Building Better PR Education in Vietnam through Real-World Learning

What is it about?

This research explores how universities in Vietnam can improve public relations (PR) education by combining outcome-based education (OBE)—which defines what students should learn—with experience-based education (EBE)—which focuses on learning through practice. Drawing on focus groups with PR employers and professionals in Vietnam, and case studies from Canadian universities, the study identifies both professional and personal skills that PR graduates need. These include research and data analysis, content creation, design, communication planning, ethical awareness, and lifelong learning. The study shows that when students engage in internships, community projects, and classroom simulations, they gain hands-on experience, build confidence, and better understand the social role of PR in communities.

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Photo by Kenny Eliason on Unsplash

Photo by Kenny Eliason on Unsplash

Why is it important?

This study is timely because Vietnam’s PR industry is expanding rapidly, but university programs often lag behind global standards. By blending OBE and EBE, educators can ensure students not only meet academic outcomes but also gain real-world experience and ethical understanding. This integrated approach helps bridge the gap between classroom learning and professional practice, producing graduates who are more employable, adaptable, and socially responsible—qualities that are essential in today’s fast-changing communication landscape.