The Princeton Review, which has a host of products aimed at helping prospective college students and says it is used by one-half of all those entering colleges, recommends against the specific study of PR in an essay on "Career: Public Relations" on its website.

The Review, founded in 1981 by Princeton graduate John Katzman but with no connection to Princeton University, says its career essays are constantly updated.

"A broad education is the best preparation" for a career in PR, says the essay, "since PR requires familiarity with a wide variety of topics."

"Though some colleges offer a degree in PR, most industry professionals agree it's unnecessary," says the essay.

The company has just published its 2008 Best 366 Colleges and also its guide to the "Top Party Schools."

Prospective college students can input data to the Review and receive a list of colleges that answer these needs. The company also offers test preparation for SAT and other tests, receiving about 70% of its income from such services.

Other publications are the Complete Book of Colleges and Parents' Guide to College Life.

PR Person an "Image Shaper"

PR people are called "image shapers" in the current essay on PR on the Review's website. It notes that although PR involves dissemination of information, "some view this cynically as 'spin doctoring.'"

An "old saying," says the essay, is that "advertisers lie about the product" and "PR people lie about the company."

Such considerations aside, the essay continues, the PR person must be a "good communicator in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their clients."

A PR person must be "well versed in pop culture to understand what stories will get the publics' attention," the essay says.

"Any major that teaches you how to read and write intelligently will lay a good foundation for a career in PR," the essay concludes. It says "many PR people become journalists to exercise more creativity" and "a number of journalists turn to PR for better money."

Wes Pedersen, Principal, Wes Pedersen Communications and Public Relations (8/29):
There are two related professions that truly require no in-depth college focus: Public relations and journalism. In each case, a solid education English, history, politics and other basics that loom large in everyday life will suffice as preparation for the ultimate career choice.

The wouldbe journalist with such a background can succeed if editors see in him or her the potential to learn on the job.

Similarly, in public relations, the real payoff training comes on the job. That's where mentoring becomes so vital in such instances: it's amazing how performance in PR and journalism blossoms when the newcomer is aided in learning by a concerned mentor.

Joe Honick, GMA International Ltd (8/24):
I would imagine some sensitive academicians might get upset by the Princeton Review. OTH, how would established successful PR folks address the educational foundations for those eager to enter the business, profession, industry or whatever it is supposed to be? The idea that good practioners have to understand "pop culture" is of course a little on the naive and silly side though such knowledge might help in almost any business including rock music, politics and circus promotion.

We do sometimes take ourselves a little too seriously, don't we? But then the academics have their own turfs to defend until tenure sets in.

John Adams, John Adams Associates, Washington DC (8/24):
Thanks for providing this. I totally agree with the author. Though with the notable exception of Bill Safire, I haven't heard of many PR people going into the media. While journalism experience is considered a valuable credential for PR, I doubt that the reverse is true.