The examples provide a cultural base for constructing a theoretical model by synthesizing research from intercultural communication and international public relations. A perennial issue in the journalism and mass communication professions is whether students are acquiring the skills they need to enter and thrive in an ever-changing work environment. This paper reports the results of an electronic mail survey of public relations educators about how they integrate new technology use and instruction into their curricula. The second phase of the study will survey public relations practitioners about technology skills they require of entry-level employees. The benefits of student participation are well documented, but rewards systems evaluate faculty on teaching, research, and service.
Most universities place the greatest importance on research and then teaching.
This study examines whether advising student competitions, particularly the Bateman Case Study Competition, helps or hinders an academic career. Fifty-five advisors of the 1997 Bateman Case Study Competition responded to a survey that measured the importance of their advising in decisions on tenure, promotion, and merit bonuses. The paper explores a number of studies that indicate that such a discrepancy does, indeed, exist and suggests that as long as it does, it will keep public relations practitioners from playing a significant role in corporate decision-making. It is theorized that new technologies allow corporations to bypass media screens and increase control over message and message environment at emergent sites. Two hypotheses are then tested through a telephone survey of senior public relations executives at 35 of the Fortune 500 companies and through an analysis of actual expenditures in sites during the 1990s.