A Mixed Method Analysis of Undergraduate Student-run Public Relations Firms on U.S. College Campuses

• Main Author: Maben, Sarah Kathleen
• Other Authors: Whitson, Kathleen K.
• Format: Others
• Language: English
• Published: University of North Texas 2010
• Subjects: Public relations; agency; firm; student-run; Universities and colleges > Public relations > United States.; Public relations firms > United States.; College publicity > United States.
• Online Access: https://digital.library.unt.edu/ark:/67531/metadc30486/

Student-run public relations firms are part of collegiate public relations pedagogy, and this study used a mixed-method approach to analyze such firms on U.S. campuses. A listing of campuses with student-run firms was created as part of this study. Through an online survey questionnaire, advisers from 55 of the 119 student-run firms provided data about firm characteristics and observations about student learning and career development. Multiple correspondence analyses was used to see if the firms grouped into clusters and somewhat aligned with previous research by Lee Bush in 2009. Firms clustered into four groups, with the fourth group representing a mix of the other three. One additional finding was that firm characteristics are more similar than dissimilar even when comparing firms of varying years in operation. Analysis of variance to compare characteristics between different types of firms revealed that one type of firm tended to employ students at a higher average number of hours per week (F = 6.61, eta squared=0.16) and one was more likely to be accredited by the Accrediting Council on Education in Journalism and Mass Communications (F = 3.71, eta squared=0.13). Advisers reported mostly positive reflections on observed transformations they see in their student workers and the value of the firm experience including how it helps students in post-graduation job attainment. Responses to a graduate questionnaire is included but, because of low response rate (N = 6), provided only cursory information.