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, October 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 (www.scps.nyu.edu) and the Public Relations Society of America (www.prsa.org) 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 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 Relations.TM” That effort culminated in the release of a broad set of recommended measurement standards (http://www.prsa.org/Intelligence/BusinessCase/MeasurementStandarization) for a variety of public relations tactics and outcomes. 
PRSA Chair and CEO, Gary McCormick, 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 communication, 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.

NYU-SCPS offers one of the country’s largest university-based professional training programs in public relations (http://www.scps.nyu.edu/pr), taught by leading scholars and practitioners in the field. NYU-SCPS offers a Master of Science in Public Relations and Corporate Communication, professional certificates in public relations, digital media marketing, and investor relations, and a wide range of continuing education courses.

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.

About the NYU School of Professional Studies

Established in 1934, the NYU School of Professional Studies (sps.nyu.edu) is one of NYU's several degree-granting schools and colleges, each with a unique academic profile. The reputation of the School of Professional Studies 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 Professional Pathways programs in fields such as Accounting, Finance, and Law; Applied Health; Arts, Design, and Film; Creative Cities and Economic Development; English-Language Learning; Entrepreneurship; Fundraising and Grantmaking; Global Affairs; Hospitality and Tourism Management; Human Resource Management and Development; Languages and Humanities; Management and Systems; Marketing; Project Management; Public Relations and Corporate Communication; Publishing; Real Estate, Real Estate Development, and Construction Management; Sports Management, Media, and Business; Translation; and Writing.

More than 100 distinguished full-time faculty members collaborate with an exceptional cadre of practitioner/adjunct faculty members and lecturers to create a vibrant professional and academic environment that educates over 5,000 degree-seeking students from around the globe each year. In addition, the School fulfills the recurrent professional education needs of local, national, and international economies, as evidenced by nearly 28,000 Professional Pathways enrollments in Career Advancement Courses and Diploma Programs. The School's community is enriched by more than 31,000 degree-holding alumni worldwide, many of whom serve as mentors, guest speakers, and advisory board members. For more information about the NYU School of Professional Studies, visit sps.nyu.edu.