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Outsourcing public relations pedagogy: Lessons from innovation, management futures, and stakeholder participation

Willis, Paul and McKie, David (2011) Outsourcing public relations pedagogy: Lessons from innovation, management futures, and stakeholder participation. Public Relations Review, 37 (5). pp. 466-469. ISSN 0363-8111

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Abstract

In this article, we advocate for innovation in public relations pedagogy by importing ideas and practices from four areas. The first area involves work on disruptive technology and education that applies lessons from Silicon Valley innovations to high school education. The second area considers how knowledge management and project management findings confirm the value of teaching as the cocreation of knowledge. The third draws parallels between the challenges of moving from traditional to future management and moving from traditional to future education. All three areas offer models for innovation by adopting a more improvisational, experimental, and risk-taking ethos in education. In the fourth area, we shift from theoretical advocacy to look at how these innovations feed into an example of public relations pedagogy as co-created stakeholder participation.

Highlights

► The paper calls for a more improvisational, experimental and risk taking ethos in education. ► We apply to public relations pedagogy innovations from Silicon Valley linked to disruptive technology. ► We consider knowledge and management approaches that emphasize co-creation. ► We discuss the educational challenges generated by moving from traditional to future management approaches. ► We discuss an example of public relations pedagogy as co-created stakeholder participation

Item Type: Article
Uncontrolled Keywords: Public relations, Pedagogy, Innovation, Stakeholder participation
Subjects: H Social Sciences > HF Commerce
Schools: Huddersfield Business School
Depositing User: Sally Hughes
Date Deposited: 31 Aug 2017 10:19
Last Modified: 31 Aug 2017 10:19
URI: http://eprints.hud.ac.uk/id/eprint/33074

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