STUDENTS OF THE NET: THE DEVELOPMENT OF AN ENTREPRENEURIAL ORIENTATION AMONG STRATEGIC COMMUNICATION GRADUATES

With rapid changes in industry, schools with offerings in communications and/or media studies have begun to teach entrepreneurship (O’Neil, Hays, & Bagwell, 2013), but it is not known if or how students are developing an entrepreneurial orientation to support their professional lives. In this case study, the researcher sought to explore in depth Net Generation (born between 1982 and 2000) college graduates’ experiences of entrepreneurship studies and their development of an entrepreneurial orientation for their professional lives. The intent of the study was to provide a thorough analysis of how entrepreneurial orientation is developed through classroom and student activities and experiences and reflected in participants’ careers after college. Fifteen individuals, all alumni who earned a bachelor’s degree from the AEJMC-accredited school in strategic communications were interviewed. The interviews were analyzed to gain rich, descriptive insights into the identified needs. Along with nine interviews and one focus group with six individuals, artifacts were used and a synthesis of analysis led to four thematic findings:
(a) preparing for professional life,
(b) tools for communicating,
(c) strategic direction, and
(d) navigating uncertainty.

From the findings, four results were drawn suggesting that success during college is to learn and work in the real world through competition. Online skills and writing are critical tools to define and grow a business endeavor or get job opportunities. Strategic direction learned in college minimizes risk and drives innovation and proactivity. The final finding included that their variety of jobs involve emerging communication tools (intreprenuer) built on the potential of future autonomous leadership roles (entrepreneur). The study concluded and recommended integrating experiential learning by working start-up businesses and social cause organizations into upper-division classes.

Other recommendations include teaching business operations as part of setting strategic direction, and developing more cross-disciplinary programs on campus while integrating a class on entrepreneurial leadership into the public relations curriculum. Recommendations for further research include expanding this study to larger markets and diversify schools, conducting research on entrepreneurs in strategic communications, and studying businesses and organizations that hire a large number of graduates from the Net Generation.