Contents
Cal Poly Pomona

P&R Responses for recommendation 8

Recommendation 8
Department Communication
Consensus Opinion 7 out of 7 faculty/staff : Con
Consensus Explanation
The Communication Department unanimously agrees that the Public Relations option should not be moved to the College of Business Administration. Most importantly, this move would not serve the interest of students in terms of preparing them for jobs in public relations:

(1) Historically, public relations has been significantly informed by Journalism because public relations often involves the development of company publications (both internal and external), as well as the writing of press releases and the production of press kits. In addition, employers expect public relations graduates to have a grasp on proper layout and journalistic writing style, such as the Associated Press (AP) publication style. Indeed, much of public relations is about developing and maintaining relationships with the media. Yet, the P & R recommendation would have the Journalism Option and its curriculum remain in the Communication Department. The College of Business would then produce public relations practitioners who've never taken a journalism writing course? This would hinder students’ abilities to get jobs in many sectors of public relations. Currently, we require all our public relations majors to take Writing for Communication Practitioners, Reporting I, Reporting ll, Magazine Journalism, and PR Writing. These five courses help prepare Public Relations students for the intensive writing they can expect when they start their careers.

(2) Public relations is also significantly informed by Organizational Communication/ Communication Studies. One of the main functions of public relations is to manage organizational relationships with a variety of publics, both internal and external, which extends far beyond the reach of marketing. Generally in all sectors, public relations professionals are expected to be the conduit to both their organizational publics and their external publics, including consumers, stockholders, the media, environmental groups, and community residents, just to name a few. Thus, many public relations options, not just Cal Poly Pomona’s, require students to take Communication Theory, Organizational Communication, and Persuasion—all Communication Studies courses. At Cal Poly, we also require all our students to take Communication Ethics, Communication Law, and Communication Research. Yet, under the P & R recommendation the Communication Studies option and its curriculum would also remain in the Communication Department.

To be sure, Public Relations, Journalism, and Communication Studies share a vibrant symbiotic relationship. Yes, PR does involve public persuasion, as does Marketing, but so do many other disciplines in one way or another. That argument alone is not a viable justification for combining the two disciplines.

While the Communication Department does not believe that Public Relations should be rehoused, we do recognize the need for closer ties and interaction between the departments of Communication and International Business and Marketing. More Communication students should be encouraged to minor in International Business and Marketing, and more IBM majors should consider minoring in Public Relations. Additionally, there may be a course or two—perhaps not yet even established—that would blossom by being team-taught by both disciplines. Finally, student clubs in Public Relations and IBM would benefit by extending their reach and opening their ranks to each other.
Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department Communication
Consensus Opinion 7 out of 7 faculty/staff : Con
Consensus Explanation
The Communication Department unanimously agrees that the Public Relations option should not be moved to the College of Business Administration. Most importantly, this move would not serve the interest of students in terms of preparing them for jobs in public relations:

(1) Historically, public relations has been significantly informed by Journalism because public relations often involves the development of company publications (both internal and external), as well as the writing of press releases and the production of press kits. In addition, employers expect public relations graduates to have a grasp on proper layout and journalistic writing style, such as the Associated Press (AP) publication style. Indeed, much of public relations is about developing and maintaining relationships with the media. Yet, the P & R recommendation would have the Journalism Option and its curriculum remain in the Communication Department. The College of Business would then produce public relations practitioners who've never taken a journalism writing course? This would hinder students’ abilities to get jobs in many sectors of public relations. Currently, we require all our public relations majors to take Writing for Communication Practitioners, Reporting I, Reporting ll, Magazine Journalism, and PR Writing. These five courses help prepare Public Relations students for the intensive writing they can expect when they start their careers.

(2) Public relations is also significantly informed by Organizational Communication/ Communication Studies. One of the main functions of public relations is to manage organizational relationships with a variety of publics, both internal and external, which extends far beyond the reach of marketing. Generally in all sectors, public relations professionals are expected to be the conduit to both their organizational publics and their external publics, including consumers, stockholders, the media, environmental groups, and community residents, just to name a few. Thus, many public relations options, not just Cal Poly Pomona’s, require students to take Communication Theory, Organizational Communication, and Persuasion—all Communication Studies courses. At Cal Poly, we also require all our students to take Communication Ethics, Communication Law, and Communication Research. Yet, under the P & R recommendation the Communication Studies option and its curriculum would also remain in the Communication Department.

To be sure, Public Relations, Journalism, and Communication Studies share a vibrant symbiotic relationship. Yes, PR does involve public persuasion, as does Marketing, but so do many other disciplines in one way or another. That argument alone is not a viable justification for combining the two disciplines.

