Bowers: Advertising, public relations need to leave the School of Journalism and Communication

By Jonathan Bowers
Published January 9, 2012, last modified January 12, 2012

“Communication.”

This was the answer I once received from a J-school higher-up when I asked why advertising and public relations are part of the University’s School of Journalism and Communication. Apparently, the two are forms of communication.

Well, aren’t foreign languages and sign language forms of communication as well?

If you were to look at what the forms of journalism education at the J-school are taught — that is, new media, reporting, editing, media law and media ethics, etc. — these are classes designed to give students the tools they need to be successful in today’s news media world, be it at a newspaper, a magazine, a television station or a blog.

And if you were to look at what is offered from communication studies — what typically, one would think, is referred to in the University’s partial title — students learn, among other things (R.I.P., Info Hell), various theories of mass media communication, what role advertising plays in society, media history, the consumer culture and political economy of the media. In other words, students are taught how to be media-savvy and critical of what information is presented to them.

And then you have advertising and public relations.

Of which mass media is only one facet where these two are applicable.

In fact, it is rather ironic that advertising and public relations are being taught in the J-school. It’s almost as if we are feeding the beast while it remains part of the “communication” branch of the J-school.

Of course it is communication — more often than not for the benefit of businesses, government, organizations and the occasional individual. But teaching advertising and public relations in the University’s School of Journalism and Communication really goes contrary to what journalism and communication studies (outlined above) are supposed to do: develop sharp, critical thinkers who look at information provided to them with a skeptical eye instead of blindly taking information provided to them — which is provided to them at times from advertisers and public relations personnel.

Should we automatically trust this information? Of course not. Classically speaking, students at the J-school are learning to dispel and deconstruct a lot of information provided to them, and in the J-school, this is paramount.

But having things as they stand now at the J-school feels as if it is stabbing itself in the back.

Don’t get me wrong. This isn’t a personal attack on any of the staff who teach advertising and public relations. I have met some and the ones I have met are really quite nice. I also see the value of advertising and public relations in general.

But I think they need to exist outside of the J-School, for reasons outlined above.

Will the University’s School of Journalism and Communication lose financial support if this were to happen? That is a good question. What needs to be looked at is what percentage of all money going to the school is because of its advertising and public relations curricula. Or, rather, what aspects of the J-school as it currently operates rakes in the dough?

I mean, what would happen if advertising and PR were to be shifted to a branch within, say, the business school? I am sure the business school would love it since it would be easier for business students and teachers to work hand-in-hand with advertising and public relations students and professors to create a better message for, ultimately, consumers — which are citizens in business-speak. It is right up their alley.

It is not to say that advertising and PR classes are strictly geared towards for-profit companies. To be fair, the PR teachers I have spoken with are adamant that what they teach is related to nonprofits.

Of course.

But in a weird way, such an outlook is PR in practice. I mean, it is almost as if they are trying to convince us that this is the case so that they feel better about teaching public relations and the great reputation it has. Because remember, the NFL is a nonprofit too — that bastion of operational purity.

To the higher-ups in the University’s School of Journalism and Communication: Let advertising and public relations go. They don’t belong in the J-school. They are not journalism. They are not communication studies. Saying advertising and public relations is “communication” is disingenuous to the school, and I don’t buy it.

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About Jonathan Bowers

Jonathan Bowers is a journalism graduate student originally from Washington, D.C. He has a bachelor's degree from the University in News Reporting/Editing and Communication Studies, having been awarded 'Outstanding Graduate in Communication Studies' by the J-school upon graduation. He enjoys skiing, non-American football and the sunshine. He can be reached via email.
  • http://twitter.com/JamesJMueller James Mueller

    I’m curious, have you actually taken any ad or PR classes here? Because as an ad major, “students are taught how to be media-savvy and critical of what information is presented to them” in the ad school as well. I’m not sure what you think we’re being taught that goes so firmly against the goals of journalism, as you never actually articulate your reasons, but I’m interested to hear it.

  • Walentin

    The first thing we all as j school students are tought is the art of storytelling. Great Advertising is storytelling, and we as ad students are charged with creating great advertising. We tell stories. We use the same technology and methods of gathering information. Go to the next creative strategist expo and see for yourself.

    Alex Walentin

  • Chris

    It seems abundantly clear that Jonathan’s never set foot in an advertising class at the University of Oregon.

    But don’t get me wrong, I’ve met Jonathan, and he’s a nice guy. :)

  • http://twitter.com/JShillin Jacob Shilling

    You’re aware that news outlets where journalists work are all for profit entities, right? 

  • http://twitter.com/ChelsJennings Chelsea Jennings

    I’m going to go ahead and quote something you say in this article which clearly demonstrates that you have no idea what you are talking about…

     ”But teaching advertising and public relations in the University’s School of Journalism and Communication really goes contrary to what journalism and communication studies (outlined above) are supposed to do:develop sharp, critical thinkers who look at information provided to them with a skeptical eye instead of blindly taking information provided to them — which is provided to them at times from advertisers and public relations personnel.”

