Educators really do care about doing a good job of teaching. One session included five papers on the subject. Key results from the research (oversimplified):
What this shows is that there is a diversity of perspectives on the field. My personal take on PR education is consistent with the Commission on Education in Public Relations report, which is what we do at Grand Valley:
Ultimately, educators and PR practitioners need to keep in touch. We can learn from each other. Educators can learn about current trends in practice before it reaches the journals and books. Professionals can learn that “theory” is not a whimsical idea but a scientifically tested proposition about PR strategies that are likely to be successful.