As a university professor specialising in work-integrated learning (WIL) for Public Relations (PR) students, I have witnessed firsthand the transformative power of blending academic knowledge with real-world experience. The 2024 WPRF theme of “Purposeful Influence for the Common Good” resonates deeply with the core objectives of PR education and the broader mission of higher education in the global south.
Purposeful Influence in PR Education
Public Relations is fundamentally about influence—shaping perceptions, building relationships, and fostering trust. However, in an era marked by misinformation and ethical dilemmas, it is crucial that this influence is wielded purposefully and ethically. PR professionals must be equipped not only with technical skills but also with a strong moral compass and a commitment to the common good. This is where WIL plays a pivotal role.
The Role of Work-Integrated Learning
WIL bridges the gap between theory and practice, providing students with opportunities to apply classroom knowledge in authentic learning experiences. Through internships, work-integrated placements, problem-based learning and community projects, students gain invaluable insights into the complexities of the PR profession. They learn to navigate ethical challenges, manage crises, and engage with diverse stakeholders. More importantly, they develop a sense of responsibility and a commitment to using their skills for positive social impact.
Ethical Foundations and Social Responsibility
Incorporating ethical foundations into WIL is essential. Students must understand that their work has far-reaching implications for society. By engaging in projects that address social issues, such as public health campaigns, food security programmes, or community outreach, students learn to prioritise the common good over personal or corporate gain. These experiential learning programmes foster a sense of purpose and reinforce the idea that PR students together with their PR educators have a duty to contribute to societal wellbeing.
Challenges and Opportunities in the Global South
In the global south, the integration of WIL into PR education presents unique challenges and opportunities. Resource constraints, limited access to technology, and socio-economic disparities and limited industry opportunities can hinder the implementation of effective WIL programmes. However, these challenges also present opportunities for innovation and collaboration. By partnering with local organisations, NGOs, and community groups, universities can create meaningful WIL experiences that address local needs and empower students to become agents of change. And as change agents in their local communities increase the circle of influence much wider then the immediate communities around the universities they are involved with.
Cultivating Purposeful Influence
To cultivate purposeful influence, PR educators must emphasise critical thinking, ethical decision-making, and reflective practice. Students should be encouraged to question assumptions, consider multiple perspectives, and reflect on the impact of their actions. Mentorship plays a crucial role in this process. Experienced professionals can guide students, helping them navigate ethical dilemmas and develop a nuanced understanding of their role as communicators. Universities cannot achieve this important professional skill without industry partnerships. Mentorship is the CSR of our PR industry!
Conclusion
Purposeful influence for the common good is not just an aspirational goal; it is a necessity in today’s interconnected world. As educators, we have a responsibility to prepare the next generation of PR professionals to use their skills ethically and effectively. Work-integrated learning provides a powerful framework for achieving this goal. By immersing students in authentic experiences and fostering a commitment to social responsibility, we can ensure that they are not only capable practitioners but also conscientious citizens dedicated to the common good.
In the end, the true measure of success in PR education is not qualifications or the ability to influence but to do so with integrity and purpose. Through WIL, we can inspire our students to become purposeful influencers who contribute to a better, more just society.
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I specialize in experiential learning, work-integrated education, reflective practice in PR, participatory action learning and action research for undergraduate and postgraduate strategic communication students.
I served on the Public Relations Association of Southern Africa (PRISA) Board since 2016 (although I have been a member since 1998) and served as President of the professional body during 2019/20 and held the Board portfolio of Education, Training and Research since 2016 until 2023. I was awarded the Fellowship of PRISA in 2023.
I have been serving on the Global Alliance for Public Relations and Communication Board since 2023 and has been re-elected to serve as the Southern African representative until 2025.
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