    Every advertising class I have taken has taught me to not only be a critical thinker, but to be a culturally aware individual that recognizes that advertising is a chance to tell a story and reach out to people. We are taught to look at things with adherent skepticism. I mean hell, during the first five minutes of my first advertising class my professor fully admitted that 90% of advertising is poorly made crap. And not only that, we’re being prepared to change this, to take our skepticism and change the industry for the better.

    The only way to change a problem is change it from the inside. We know that the advertising industry has its problems, as big as they can be, but we’re going to graduate with a better perspective, and with tools in our belt to be cultural problem solvers.

    I would also like to point out that some of the problems in are the ad industry are the same problems that are present in the journalism world. People are being incredibly misinformed by the media, which is a huge conglomerate controlled by some very powerful businesses. I suggest you take a closer look at the profession you are headed into, before you criticize another. 

  • Cgiblin1

    I wouldn’t even have become interested in the Ad program had a not started taking general Journalism classes. Most Ad kids transfer into the major from other journalistic focuses.

    Many or the Art Directors have transfered in from an original magazine design focus, and I see plenty of Copywriters find their footing in Ad from a strong basis in writing stories for Ethos/Flux, reporting projects, etc.

    No offense at all to the business program, but it doesn’t focus on teaching design or creative storytelling. Moving Ad into Lillis would alienate the entire Creative focus (copywriters, art directors, interactive designers, digital, etc) in advertising.

  • http://twitter.com/Beckett_Short Beckett Short

    “But teaching advertising and public relations in the University’s School of Journalism and Communication really goes contrary to what journalism and communication studies (outlined above) are supposed to do: develop sharp, critical thinkers who look at information provided to them with a skeptical eye instead of blindly taking information provided to them — which is provided to them at times from advertisers and public relations personnel.”This is absolutely dripping with irony.  You’re just operating on these incorrect cliches about advertising: We are evil, we corrupt your children, we are sabotaging culture, etc.I find it laughable you would make such a statement about us without having done any – dare I say – journalistic research about this program.  You, ironically, do not use a skeptical eye, and are not exhibiting any sort of critical insight about advertising’s place here.Life is full of bad people in bad institutions.  Journalism, advertising, music, sandwich artistry…all are replete with crass, uninformed people.  It’s a part of life.  Putting one aspect of your school above the other isn’t genuine or helpful.  This program is full of intelligent students who are trying to change the way advertising speaks to us, has brilliant and supportive teachers, and has actually done more to erase my inherent anger and cynicism than any other set of classes I’ve ever taken (advertising! who would have guessed?). 

  • Holly Schnackenberg

    As a journalist, I would think that you would welcome advertising professionals with a background from the SOJC. No one in any field, be it in the media or not, should take information given to them blindly. The SOJC gave me the skills that I use every day in my work in advertising– skills that I would definitely not have had I attended the business school (another comment entirely… Advertising is about a lot more than just selling things. You only need to watch one episode of Mad Men to see that). In fact, I believe that more journalism schools should host advertising within their colleges to encourage the wonderful and ethical advertising that is encourage at the University of Oregon.

  • Bob Rodgers

    Full disclosure, I’m an Advertising major graduate at UO.The writer of this article just comes across as a
    straight news journalism snob the way highfalutin English majors bring
    out the snobbery once you tell them you’re a journalism major. He
    probably became so disgruntled one day
    that he decided to continue the pecking order and lash out at majors he
    feels aren’t “media-savvy and critical of what information is presented
    to them.” I give him credit for having the courage to rock the
    boat, because I’m sure many professors grading him in the future won’t
    forget this piece. That said, if he could get over his pious news
    reporting/editing world he lives in and take 12 credits of both
    PR/advertising; he’d be shocked at how media-savvy and critical thinking
    students are in these majors. Lastly, a wise professor at the
    J-School once told me: Journalism students are full of shit, PR/AD
    students know they’re full of shit.

  • http://twitter.com/EricPerrenoud Eric Perrenoud

    It’s a good thing this is posted in the opinion section of the Daily Emerald, because that’s all this is.

    There is no research here, let alone a consistent use of the dictionary. You clearly have hang-ups on the word “communication,” but I’m not sure that you know what it means.

    communication: the imparting or exchanging of information or news

    I can only assume then (much like you do) that you believe advertising is purely one sided. That it’s a constant barrage on the general public w/ no discussion, and therefore isn’t a conversation. That an advertiser’s goal is for people to be “blindly taking information provided to them,” as you so eloquently put it. I don’t think you’re talking about advertising and PR. You’re only talking about bad advertising and PR. Trust me, it’s a lot more complicated than you think.

    Let me tell you a story. I also hated advertising. I hated advertising so much, because I was way too smart to fall for it. I could read between the lines. I knew what they secretly wanted me to do. Then I realized that I just hated BAD advertising. There is a difference, and that’s why I, along with many others, are taking a Ghandi approach to it – being the change we want to see.

    Clearly you also want to see some changes, but REMOVING IT from the School of Journalism???

