Letters.I just wanted to congratulate you on the terrific improvements to Communication World. The feature articles have been excellent and highly strategic as opposed to tactical or just FYI "For your information." See digispeak. FYI - For Your Information . Good work! PAUL MLODZIK The Co-operators Guelph, Ont., Canada Although all of the articles on measurement in the Jan.-Feb. issue of Communication World were solidly informative and cogently presented, they all sidestepped a crucial issue stuffed with opportunity to upgrade communicators' measurement deficit: namely, education--before communicators enter the workplace. Too much learning about research and measurement comes too late in communicators' careers; more needs to happen at professional conception. But most undergraduate communication curricula give momentary attention, at best, to measurement topics. Even the better programs require only one, or maybe two, courses in research methodology, and few stretch to effects measurement. History teaches us that academia changes curricula only when pushed, and pushed hard by employers of graduates, primarily. More, and harder, pushing needed, I'm afraid. IABC IABC International Association of Business Communicators IABC Indo-Americans for Better Community and its Foundation have the kind of "push power" that can make a difference--if only they would use it. I did take heart from one revealing observation by Julie Bjorkman Chughtai, ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. , APR APR See: Annual Percentage Rate , director of executive communication, DePaul University. As a participant in a panel discussion on "Assessing the Value of Communication," she noted, "As communicators, we need to learn how to measure. Unfortunately, I had to learn on the job. We should be teaching the next generation of communicators both the art and science of what we do." More of that kind of hopeful talk, please. After all, instilling communication students with more measurement savvy will not only make them stronger communication professionals but also stronger business professionals. J. DAVID David, in the Bible David, d. c.970 B.C., king of ancient Israel (c.1010–970 B.C.), successor of Saul. The Book of First Samuel introduces him as the youngest of eight sons who is anointed king by Samuel to replace Saul, who had been deemed a failure. PINCUS, PH.D., APR Visiting Professor and former MBA MBA abbr. Master of Business Administration Noun 1. MBA - a master's degree in business Master in Business, Master in Business Administration Program Director University of Arkansas The University of Arkansas strives to be known as a "nationally competitive, student-centered research university serving Arkansas and the world." The school recently completed its "Campaign for the 21st Century," in which the university raised more than $1 billion for the school, used , Walton College of Business Fayetteville, Ark., USA |
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