While the Communication Department does not believe that Public Relations should be rehoused, we do recognize the need for closer ties and interaction between the departments of Communication and International Business and Marketing. More Communication students should be encouraged to minor in International Business and Marketing, and more IBM majors should consider minoring in Public Relations. Additionally, there may be a course or two—perhaps not yet even established—that would blossom by being team-taught by both disciplines. Finally, student clubs in Public Relations and IBM would benefit by extending their reach and opening their ranks to each other.
Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department Finance, Real Estate, and Law
Consensus Opinion 12 out of 14 faculty/staff : With modifications
Consensus Explanation The majority vote by the FRL faculty is against this recommendation, and proposes following modifications:
1. Additional information needed to demonstrate the common ground between the Public Relations (PR) program and the existing CBA programs.
2. Clarification of the PR faculty qualifications in terms of AQ or PQ standards of the AACSB. This could be a serious problem since PR faculty are not likely to have business background or business degrees.
3. Additional information needed regarding the allocation of resources and funds.
Minority Opinion 2 out of 14 faculty/staff : With modifications
Minority Explanation The minority vote by the FRL faculty approves the recommendation pending following modifications:
1. Evidence to show that merger proposal of the PR program into the College of Business Administration would enhance business education. In other words, it is suggested that the focus of PR program may wish to consider changing its focus from public relation to business relation.
2. Requiring that the PR program to join a pre-existing department (i.e., IBM or MHR) in the College of Business Administration, instead of being an independent department.

Recommendation 8
Department IBM
Consensus Opinion 14 out of 14 faculty/staff : Con
Consensus Explanation This curriculum is really a journalism curriculum and not a business curriculum. A business Public Relations program would have a very different curriculum and a strong marketing focus rather than journalism. Accommodating this program into the college of business would give the program a mission totally different than its current one. We do not believe it to be a good fit.

Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department Management and Human Resources
Consensus Opinion 9 out of 13 faculty/staff : Con
Consensus Explanation The faculty of the Management and Human Resources (MHR) department are concerned that moving the Public Relations section of Communications into the College of Business Administration (CBA) will result in difficulties maintaining Association to Advance Collegiate Schools of Business (AACSB) accreditation. This is due to the addition of faculty who do not meet the AACSB standards of academically qualified (AQ) or professionally qualified (PQ).

In order to maintain AACSB accreditation, CBA faculty must be either AQ or PQ. Faculty who are AQ must have published in at least two peer-reviewed journals within the accreditation period. Faculty who are PQ must have relevant academic preparation and professional experience. Our accreditation is subject to review in 2008-09, and it is critical that our faculty meet AACSB standards.

The benefits of moving the Public Relations section of Communications into the CBA are not clearly evident.


Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department Management and Human Resources
Consensus Opinion 9 out of 13 faculty/staff : Con
Consensus Explanation The faculty of the Management and Human Resources (MHR) department are concerned that moving the Public Relations section of Communications into the College of Business Administration (CBA) will result in difficulties maintaining Association to Advance Collegiate Schools of Business (AACSB) accreditation. This is due to the addition of faculty who do not meet the AACSB standards of academically qualified (AQ) or professionally qualified (PQ).

In order to maintain AACSB accreditation, CBA faculty must be either AQ or PQ. Faculty who are AQ must have published in at least two peer-reviewed journals within the accreditation period. Faculty who are PQ must have relevant academic preparation and professional experience. Our accreditation is subject to review in 2008-09, and it is critical that our faculty meet AACSB standards.

The benefits of moving the Public Relations section of Communications into the CBA are not clearly evident.


Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department Public Affairs
Consensus Opinion 7 out of 7 faculty/staff : Con
Consensus Explanation As public relations practitioners ourselves, we in the Office of Public Affairs are against moving the public relations component of Communications into the College of Business Administration. While we find that knowledge of marketing principles can be helpful in public relations, moving the program to the College of Business Administration and closer to the Marketing department is misguided. Simply put, public relations practitioners are first and foremost communicators, not business people, and not marketers.

If the purpose of the Prioritization and Recovery Initiative is to improve efficiency across campus, this recommendation would actually work against that very goal. We believe splitting the Communications department will hurt efficiency and lessen the educational experience of public relations students. While public relations and journalism are distinct fields, both programs’ students require many of the same fundamentals. For example, journalists and public relations practitioners benefit from the same foundation of communication theories, an understanding of communication media, a strong grasp of the spoken and written word, and information gathering and writing practices. Public relations students may lose vital knowledge of communications theories and practices if placed in the College of Business Administration.

Business marketing is generally considered advertising and promotion. It employs hype, sales and positioning. While marketing departments are often grouped with public relations departments in practice, the most effective model of public relations is not marketing based. Public relations is ideal when it emphasizes relationship building, the strategic management of communication, and the use of two-way communication. These are ideas that public relations students learn through communication courses.

Public relations can create a friendly environment for marketing. Public relations can work hand-in-hand with marketing. However, public relations is based in communication.
Minority Opinion NA out of NA faculty/staff : NA
Minority Explanation

Recommendation 8
Department University Development
Consensus Opinion 12 out of 12 faculty/staff : Pro
Consensus Explanation As long is there is a strong strategic plan to invest in, market and grow this program to maximize on external funding opportunities.
Minority Opinion NA out of NA faculty/staff : With modifications
Minority Explanation

Recommendations not submitted through the forms are available in this folder. They mainly consist of Microsoft Word or Adobe Acrobat documents. If none were submitted for this recommendation, the folder will be empty.