Journal article
Employer expectations of public relations graduates’ transmedia storytelling proficiency
PRism, Vol.10(1), pp.1-9
2013
Abstract
The rapid evolution of information and communication technologies presents challenges for public relations educators as they seek to develop pedagogical approaches that balance theoretical concepts with a practical or 'working' knowledge of new media platforms. The incipient practice of transmedia storytelling in public relations contexts offers a timely example of this pedagogical flashpoint. In this study, the authors explored the incorporation of transmedia storytelling within current public relations practice and employer expectations of the transmedia storytelling proficiency of recent public relations graduates. The study took a qualitative approach with findings based on 15 semi-structured interviews with senior public relations professionals from four Australian states and five industry sectors. Findings suggest transmedia storytelling campaigns of varying complexity are a common characteristic of contemporary public relations practice, and that digitally literate graduates who can provide evidence of a solid theoretical knowledge and practical skills in relation to transmedia storytelling are highly sought after by the practitioners who took part in the study.
Details
- Title
- Employer expectations of public relations graduates’ transmedia storytelling proficiency
- Authors
- Richie Barker (Author) - Monash UniversityKaren E Sutherland (Author) - Monash University
- Publication details
- PRism, Vol.10(1), pp.1-9
- Publisher
- Bond University
- Date published
- 2013
- ISSN
- 1448-4404
- Copyright note
- Copyright © 2013 The Authors. The authors of this article have elected, in the interests of open dissemination of scholarly work, to provide this article to you in open access format. This means that, in accordance with the principles of the Budapest Open Access Initiative (http://www.soros.org/openaccess/), you may freely copy and redistribute this article provided you correctly acknowledge its authors and source, and do not alter its contents.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449241002621
- Output Type
- Journal article
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