Tackling a text book in my BA/MA courses was the most frustrating part of my education. I needed to go beyond theory and into action. Unfortunately, much of my pr experience was learned on the fly after graduating and in my spare time (what's that?). Spending most of my time delving into Web 2.0, I discovered much of the back-to-basics theory was missing. You must start with theory to effectively execute. Another example of the industry's fragmentation.
This week, Jeremy Pepper and Phillip Young address what tomorrow's PR graduate needs to know. The industry is a tree -- I envision a massive oak tree. There are several branches of PR dependent on the tree trunk/foundation. Ethics are the roots. A daily program is the nourishment of sun and water.