Using Feature Films to Teach Public Relations: An Assessment Model from Nonmajor Students' Perspective. (December 2014)

• Record Type: Journal Article
• Authors: Mak, Angela Ka Ying; Hutton, James G.
• Is Part Of: Journalism & mass communication educator. Volume 69:Number 4(2014:Dec.)
• Page Start: 386
• Page End: 403
• Publication Date: 2014-12
• Subjects: active learning -- films -- movies -- public relations -- teaching; Communication -- Study and teaching (Higher) -- United States -- Periodicals; Journalism -- Study and teaching (Higher) -- United States -- Periodicals; Mass media -- Study and teaching (Higher) -- United States -- Periodicals; 070.07
• DOI: 10.1177/1077695814551832
• Languages: English
• ISSNs: 1077-6958

Abstract

Teaching fundamental public relations courses to students from diverse backgrounds poses additional complexities in learning effectiveness. This exploratory study evaluated the effectiveness and identified the challenges of using films to teach public relations among nonmajor students. Results from an online survey and two focus groups found that the use of films to teach public relations concepts to nonmajors is an effective means of developing greater understanding and appreciation of concepts. A heuristic model was developed to help public relations educators to use this pedagogical technique on deciding how to teach public relations courses and concepts.