Document Type : Research Paper

Authors

• MASOUD RASTIN ¹
• Hossein Afkhami ²
• Reza Saberi ²

¹ PhD in Communication Sciences, Faculty of Communication Sciences, Allameh Tabatabaii University, Tehran, Iran

² Public Relations, Faculty of Communication Sciences, Allameh Tabatabai University, Iran

Abstract

Public relations, due to its scientific and practical dimensions, requires continuous improvement and development, which can enhance the competencies of graduates. This research examines four key aspects of public relations education in Iran: skills, knowledge, internships, and updating. The study was conducted using surveys and questionnaires, with the statistical population including public relations experts in governmental and non-governmental organizations with over 100 employees in Tehran, including managers and professionals who graduated in this field. A multi-stage sampling method was used to select the participants.



The results of the research show that internships, with an average of 3.76, were identified as the most important educational method. Following that, the teaching of specialized knowledge had an average of 3.71, and skills training had an average of 3.69, while updating knowledge and skills ranked last with an average of 3.43. These findings emphasize the significance of combining practical and theoretical education. Public relations, as a dynamic profession, requires specialists with broad knowledge in communication, management, technology, and strategic thinking. Industry-based internship models align most closely with the actual needs of this profession. Additionally, for updating, professionals should use various methods, such as specialized media, training courses, and conferences, to address the complex and changing challenges of this field.

Keywords

• Education
• Public Relations
• Skills
• Knowledge