An assessment of work-integrated learning for public relations in an open distance learning context

• The evaluation of the work-integrated learning (WIL) component of the Public Relations Management qualification of the University of South Africa underscored the value and benefits of WIL in preparing students for the public relations workplace.
• It is essential to match public relations theoretical learning with public relations practice.
• There is a need for the continuous assessment of educational programmes to ensure competent and employable public relations students.

Education institutions are increasingly required to ensure the employability of their students through quality and relevant educational programmes. Organisational change, in response to current global challenges, is not a new occurrence and impacts on all levels and functions of the organisation. This is of particular relevance to the field of public relations as an organisational function and it is therefore essential to match theoretical learning with practice, to ensure that the function operates effectively in the broader organisational context. It, moreover, re-establishes the need for the continuous assessment of educational programmes to ensure competent and employable public relations students.Against this background, the questions underlying this study are whether the public relations students of the University of South Africa (Unisa), as prospective public relations practitioners, possess the necessary skills to add value to organisations in their attempt to meet the challenges they face today, and what is the contribution of work-integrated learning in acquiring the necessary industry skills.