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October 18, 2010

NYU School of Continuing and Professional Studies and PRSA Form Groundbreaking Partnership

World’s Largest Public Relations Membership Organization and the Country’s Leading Public Relations Graduate Program Will Share Resources to Advance the Profession

NEW YORK (Oct. 18, 2010) —
In the midst of rapid changes taking place in the practice of public relations, the New York University School of Continuing and Professional Studies and the Public Relations Society of America have formed a groundbreaking partnership that will enable cooperation on a number of strategic initiatives important to the profession. NYU-SCPS is the first educational institution to partner with PRSA in this way. 
“Our Master of Science in Public Relations and Corporate Communication program attracts some of the industry's leading practitioners as both students and faculty, which makes this partnership a natural fit,” says John Doorley, academic program director and clinical assistant professor for the NYU-SCPS graduate program in public relations and corporate communication. “We’re very pleased to be working with PRSA to advance the public relations field as both a profession and a social science.”
One joint initiative planned as part of the partnership will involve the propagation of a comprehensive set of standards to measure the results of public relations campaigns. The issue of evaluation has been an ongoing topic of research, discussion, and debate in public relations circles for years, and the advent of digital and social media are making the challenge more complex.
Standardized and universally accepted protocols and metrics for measuring campaign results, however, are critical factors in advancing the profession, and there is evidence that momentum toward this goal is building. In June, PRSA was one of several signatories to the “Barcelona Principles," a comprehensive set of global standards for measuring the effectiveness of public relations.
Also, last year PRSA embarked on an effort to identify standard approaches for measuring the impact of public relations as part of its industry advocacy campaign, “The Business Case for Public RelationsTM.” That effort culminated in the release of a broad set of recommended measurement standards for a variety of public relations tactics and outcomes.

PRSA Chair and CEO Gary McCormick, APR, Fellow PRSA, sees PRSA’s partnership with NYU-SCPS, which is home to one of the most comprehensive public relations and investor relations programs available, as building on these recommendations.
"Over the years, PRSA has developed a wonderful relationship with NYU-SCPS based on mutual respect and a shared belief in the benefits of advanced education," says McCormick. "This partnership will deepen our areas of cooperation by providing opportunities to cooperate not only on campaign measurement, but on crisis communications, career development and other relevant topics, as well as to augment PRSA resources, including our Jobcenter, periodicals and professional development opportunities."
NYU-SCPS and PRSA also will collaborate on strategic initiatives in the areas of digital and social media, where both parties are among the leaders in training and education for public relations professionals. In addition, NYU-SCPS and PRSA will work together to enhance each other’s numerous course offerings, as well as look for new ways to help people enter the field and grow professionally by, for example, increasing their business knowledge.
Now in its sixth year, the NYU-SCPS Master of Science in Public Relations and Corporate Communication is among the largest such programs in the world. Through a practicum, rigorous coursework, research experiences and a capstone project, students learn from industry professionals and hone their skills in the dynamic public relations marketplace of New York City.
About the NYU School of Continuing and Professional Studies
Established in 1934, NYU-SCPS is one of NYU’s several degree-granting schools and colleges, each with a unique academic profile. The reputation of NYU-SCPS arises from its place as the NYU home for study and applied research related to key knowledge-based industries where the New York region leads globally. This is manifest in the School’s diverse graduate, undergraduate and continuing education programs in fields such as Real Estate and Construction Management; Hospitality, Tourism, and Sports Management; Global Affairs; Philanthropy and Fundraising; Graphic Communications Media, Publishing and Digital Arts; Human Capital Management, Marketing and Public Relations; with complementary strengths in the Liberal and Allied Arts, Translation and Interpreting, Management and Information Technology, and Finance and Taxation. More than 100 distinguished full-time faculty members collaborate with an exceptional cadre of practitioner/adjunct faculty and lecturers to create vibrant professional and academic networks that attract some 4,200 degree-seeking students from every corner of the region and the world. In addition, the School fulfills the recurrent continuing higher education needs of local and professional communities, as evidenced by 55,000 annual enrollments in individual courses, specialized certificate programs, conferences, workshops, seminars and public events.
About the Public Relations Society of America (PRSA)
With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters organized into 10 geographic Districts; 16 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.
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