Abstract:

The Mass Communication Department at UAEU considered field training from the early founding of the Mass Communication Department in the 1980s.
Also it considered and realized the importance of the theoretical courses and practical curriculum to prepare PR students scientifically, to be able to confront cultural challenges, and to meet development requirements at U.A.E.
PR practicum in mass communication program passed multiple stages until the university adopted the latest version in the current curriculum called "new vision," in 2003.

Despite the evolution of field training for public relations, and the efforts made to improve training, the program still suffers from many dilemmas/ challenges.

If we realize that 80% of mass communication student enrolment is in the public relations track, we shall see clearly that PR graduates represent the largest contribution our program makes to the labor market in the UAE.
It drives the need for a review of public relations practicum and verify that it is in the way of achieving the objectives set for it and assure graduates meet the requirements of the labor market and have the necessary skills to perform their work effectively.
Public relations and other media professionals confirm that the main purpose of mass communications departments as training academies should be concentrating on combining the theoretical and practical sides and should focus on specific areas of practicum determined by the needs of the labor market and the nature of public relations profession.
According to this premise, the idea of this study centered on the evaluation of public relations practicum in the mass communications department at UAEU by analyzing its three components: public relations training program, site of training, and the internship students.

Research Questions:
- Does a public relations practicum in mass communications meet the requirements of UAE labor market?
- Does the new practicum plan supply the labor market in the UAE with graduates who are more efficient than the old curriculum graduates?

We aim to assess public relations practicum in the mass communication department, reveal whether curriculum and the practicum meets the basic requirements of the graduate students with appropriate personal character and high communication skills efficiency that help them to achieve the organizations objectives.

The Importance of the study emerges from the importance of public relations specialization and UAE labor market needs of PR graduates.
In the UAE, where globalization exists, different organizations whether services or commercial, public or private, commercial or non-profit, tourist or sports, need to recruit practitioners and specialists to deliver the Organization's needs to their different audiences; as well as deliver audiences’ needs and interests to the organization in a positive, effective and transparent ways.

Our research community consists of internship public relations students,public relations graduates, academic supervisors and field supervisors.

This study is divided into three sections, the first is theoretical framework of the study, the second is methodological framework and the third includes analytical field study results.

Keywords:

Public Relations assessment, PR, Internship, Evaluation, curriculum.