UPOU undertakes collaborative work on PR education

Memorandum of Understanding Signing (seated from left): Dean Elena E. Pernia of the College of Mass Communication, Dr. Nicanor Tiongson of CMC Foundation Inc., Chancellor Grace Javier Alfonso of UPOU, Mr. Jones T. Campos of PRSP, and Vice Chancellor Lorna Paredes of UP Diliman sign the MOU. With them are the officials of UPOU, CMC, PRSP, and CMCFI.

 

To study, develop, and implement a sustainable program in Public Relations education in the country, four institutions entered into a partnership to fulfill such undertaking. The UP Open University (UPOU), College of Mass Communication (CMC) of UP Diliman, CMC Foundation Inc. (CMCFI), and the Public Relations Society of the Philippines (PRSP) signed the Memorandum of Understanding on 22 February 2008 at the College of Mass Communication, UP Diliman.

Chancellor Grace Javier Alfonso said that the partnership with the three institutions is another historic moment because it echoes UPOU's theme for its 13th Foundation Day, “Matibay na Ugat, Mayabong na Sanga.” She added that the undertaking is another opportunity for UPOU to help “strengthen the Filipino workforce.” 

The area of Public Relations is something that, previously, the CMC did not want to explore because of the negative connotation attached to the practice. But, as a profession, PR has grown immensely in the country, that it is something that must be faced, said Dr. Nicanor Tiongson, president of CMCFI. That's why he now encourages everyone involved in the partnership to help evolve a kind of PR that will serve and develop the country and its people-- as expressed in the vernacular, “maglilingkod sa sambayanan.”

Mr. Jones T. Campos, PRSP President, said that with this academic collaboration with two UP constituent universities, he can look forward to the moment that people will look at Public Relations as a “professionalized” career  or occupation and no longer “pa-PR, PR lang.” He added that with the development of PR courses, the members of their society will be able to share with those who intend to enter the field the profession’s knowledge and experiences gained from the practice of PR in the country. (Luisa A. Gelisan, OC).

(Date posted: March 5, 2008)