Experiential learning in public relations education in South Africa

Purpose – This paper seeks to present a view on the experiential learning practices in public relations education in South Africa. The focus of the study on which the article is based is to identify the view of the educators on experiential learning and the different experiential learning methods used in the education and training of public relations learners in South Africa. Kolb's theory of experiential learning (1984) is used as a point of departure. Design/methodology/approach – A qualitative research approach supported by quantitative research techniques was used to determine the perception, interpretation and implementation of experiential learning by higher education institutions as service providers of public relations qualifications. Findings – In summary the findings of the study indicated a shared opinion of the importance of experiential learning but that experiential learning as a learning approach is not followed. Originality/value – The proposed framework uses experiential learning principles as a basis for the education and training of public relations learners.