Dr. Dean Kruckeberg, PhD, APR, Fellow PRSA, Professor, Department of Communication Studies, the University of North Carolina at Charlotte; Chair of the National Professional Freedom and Responsibility Committee (PF&R); member of the President’s Advisory Council and National Board of Directors of the Association for Education in Journalism and Mass Communication (AEJMC).
ACADEMIC AND PROFESSIONAL CAREER:
Dr. Kruckeberg has lectured and taught worldwide, as well as worked professionally as a public relations practitioner. He worked at Lutheran General Hospital, a large teaching hospital and health care center in the Chicago area, for four years and as an extension information specialist (publications) for the Agricultural Extension Service of the University of Minnesota for four years, as well as part-time during his undergraduate college career -comprising over a decade of practitioner experience in journalism and public relations. Dr. Kruckeberg has been on the faculty as an instructor at the University of Minnesota-St. Paul; as an instructor at the University of Iowa; as an assistant professor and student newspaper advisor at Northwest Missouri State University; and, for 25 years, as an assistant, associate and full professor at the University of Northern Iowa before assuming responsibilities from 2008 to 2013 as executive director of the Center for Global Public Relations and as a full professor at the University of North Carolina at Charlotte.
He was executive director of the Center for Global Public Relations, a service unit in that department, from 2008 to 2013. From 1983 through 2008, Dr. Kruckeberg was a public relations professor in the Department of Communication Studies at the University of Northern Iowa, serving most of those years as coordinator of the Public Relations Degree Program or of the Mass Communication Division. From 1997 to 2012, Dr. Kruckeberg was Co-Chair of the Commission on Public Relations Education.
Dr. Kruckeberg is past Chair of the Public Relations Division of the International Communication Association and is former Head of the Public Relations Division of the Association for Education in Journalism and Mass Communication. In 1997, he was one of two candidates for President-Elect of the Association for Education in Journalism and Mass Communication, and he presently serves as a member of the national Professional Freedom and Responsibility Committee, having been elected to a second three-year term in 2015. He is past Resolution Chair, Vice Chair and the 2018 Chair of that national committee, and he is a member of the AEJMC President’s Advisory Council and National Board of Directors. Dr. Kruckeberg is former Chair of the Public Relations Division of the National Communication Association (1993); was 1997 Chair of the PRSA Educators Section (now Academy); was 1997 Co-Chair of the Educational Affairs Committee of PRSA; was a member of the Research and Educational Advisory Board of the Institute for Public Relations; and is an advisory board member of the International Public Relations Research Conference. He has been an active member of several other professional associations and was a charter member of the Commission on Global Public Relations Research. Prof. Kruckeberg was a Senior Fellow of the Society for New Communications Research, was a member of the Board of Directors of this global nonprofit research and education foundation and was Chair of the Editorial Committee of SNCR’s Journal of New Communications Research (JNCR).
Dr. Kruckeberg is a Fellow of the Public Relations Society of America (inducted in 1990), was 2010 chair of the PRSA International Section and is a member of PRSA’s Global Affairs Committee. From 2000 through 2002, he served a two-year term as director-at-large on the national board of this 21,000-member professional association, and he is a former member of the PRSA Advocacy Advisory Board. Dr. Kruckeberg was 1993-94 Midwest District Chair of PRSA; was 1996 national nominating committee member, representing the Midwest District; had served on the executive committee and was newsletter editor of the PRSA International Section; was newsletter editor of the PRSA College of Fellows; is former National Faculty Advisor of the Public Relations Student Society of America (1989-91); and is a former Advisor to Forum, the national newspaper of PRSSA.
PROFESSIONAL AND SCIENTIFIC INTERESTS:
- International Public Relations
- Public Relations Ethics
- Mass Communication
- Communication Theory
- Strategic Communication
- Communication Science
- Online Journalism
- New Technology
- Crisis Management
- Development Communication
KEY SCIENTIFIC PUBLICATIONS:
Dr. Kruckeberg is the author and co-author of many book chapters, articles and papers dealing with international public relations and international public relations ethics:
- Public Relations and Community: A Reconstructed Theory.
- The 6th-11th editions of This is PR: The Realities of Public Relations
- Transparency, Public Relations, and the Mass Media: Combating the Hidden Influences in News Coverage Worldwide (2016).
CONFERENCES AND COMPETITIONS PARTICIPATION/AWARDS:
Dr. Kruckeberg is recipient of many awards for his extraordinary contributions to the practice and profession of public relations:
- “PRIDE Award for Outstanding Contribution/Achievement in Public Relations Education” by NCA Public Relations Division’s (2016)
- Atlas Award for Lifetime Achievement in International Public Relations by the Public Relations Society of America at its International Conference in Philadelphia (2013)
- Infinity Award, the highest award to a public relations professional by the Charlotte Chapter of the Public Relations Society of America (2011)
- Jackson Jackson & Wagner Behavioral Research Prize at the International Conference of the Public Relations Society of America in Salt Lake City (2006)
- Wartburg College Alumni Citation (1998)
- Pathfinder Award presented by the Institute for Public Relations (1997)
- State of Iowa Regents Faculty Excellence Award (1997)
- National "Outstanding Educator" of the Public Relations Society of America (1995)
Some of the conferences:
- 65th Annual Conference of the International Communication Association, San Juan, Puerto Rico (pre-conference program, May 2015)
- Critical Perspectives, Edgework and Creative Futures Conference,” Queen Margaret University, Edinburgh, Scotland (August 2015)
- International Research Conference of the Department of Integrated Communications at the National Research University Higher School of Economics in Moscow (2015).
- International Conference-Public Interest & Media Impact at Shih-Hsin University, Taipei, Taiwan (keynote speaker, March 2014)
- First Conference of the Middle East Public Relations Association (keynote speaker, 2011)
- European Public Relations Congress, Kiev, Ukraine (keynote speaker, 2007)
- International conference Municipal Social Policy and Publics: Realities and Perspectives, sponsored by Ulan-Ude City (keynote speaker, 2006)
TOPIC OF THE REPORT:
A Voyage into Uncharted Waters: Societal Implications of Today’s Global Media Environment
Drs. Tsetsura and Kruckeberg will examine today’s media environment, in which tribalism exists among a global population that is young, uneducated and with few prospects for personal sustainability. However, this demographics’ proficiency in readily available communication technology is leading to fundamental societal changes that are uncharted waters offering little forgiveness for navigational error. Of particular significance is the flattening, and oftentimes juxtaposition, of power in which highly volatile virtual publics can emerge unpredictably, immediately and with inordinate influence. Media transparency is essential in a global environment in which changes in media usage and news consumption increase opportunities for alternative channels that exacerbate distrust of media and perceptions of truth. Addressing these problems is essential as nation-states engage in both domestic and foreign policy.