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Employer expectations of public relations graduates’ transmedia storytelling proficiency

Sutherland, Karen and Barker, Richie 2013, Employer expectations of public relations graduates’ transmedia storytelling proficiency, Prism, vol. 10, no. 1, pp. 1-9.

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Title Employer expectations of public relations graduates’ transmedia storytelling proficiency
Author(s) Sutherland, Karen
Barker, RichieORCID iD for Barker, Richie orcid.org/0000-0001-5908-8973
Journal name Prism
Volume number 10
Issue number 1
Start page 1
End page 9
Total pages 9
Publisher Bond University
Place of publication Gold Coast, Qld
Publication date 2013-01-01
ISSN 1448-4404
Keyword(s) Transmedia storytelling
PR graduate proficiency
Summary The rapid evolution of information and communication technologies presents challenges for public relations educators as they seek to develop pedagogical approaches that balance theoretical concepts with a practical or ‘working’ knowledge of new media platforms. The incipient practice of transmedia storytelling in public relations contexts offers a timely example of this pedagogical flashpoint. In this study, the authors explored the incorporation of transmedia storytelling within current public relations practice and employer expectations of the transmedia storytelling proficiency of recent public relations graduates.The study took a qualitative approach with findings based on 15 semi-structured interviews with senior public relations professionals from four Australian states and five industry sectors. Findings suggest transmedia storytelling campaigns of varying complexity are a common characteristic of contemporary public relations practice, and that digitally literate graduates who can provide evidence of a solid theoretical knowledge and practical skills in relation to transmedia storytelling are highly sought after by the practitioners who took part in the study.
Language eng
Field of Research 200101 Communication Studies
Socio Economic Objective 970120 Expanding Knowledge in Language
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2013, Bond University
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079335

Document type: Journal Article
Collections: School of Communication and Creative Arts
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.