The PRSA MBA/Business Initiative is a multi-year effort to advocate the importance of training in strategic communications and reputation management in MBA programs. This initiative will provide MBA candidates with a better appreciation of public relations’ strategic value and help them to understand and apply the associated knowledge required for organizational and leadership success in the future.
Multiple surveys, including those conducted by PRSA, have shown that reputation management and communication strategy are important skills for businesses success. But a gap exists in the communications and reputation management skills training of MBA graduates; skills they will need as future business leaders.
Making strategic communication a key element in MBA programs not only will make a significant contribution to the practice of public relations, it also will contribute to sound business practices. A greater understanding and appreciation of public relations among senior executives will help public relations practitioners gain easier and more frequent involvement in C-suite business decisions.
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To help address a lack of training in communications and reputation management skills among MBA graduates, PRSA has created a turn-key program based on course curricula developed over three decades by Paul Argenti, professor of corporate communications at Dartmouth College’s Tuck School of Business. The course incorporates flexible full-semester, “mini-mester” and seminar formats, thus increasing the likelihood of adoption by the nation’s MBA programs.
PRSA has selected five business schools to participate in a groundbreaking pilot program aimed at enhancing the strategic communications and reputation management education provided to the nation’s MBA candidates. The schools selected by PRSA have demonstrated a commitment to teaching the strategic value of public relations at the MBA level, and currently offer or have previously offered public relations classes or coursework in their MBA and/or Executive MBA programs.
The institutions taking part in the pilot include Dartmouth College's Tuck School of Business, ranked by The Economist as the world’s best MBA program; the University of Maryland’s Robert H. Smith School of Business; Northwestern University’s Kellogg School of Management; Quinnipiac University’s School of Business; and the University of Texas at El Paso’s College of Business Administration, ranked by HispanicBusiness as the top graduate school for Hispanics.
More information on the PRSA MBA Initiative is available by contacting PRSA's public relations department at (212) 460-0347 or email@example.com.
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