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generic model for vocationally oriented public relations education in globalised contexts

This article reports on a prescriptive generic Globalisation Model that was developed forvocationally oriented public relations education in globalised contexts. The model isbased on a literature study that pointed out that the public relations profession is bothaffected by the forces of globalisation, and it has the potential to play a role in themanagement of globalisation towards a constructive outcome. The model consists ofa recommended curriculum and recommendations pertaining to the functioning of publicrelations education departments in the context of globalisation. It is accompanied byan annexure indicating how the generic Globalisation Model should be adapted forapplication in South Africa.