Editorial Record: Submitted May 14, 2025. Revised and accepted November 20, 2025. 

Authors

ABSTRACT

Members of the Commission on Public Relations Education (CPRE) surveyed U.S. practitioners to assess needs for graduate education, specifically desired knowledge and skills. This study updates findings from an October 2012 report, particularly how the global pandemic and technology developments in the areas of Artificial Intelligence and video conferencing affect PR practitioners’ perceptions. The new study reveals the most desired areas of knowledge were crisis comunication and issues management, strategic communication in a digital environment, and ethics. The most desired skills included written and oral communication, strategic planning, and interpersonal communication. Results revealed lukewarm perceptions regarding the value of advanced degrees among lower-level and top managers, but some support for professional certifications, particularly in leadership and AI. Implications for graduate education are provided.