Özet:

The education process, which has undergone digital transformation due to factors such as the transition to information society, change in technology, social dynamics, and globalization, has also affected the discipline of public relations. In this direction, the study aims to systematically obtain expert opinions on the digitalization process in public relations education. In addition, this study further aims to make predictions of public relations education, reveal expert opinions, and reach consensus with the panel members consisting of 15 academicians/experts in the field of public relations. The results of the research, which applied Delphi technique as a method, pointed out that the panel members reached a consensus on 50 variables in 3 rounds in total. In this regard, there was one particular opinion that was emphasized in the field work: flipped and blended education models were considered as the most successful and efficient digital education models during public relations education’s digitalization process. According to another finding of the study, flexibility and adaptability, social and cross-cultural skills, communication and collaboration, information literacy, ICT literacy, and global awareness are among the most important skills and themes that both academics and students should have in public relations education’s digitalization process. Finally, the research findings show that in competencies (proficiency-qualification), learner competence for academicians and creative communicator competence for students came to the fore.

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