    “I am sure the business school would love it since it would be easier
    for business students and teachers to work hand-in-hand with advertising
    and public relations students and professors to create a better message
    for, ultimately, consumers — which are citizens in business-speak. It
    is right up their alley.”

    I hate to break it to you, but we can already do that. Stacking more students into one building would not make it better for anyone – if that’s what you’re proposing. I don’t think that’s up anyone’s “alley.” We are all on campus, and we have several forms of communication (*see definition above) at our disposal.

    I think we’re doing fine just where we are. You don’t have to buy it.

    -Eric

    oh, and nice NFL analogy.

  • Duy Vo

    Go do some research before making ridiculous claims.

  • Joe Condon

    Not just communication — mass communication.

    If the ad school no longer develops “sharp, critical thinkers who look at information provided to them with a skeptical eye,” things have certainly changed since I was there.

  • Matt Casey

    Excellent point Jacob. Having worked in ad sales for the Emerald and now the Wall Street Journal, I will say that Jonathan had better do a little further research. The very platform on which He is sharing his ill-informed opinion would not exist without advertising.

  • Jmr

    The very first thing I learned in my PR classes was tell the truth. We REPORT on our company or product through forms of MASS communication such as social media, advertising, newspaper, etc. Isn’t all that what journalists do? Sure, PR professionals are more bias (although, there are some pretty opinionated news articles out there), but it is still communicating a truth to the masses. That right there is journalism. Business school…….please.

  • Cameron Clow

    Being both a Business (Sports Marketing) and Advertising major I can say with great confidence that I have obtained an education in each that is unique and could not be clumped together in one school. The Business school, specifically marketing (which I assume you see as the tie to advertising) teaches a student how to set marketing objectives, how to diagnose a business problem (not a symptom of the problem) Ex: low sales is a symptom of a deeper problem, which might be as simple as a bad product, or a new competitor. The Business school also teaches about many other classes that contribute to a broader understanding of business (which you clearly don’t understand being a J-major and claiming that any news company is not a business, I’ve got news for you – they are some of the largest corporations in the world). So that’s a quick rundown of the business school – very logical, very into business and very  much about making money.

    In the advertising program we have RARELY discussed operating solely based on making money for a business. Advertisers know that is the goal of the businesses that employ their services, but bending over backwards for a bad business and creating bad advertising just to make money is not something I’ve learned in our advertising program. What I have learned from our program is how to think creatively, the benefits of using different media channels, how to make an interactive iPad publication and many of the intricacies of the advertising world (which you have clearly judged off what is most likely a couple bad commercials you saw at 2AM while you were awake apparently not researching the UO Advertising or PR programs).

  • Max R

    Removing the basic training the SOJC provides it’s Advertising and Public Relations students would create worse ads and less truth in the world. Comparing J-school ad students to students out of advertising portfolio schools, you will see a lot of mistruths and unethical messages.

  • Laura England Flanigan

    I think that Advertising and Public Relations mix with some core-J-School Classes but really belong in the Business School. 

  • http://ganderhere.com/ Kevin Bronk

    Separating advertising and PR from the journalism school would not separate journalism from the latter. Every publication and news outlet relies on advertising and PR – both to publicize the outlet and fund it. Journalists must be savvy in the nature of these entities to produce ethical, honest journalism. 

    Also, as mentioned by other comments, the business school does offer its own form of marketing classes. They are much different beast than that of j-school. The business school marketing students use Microsoft Excel and Powerpoint, j-school advertising students spend endless nights toying on photoshop, indesign, illustrator, dreamweaver, final cut pro, etc. The difference in programs speaks to a difference in approach, skill set, and mindset. Concepts vs projections. Communication vs sales. 

    Attempting to say advertising and pr are not communication is like saying water isn’t wet. Next will you argue mag design students should instead be in the art school or long-form journalists should quite and just be English majors? As if there is not a unique approach to journalistic communication…. 

    We’re in a day and age of quick media. Twitter and other social networks are beginning to dominate the communication world. To be a successful journalist, you need to market yourself and understand the marketing of the media world around you. The journalism school makes a brilliant effort to bridge those gaps and if you watch closely at publications such as Ethos Magazine, Flux Magazine, and even the ODE, you’d see the necessity for every form of communication for which the journalism school offers classes.

    There is no vale of operational purity. The media world is messy with lots of sloppy journalism and an equal rate of sloppy advertising and promotion. From the years I spent in the journalism school, I saw a program and a staff dedicated to educating students to be pure and powerful in their mass communication pursuits, no matter the avenue. 

    And for the record, many journalism students take foreign language or sign, in order to be even more effective when communicating to the masses. 

    With a focus in magazines, my education and experiences from the journalism school would have been half what they were without easy access to brilliant faculty understanding all realms of the communication world and without the constant collaboration from my advertising, PR peers. 

  • Mikemackin

    Isn’t journalism supposed to report the news to the public and pr supposed to sell things to the public? If so, Jonathan is spot on, albeit a liitle hazy. thoughts from you smarty pants?

  • SOJC alum

    How did this drivel get published???