Principles for further education in professional communication: Continuing education or postgraduate degrees?

The popularity of communication courses with specific vocational outcomes - journalism, public relations and media production suggests a maturing market for education in professional communication. There has, however, been comparatively less rapid growth in postgraduate education. This paper presents some preliminary findings about practitioners' attitudes to postgraduate education in journalism and public relations. Implications for university education, vocational specialisation and continuing professional development are discussed in light of current debates on professionalisation, the tertiary education sector and the nature of knowledge in our culture and society. Principles guiding new educational design in professional communication courses are proposed.