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Employer expectations of public relations graduates’ transmedia storytelling proficiency

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journal contribution
posted on 2013-01-01, 00:00 authored by K Sutherland, Richie BarkerRichie Barker
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.

History

Journal

Prism

Volume

10

Pagination

1-9

Location

Gold Coast, Qld

Open access

  • Yes

ISSN

1448-4404

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2013, Bond University

Issue

1

Publisher

Bond University