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March 31, 2011

PRSA: B-Schools Need to Teach Better PR Skills — The Globe and Mail Op-Ed

PRSA had an op-ed published March 31, 2011, in the Canadian national newspaper The Globe and Mail.. The opinion piece, authored by Anthony D'Angelo, APR, Fellow PRSA, co-chair of PRSA's MBA/Business School Initiative, implores the world's top MBA programs to include dedicated public relations courses to better prepare business leaders for global reputational challenges.

B-Schools Need to Teach Better PR Skills

Anthony W. D'Angelo, APR, Fellow PRSA
The Globe and Mail
Published: March 31, 2011

I am so weary of having to teach and reteach organisational leaders the basics of reputation management that I can almost feel my hair greying. But I understand the inherent helplessness even the most successful chief executives seem to have in successfully managing a company’s reputation. Despite being their companies’ chief reputation officers, they commonly have almost no education in this critical responsibility.
Most MBA programmes are deficient in this regard. Consider a typical MBA curriculum. How much content is devoted to strategic communications/reputation management — the strategies needed to communicate effectively, build trust and enhance reputation? The weakness of most MBA programmes in this area is exposed nearly every week as business executives and their organisations make egregious communications errors and are rightly pilloried in the media (see BP, Toyota, GoldmanSachs, Tiger Woods, etc).
Getting bad press is not the problem; all large entities experience some. What is at risk from this deficiency in graduate business education is company reputation, stockprice, product sales and various executives’ jobs.

Read the rest of the op-ed here.

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