Workplace Learning in Today’s Crisis-Focused World

Trustyn Niceley

Operations Management

Arkansas Tech University

 The concept of workplace learning is not a new one and can take a number of forms.

From internships and practicums to professional seminars, webcasts, and conferences, workplace

learning encompasses opportunities for employees, interns and students to sharpen their skills

and increase their understanding of the applicable field. According to Illeris (2003), workplace

learning opportunities are beneficial to both the employee and the employer, in that they increase

talent of current team members while serving as a selling point to prospective candidates for hire

(p. 169). Furthermore, as more companies indoctrinate a culture of workplace learning and

continuous growth, the workforce becomes increasingly more specialized, overall. One such

example of a field that has seen significant increase in workplace learning is the field of public

relations.

Like many professional fields, increasing opportunities for professional development has

become an increasingly emphasized practice within the field of public relations. Some firms have

built connections with universities to develop programs that allow undergraduate students to take

a more active role in the daily operations of the firm (Swanson, 2011), while others are more

focused on continuous education for full-time professional employees (Swart, 2014). Regardless

of the format, the current trends for public affairs students and employees are currently revolving

most around discussion of current events and crisis management.

The pre-eminent and most widely discussed topic within the field of public relations that

is currently being assessed on a day-to-day basis is the novel COVID-19 pandemic and how

companies are responding. Specifically, a hot topic at this point in the pandemic is how to best

communicate event cancellations and changes to business operations to give way to healthy

practices. Schuman (2020) explains that public relations firms are on the front lines of gently

delivering news such as the cancellation of massive events such as March Madness and
Coachella. This line of work is known as crisis communication, in which empathy and public

safety are at the heart of the messaging, explains Schuman. This strong focus on the current

widespread conversation surrounding coronavirus and how organizations and society at large are

responding is a major talking point at this time.

Providing professional development through workplace learning surrounding this

universal topic that applies to everyone is critical for employee and company growth as the

world moves through uncharted territory and into a future that will be forever changed by this

pandemic. For instance, later in 2020 as the world begins to emerge from seclusion and people

are navigating the re-introduction to society, PR firms are going to again be looked to for

assistance in communicating a return to “normal” operations. The more PR firms find ways to

connect and share successes and failure, possibly through webcasts that serve as professional

development opportunities, the more they can prepare for that day.

But a topic that is a bit more immediate for PR professionals, adjusting to working from

home, is something that many firms are beginning to share with their employees right now.

According to Arenstein (2020), the sooner public relations firms provide PR pros with resources

for adjusting to this new workspace, the less friction companies will experience in assisting their

clients. Although the concept of adjusting to working from home might seem like it would not be

a high priority for workplace learning, Arenstein argues that this area of skill building is

fundamental for employee satisfaction and company success in this unprecedented time (2020).

This underscores the fact that workplace learning can encompass a large array of subjects and

platforms.

When students are considering coursework that contributes to a well-rounded foundation

for public relations employment, considering current events is critical. For instance, knowing
that I will graduate this summer, I expect to enter the public relations field during a very

tumultuous time. I think the most applicable kind of coursework and workplace learning that

would prove most advantageous at this point in time is crisis communications as well as

communication skills, in general. Professional Communications coursework revolves around

students developing an understanding of various styles of communication and appropriate

contexts for each style. Meanwhile, Professional Leadership coursework informs students on

effective styles of leadership in various contexts and how leadership can best be leveraged for

optimum results.

Unfortunately, through my research, I was unable to find a class within the Professional

Studies degree program that involves crisis communication or crisis management as a primary

focus. However, I feel an interesting elective might be a course from the Emergency

Admin/Mgmt degree program, particularly Developing Emergency Management Skills or

Preparedness and Response Operations. After reviewing the course catalog and available

information on these particular classes, they sound as though they may provide opportunities to

refine skills related to empathetic and effective communication with communities and

companies, which would directly apply to public relations.

The general concept of workplace learning, while not often considered when job

searching, is actually a highly effective means of acquiring greater knowledge and experience

while in the field or studying in preparation. Particularly during this time of sweeping fear and

change, it is critical that employers provide their employees opportunities for professional

development via webcasts, Ted Talks, or other means of information sharing. The more that

firms work to develop skills surrounding crisis communication, the better new public relations

professionals will perform as they enter the field and begin their careers.
 References

Arenstein, S. (2020, March 18). How PR Pros Can Trick their Senses into Thinking a Home

office is the Office. Retrieved from https://www.prnewsonline.com/coronavirus-

communications-updates-coverage-and-pr-best-practices/

Illeris, K. (2003). Workplace learning and learning theory. Journal of Workplace

Learning, 15(4), 167–178. doi: 10.1108/13665620310474615

Schuman, N. (2020, March 16). Best Practices for Communicating Event Cancellations.

Retrieved from https://www.prnewsonline.com/cancellations-tips-coronavirus

Swanson, D. J. (2011). The student-run public relations firm in an undergraduate program:

Reaching learning and professional development goals through ‘real world’

experience. Public Relations Review, 37(5), 499–505. doi: 10.1016/j.pubrev.2011.09.012

Swart, C. (2014). An assessment of work-integrated learning for public relations in an open

distance learning context. Public Relations Review, 40(2), 387–396. doi:

10.1016/j.pubrev.2013.10.008

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