traits, challenges, benefits,
attributes, and importance of cultural diversity in organisations. Tertiary institutions can
use the results obtained in this study to adapt the PR curriculum for students to be more
equipped in the area of cultural diversity preparedness.
Additional information
Thesis (MTech (Public Relations))--Cape Peninsula University of Technology, 2021
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