Stakeholder expectations and perceptions of Work Integrated Learning : a case study of the Public Relations programme at the Durban University of Technology

Abstract

Unemployment is currently a global challenge. Therefore, South Africa cannot be exempted. Statistics show that there is a high percentage of unemployed graduates in South Africa due to a lack of required skills as per the industry requirement. Work Integrated Learning (WIL) is considered to be the key role driver in order to reduce the high rate of unemployable graduates. WIL was proposed by both the Department on Higher Education and Training and the Council on Higher Education (CHE2011) as a strategy to combat the challenge of unemployment facing graduates in South Africa. The aim of this study was to explore the expectations and perspectives of employers, co-ordinators and students involved in the Public Relations WIL programme at the Durban University of Technology (DUT) in Durban, South Africa. The study further aimed to propagate knowledge of stakeholder expectations and to identify gaps and strengths in the expectations of all stakeholders. This study utilised a qualitative approach and a convenience sampling technique to acquire participants. The population centred on N=46 participants, which included N=30 students registered for Public Relations Practice, N=1 DUT WIL Coordinator and N=15 Industry Supervisors. The participants were selected based on their involvement in the WIL Programme in 2016. In-depth interviews, observations and focus group discussions were conducted by the researcher to collect primary data from the focus groups, WIL employers and the DUT WIL Coordinator. The study revealed WIL as an important component of the Public Relations Programme. The findings further outlined that transition was necessary for PR WIL students and that the importance of placement within the Public Relations Industry is a necessity to provide proper opportunities for PR WIL students to experience professional life, with the notion that such experience will promote knowledge development. The study concluded that all students had a common objective of WIL, which was to put into practice what they had learnt in class in a practical working environment. They indicated that the time-frame was too limited to conclude all the tasks in a space of six months. The study makes recommendations for the additional contributions to the PR WIL programme offered at DUT.