There was a time when a news reporter only worked for a newspaper, broadcast station or a magazine. Times have changed. Today’s news reporter is likely to deliver the same story different ways: for print, broadcast and online audiences.

It's the same on the business communications side. Yesterday, you worked in advertising, or public relations, or marketing. Today, one person may implement all those efforts.

That's convergence. Newspapers, broadcasting and the Web move toward one another as partnerships among media increase. Advertising, public relations and marketing come together to create what is often called integrated marketing communications.

The old divisions are dissolving. And that means what we teach, and how we teach it, also must change.

New world, new curriculum

In the fall of 1997, faculty at KU's J-School began the long process of revamping the curriculum to prepare students for 21st-century careers. The result was an innovative converged, cross-platform and cross-disciplinary program. Since 2001, students and faculty have benefited from the full effects of the change.

“One of the main drivers behind the curriculum change was the finding that, within five years, a majority of our graduates had changed careers,” James Gentry, J-School dean at the time, said. “The goal of the new curriculum is to prepare students to be more flexible, to give them a broader array of experiences and provide an environment for more critical thinking. The faculty agreed to do the best thing for the students by creating a collaborative and dynamic environment.”

Keep the good stuff

The J-School's curriculum prepares students to tackle these trends toward change in media. At the same time, the School has continued its longtime emphasis on writing, reporting and editing.

Undergraduate students all study the same core journalism skills before focusing on one of the two tracks, News and Information or Strategic Communications. Graduate students focus on News and Information or Strategic Communications, at the main Lawrence campus, or Marketing Communications, at the Edwards Campus in Overland Park, Kansas.

The goal is to give students both conceptual understanding and hands-on experience of why things work as they do in the fields of communication.

It's working

Associate Dean David Guth cites the positive effects of the new curriculum in his students’ performance in the classroom and their success in finding internships and jobs.

“I think we hit our stride under the new curriculum in 2002,” Guth said. “While we are very pleased with where we are, the faculty will continue to examine how to teach more wisely and more effectively in terms of class content and management.”

Gentry agrees nothing was lost in the curriculum change, and says that in fact, students are even better prepared now.

“This balance in the curriculum gives students an edge,” Gentry said. “Graduates are well versed in the traditional aspects of journalism and have a unique understanding of the changing role of media in society. They graduate well prepared for a wide variety of careers in journalism and mass communications.”

Outsiders agree

Quill magazine, the magazine of the Society of Professional Journalists, said the J-School is "considered by many to be a model for innovative curriculum revision."

And the School’s 1999 re-accreditation report praised faculty members for “pioneering curricular efforts to prepare students for media convergence while maintaining its traditional emphasis on writing, reporting and editing.”

Student achievement

J-School students continue to consistently receive recognition from the William Randolph Hearst Foundation, Roy Howard Foundation, Dow Jones Newspaper Fund, Robert F. Kennedy Journalism Awards and other awards from prestigious advertising, broadcast, magazine and public relations industry organizations.

Students gain hands-on experience through professional internships and by producing national award-winning student media, including the Multimedia Newsroom, the University Daily Kansan newspaper and KUJH-TV. They participate in professional groups and even play a role in determining school policies.

“Our close connection to students is what makes us unique,” Guth said. “This is true not only for the School of Journalism but the entire university. We are blessed with great students who are career directed and very disciplined.”