Abstract: Public relations and strategic communication are offered in communication departments with a field of study largely geared toward professional communicators. The majors place a heavy emphasis on internships which seem to be more competitive than ever. A class project can jumpstart students’ preparation for entry-level positions in the industry by bolstering their ability to receive and excel at an internship. This paper provides instructors of courses in public relations and strategic communication with the tools to implement a semester-long class project. The series of assignments will embolden students to enter the communication profession with confidence and ethical certitude, grounded in practice and theory of ethics in public relations and strategic communication. Grading rubrics and further detailed instructions for each assignment are provided in the Supplementary Information.
Abstract: Although millennials have been extensively examined in the popular and academic literature, there have not been sufficient studies in strategic communication that help us fully understand this unique and influential cohort in the communication profession. The purpose of this research is to take a talent management approach to gain a deep understanding of millennial communication professionals’ (MCPs) generational attributes as related to their workplace values, and how such values would affect key phases such as recruitment, engagement, development and retention in talent management in strategic communication. Two national panels were recruited to run comparative analyses with one panel consisting of MCPs and the other panel consisting of communication managers and executives who have direct working and/or supervising experience with MCPs. The comparative results provide a detailed report on perceptual gaps on generational attributes, as well as different expectations on talent management. Research and practical implications are discussed.