Let’s ask the question another way: Should left-brain quantitative types be teaching communications to right-brain qualitative types or at least overseeing their academic progress?

Recently, the Public Relations Society of America (PRSA) asked corporate executives if the Whartons, Haas’, Tucks, Kelloggs and oodles of other prestigious business schools should be teaching public relations to MBA candidates. The answer was overwhelming and loud and clear…”Yes!” wharton

Today, Almost DailyBrett is posing a different question:

Should the entire undergraduate and graduate sequences for the instruction of public relations and advertising (a logical extension) be taught by business schools?

This suggestion has been brought to my repeated attention by people who know both sides of the reporter/flack divide.

The thinking, which is credible, is that PR and advertising build, support and extend corporate brands. In most cases, brand is associated with a privately held or publicly traded company/corporation, directly flowing from a business strategy. Doesn’t it make sense for future PR and advertising professionals to be taught by MBAs and others holding advanced business degrees?

Strategic Business/Financial Communications

In creating an upper division college course as my master’s degree project, I was immediately struck by the opening of University of North Carolina Professor Chris Roush’s book, Show me the money: Writing business and economics stories for mass communication.

Roush recounted the story of the reporter interviewing the CEO of Humana Corporation. The CEO made several references to the regulatory SEC. The reporter asked: “Excuse me, but what does the Southeastern Conference have to do with your business?

How many students, majoring in public relations and advertising, do not know the difference between the Securities Exchange Commission and the Southeastern Conference?

showmethemoney How many more cannot explain the difference between revenues and net income?

Is gross margin increasing/decreasing or expanding/contracting?

And what constitutes accretive as opposed to dilutive when it comes to EPS?

Asking for a show of hands, there are always more than a few honest souls who openly admit they are majoring in public relations or advertising because they are not on friendly terms with numbers.

As a green public relations director back in the 1990s/2000s Silicon Valley, the author of Almost DailyBrett was asked to produce quarterly earnings releases (10-Q), the CEO letter for the annual report (10-K) and oodles of unplanned disclosures, including material  top-line or bottom-line misses, mergers and acquisitions and restructurings (8-K).

Help!

Why was I not taught how to read an income statement, a balance sheet, a cash-flow statement or how to track a stock back in college? The reason was simple: I went to journalism school.

The Five W’s, One H, The Inverted Pyramid and Who the Hell Cares?

Having acknowledged the lack of quantitative skills for the vast majority of journalism graduates, and this number definitely includes those majoring in public relations and advertising, there is still a compelling need for these students to learn journalism.

Some may differ because those who employ earned media (public relations) and paid media (advertising) are not objective. They have a point of view. PR and advertising pros want the public to do something that directly benefits their client or clients. True, enough.

Regardless, these practitioners still have an obligation to get the story right. They need to understand if a story is newsworthy or not for the intended audience(s). They need to pose the story in the inverted pyramid-style with the all-important what, when, where, who, why, how and who cares questions being answered in a concise and compelling manner.

invertedpyramid Are business schools equipped to teach journalism to PR and advertising majors? Do they want to teach journalism? Would they just outsource this responsibility to the journalism schools? They would still have ultimate oversight for these PR and advertising students.

Before these questions are all answered, let’s address another assumption, and a wrong contention as well. We are assuming that all public relations and advertising majors will be working for the greater glory and good of privately held (e.g., Dell, Subway) and publicly traded companies (e.g., Google, Amazon).

What about those who want to work in the public sector, politics, non-profits or NGOs? Yes, there are still bottom lines for all of these entities because they all have to stay in business. (Okay, the $18 trillion in cumulative debt federal government is an exception, but let’s avoid that subject for now).

Can business schools effectively teach issues management? Can they teach community relations? Can they really convey corporate social responsibility as opposed to fiduciary responsibility? Or will all of these subjects be taught by journalism schools? Do they want to teach these subjects and more? If not, why move public relations and advertising students to business schools?

The End of Journalism Schools?

If public relations and advertising students are transferred to business schools, what happens to journalism/communications schools?

First, the demographic makeup of business schools becomes more XX-chromosomes by means of the influx or public relations and advertising students, and the percentage of XY-chromosome journalism student bodies increases. Whether these results are demographically important or not, Almost DailyBrett will leave that analysis to those with higher pay grades.

Second, one must ask whether the tasks for already hard-pressed journalism school development (e.g., fundraising) professionals will become next to impossible if they lose students and graduates from two highly compensated professions?

Third, university and college politics are thorny enough without posing this transfer public relations/advertising students from J-schools to Biz schools. Is this a fight that anyone really wants to undertake? Would one jump into a venomous snake pit, if it was not necessary?

Maybe the answer lies with a hybrid approach? Keep public relations and advertising students under the J-school/Communications-school tent, but require them to take essential strategic business classes, particularly those that focus on brand management, reading income statements and balance sheets.

In return, business students should learn effective writing, grammar and persuasion skills offered by J-schools. The result may be more students, hailing from business and journalism schools, who are qualitatively and quantitatively equipped to serve as corporate public relations and investor relations technicians, managers, directors or vice presidents.

Heck, they will at least know the difference between the top-line and the bottom-line.

One can always dream. Right?

http://www.usnews.com/education/blogs/mba-admissions-strictly-business/2011/12/16/why-b-schools-need-to-teach-pr

http://www.socialbusinessnews.com/should-public-relations-be-taught-in-business-school/

http://www.businessweek.com/business-schools/public-relations-coming-to-a-bschool-near-you-12072011.html

https://almostdailybrett.wordpress.com/2014/02/18/are-public-relations-pros-journalists/

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