The Importance of Public Relations and the MBA

Wednesday | January 23 | 2013 | 7:30 pm - 8:45 PM
Sea Cliff

In today’s rapidly evolving business and media landscape, companies face new challenges to corporate reputation. To be successful, future managers must understand the importance of public relations and its role in building and protecting corporate reputation. They also need to know how they can leverage traditional and digital/social media strategies to foster brand trust and relevance. This session will review research conducted by the Public Relations Society of America into the importance of public relations knowledge and the gaps that exist in the marketplace. You will also explore what some schools have done to deliver reputation management training, including best practices and learnings, for their MBA students.

Joseph Cohen, Member of the Board of Trustees, Public Relations Society of America

Daniel Diermeier, IBM Professor of Regulation and Competitive Practice, Department of Managerial Economics and Decision Sciences (MEDS) Director, Ford Motor Company Center for Global Citizenship, Kellogg School of Business, Northwestern University

Laura M. Uribarri, Assistant Dean for MBA Programs, College of Business Administration, University of Texas at El Paso

Ken White, Associate Dean, MBA and MS Programs, Robert H. Smith School of Business,
University of Maryland

Moderator: Doug Thomas, Associate Professor, Smeal College of Business, Pennsylvania State University