Abstract
M.Tech. (Public Relations Management)
Learning through experience or experiential learning is an aspect of learning that
proved to be very challenging to study. This study aimed to investigate the
contemporary view of experiential learning and the practices used by higher
education service providers In South Africa in the implementation of experiential
learning activities in public relations qualifications. Higher education service providers
play a significant role in determining the content of a curriculum and for that reason it
was decided to start this investigation by focusing on higher education service
providers. The study aimed to explore and analyse the concept of experiential
learning as it pertains to public relations education and training and develop a
framework for effective and standardised implementation.
Experiential learning can be defined as a holistic approach to learning in which the
learner is actively involved in the learning process by means of concrete experience,
abstract conceptualisation, observation and reflection as well as active
experimentation. Higher education service providers have included experiential
learning activities in their education and training programmes for a number of years.
International and local public relations qualifications have as part of the proposed
curriculum, internships or cooperative education programmes included as a credit bearing
component to the qualification. The research study began by determining
what experiential learning is, how higher education service providers view experiential
learning, its relevance to public relations education and training and how it is
implemented in public relations qualifications across South Africa.
Educators, learners and future employers all form part of the stakeholder group
involved in the education and training of public relations practitioners for the South
African industry. The expectations of these groups of individuals need to be taken
into consideration when designing qualifications, and partnerships are needed to
ensure that all are involved in achieving the set objectives. Developments in higher
education and training in South Africa include the forming of closer working
relationships between education and labour...