Brazil, Argentina and Uruguay: Public Relations education in digital culture

Rhoden, Valmor; Oliveira, Valeska Maria Fortes de

doi:10.1590/2175-623675661

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Other Themes • Educ. Real. 43 (4) • Oct-Dec 2018 • https://doi.org/10.1590/2175-623675661 copy

Brazil, Argentina and Uruguay: Public Relations education in digital culture

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

This study aimed to compare the National Curriculum for Public Relations of Brazil, Argentina and Uruguay, reflecting on the qualification in higher education. The methodology relies on bibliographical research and documentation support. The results showed that only Brazil has specific curriculum guidelines for the field. Regarding the course load, there are significant differences between the countries. And in relation to this scenario, which inserts the profession of Public Relations in digital culture, we realized that such a change is incipient when discussed by the Brazilian official documentation. Also, another point observed is that in Argentina and in Uruguay the courses have the autonomy to create contents.

Keywords
Higher Education; Public Relations; Curriculum Guidelines; Digital Culture

ASPECTS ANALYZED	BRAZIL	ARGENTINA	URUGUAY
Public Relations profile	One reference (Art. 4th/Res. No. 2/2013)	Does not have	Does not have
Specific skills for the digital scenario	Two references (Public Relations training/Res. No. 2/2013)	Does not have	Does not have
Minimum course load	3,200 hours	2,600 hours	2,200 hours
Internship	Mandatory	Not mandatory	Not mandatory
Structure	Four areas: (1) General training; (2) Communication training; (3) Public Relations training; (4) Additional training.	Educational institutions/courses have the autonomy to create the content.	The courses have autonomy, there is no guideline to guide the content.
Most often terminology used in the academic education	Public Relations	Public Relations Analyst Teaching degree in Public and Institutional Relations	Public Relations Analyst Corporate Communications and Public Relations Analyst Technician in Public Relations and event management

Universidade Federal do Rio Grande do Sul - Faculdade de Educação Avenida Paulo Gama, s/n, Faculdade de Educação - Prédio 12201 - Sala 914, 90046-900 Porto Alegre/RS Brasil, Tel.: (55 51) 3308-3268, Fax: (55 51) 3308-3985 - Porto Alegre - RS - Brazil
E-mail: educreal@ufrgs.br

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[1] Translated from Portuguese by Lara Rocha and proofread by Ananyr Porto Fajardo.