Attitudes and perceptions of public relations professionals towards graduating students’ skills
Abstract The study asks whether universities should educate public relations students with a focus more on traditional skills or new technical skills. Results of a survey of 113 public relations professionals show that, while new technical skills are seen as increasingly important, professionals still value traditional skills more. Within the new technical skills, professionals emphasized the latest trends.
Employer expectations of public relations graduates’ transmedia storytelling proficiency
The rapid evolution of information and communication technologies presents challenges for public relations educators as they seek to develop pedagogical approaches that balance theoretical concepts with a practical or ‘working’ knowledge of new media platforms. The incipient practice of transmedia storytelling in public relations contexts offers a timely example of this pedagogical flashpoint. In this study, the authors explored the incorporation of transmedia storytelling within current public relations practice and employer expectations of the transmedia storytelling proficiency of recent public relations graduates. The study took a qualitative approach with findings based on 15 semi-structured interviews with senior public relations professionals from four Australian states and five industry sectors. Findings suggest transmedia storytelling campaigns of varying complexity are a common characteristic of contemporary public relations practice, and that digitally literate graduates who can provide evidence of a solid theoretical knowledge and practical skills in relation to transmedia storytelling are highly sought after by the practitioners who took part in the study.; ;
Botulinum toxin in the management of chronic migraine: clinical evidence and experience
Chronic migraine (CM) is a severely disabling neurological condition characterized by episodes of pulsating unilateral or bilateral headache. The United States Food and Drug Administration (FDA) approved onabotulinumtoxinA (Botox®) for the prophylactic treatment of CM in 2010. It has been shown that onabotulinumtoxinA is effective in the reduction of headache frequency and severity in patients with CM. Treatment is well tolerated by the patients. This review reports on the history of botulinum neurotoxin (BoNT) in CM and presents the current clinical evidence for the use of onabotulinumtoxinA in the treatment of CM.