Universities across the Midwest are modernizing communication programs to keep pace with advancing technologies.

Following the footsteps of schools such as University of Wisconsin and the University of Kansas, Iowa State has begun the process of combining public relations, advertising and communication studies into one major – strategic communication.

The concept is still in development at Iowa State.

“Some of the best programs across the country are taking this integrated approach,” said Scott Chadwick, assistant professor in the Greenlee School of Journalism and Mass Communication.

John Eighmey, professor and chairman of the Greenlee School of Journalism and Mass Communication, said the change was brought about by a momentum in the industry leading toward integrated planning communication efforts.

“Modernization of technologies in the business area has brought mass communication together with interpersonal communication, which has made it much easier to get in touch with other business people and ideas,” Eighmey said.

Technology in businesses as well as academics has been influential in this process. Chadwick said formation of the idea has been gradual.

“We have an advisory board here, composed of alumni and various others, which meets with Iowa State faculty members twice a year,” Chadwick said. “The idea of the merger emerged over time through our meetings and discussions.”

Chadwick said the restructuring would allow students to be better prepared for the future.

“In the business industry, they are hiring people with more integrated skills [and] they want those who can do more things,” Chadwick said. “This merge will allow students to be better prepared for this, as well as allowing them to have control over the courses they take and which areas they want to focus on.”

Chadwick and Eighmey said the merge doesn’t mean the individual majors will be made unavailable.

“The labels of the individual areas of specialization are going away, but that is all,” Chadwick said. “The educational opportunity is just becoming broader for the students, not taking anything away.”

Eighmey said he wants students currently in the majors to understand they can complete them.

“Students will of course be able to complete these majors if they are in them now, and we will also facilitate those who wish to switch later,” Eighmey said. “We are remaining very flexible with this whole thing, it is simply meant for the benefit of the students.”

Preparing students for future advances in technology and business in the best way possible is the main goal within this program, Eighmey said. Chadwick also said this is the most important aspect in students’ preparation for the realities of the industry.

Both professors said the integration will bring only benefits to the students.

“The only disadvantage would be to do nothing, to not advance with our society at all,” Eighmey said.