Why B-Schools Need to Teach PR

Reader Comments
Back to blog

I have an entirely different perspective than does Ms. Fletcher of the initiative. I do not see the concept as a course or set of courses in communications, but a subject that should be an integral part of many MBA courses: financial reporting, executive development, human relations, corporate communications, crisis management, use of social media, to name a few. 'Protecting' corporate well-being and image in today's hyper-communicated world is an integral part of all manager's responsibilities, at all levels, in their everyday job. Perhaps MBA professors should view their coursework more cross- functionally and holistically. If the firm loses then function doesn't matter.

M B NEACE of NV 5:02AM December 25, 2011

Ms. Fletcher-Jones,
Thank you for your comments. It is important to clarify that the goal of the MBA initiative is not to urge MBAs to enter the PR field or to teach PR tactics to current students. Rather, it is to educate MBAs on the strategic value of PR, particularly relevant in today's transformative business and media environment where the reputation of once venerable brands can be tarnished in a nanosecond (see Toyota, BP, etc.).
Regarding the "incentive" for business schools, professors and students, a 2011 Kelton Business Leader survey of 200 senior corporate executives found that there is a clear need to hire employees who demonstrate knowledge in corporate reputation management (http://www.prsa.org/Intelligence/BusinessCase/MBAInitiative/PublicRelationsMeansBusiness).
I do agree with you that in all too many cases, corporations do not retain adequate corporate reputation counsel until crises have already risen. Fortunately, the strong demand for this program indicates that sentiment among senior business leaders is changing. Again, please know that your feedback is much appreciated.
Joseph Cohen
National Board of Directors, PRSA
Senior Vice President, MWW

Joseph Cohen of NY 3:27PM December 21, 2011

Ms. Fletcher-Jones is no doubt a good representative of today's MBA student. However, in sharing her views, she drives Ms. Blackman's point home with resounding clarity. If MBAs are the ones whose education will supposedly give them an edge into the C Suite, then they will be the ones best able to use that infrastructure to make the change.
On the other hand as Ms. Fletcher-Jones points out, the MBA factories continue to produce sighted and impatient graduates. This does not bode well for employees and other constituents of the organizations they might come to lead one day…
.

Mike McCarthy of NH 1:58PM December 19, 2011

The initiative is misguided. I attended a top ten business school. My MBA program had a single course in communications and among the students, it was the least "respected" course. Students (aside from me) studied for it the least and just basically sat through it, devoting more attention to courses they felt would prepare them for their careers. That is the reality.
There is no incentive for students, business schools, or professors to put more emphasis on communications, as long as communications professions are the least esteemed and least paid management positions in Fortune 500 companies (and often the least funded and the first to be cut). It's not seen as a revenue generator, more of an optional expense. Nobody in a top MBA program aspires to move into the communications dept!
MBA candidates want to impress recruiters. Recruiters are not impressed by communications course work. They want candidates with operations, finance, and accounting backgrounds, preferably with some engineering thrown in.
PRSA is kidding themselves if they think they have a ghost of a chance of getting their MBA initiative taken seriously by the top business schools. Did they research this first? Before putting member $ into it? When these future executives need reputation and crisis management, they'll hire someone to do it, but usually not until the SHTF.

Mary Fletcher Jones of VA 7:42AM December 19, 2011