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Dean Kruckeberg

University of North Carolina at Charlotte
Professor, Department of Communication Studies, and Executive Director, Center for Global Public Relations
UNC Charlotte, 9201 University City Blvd.
Charlotte NC 28223
P: 704-687-3183
F: 704-687-6900
dkruckeb@uncc.edu
Twitter: @dkruckeb

BIO

Dr. Dean Kruckeberg, APR, Fellow PRSA, is executive director of the Center for Global Public Relations and a tenured full professor in the Department of Communication Studies at the University of North Carolina at Charlotte.  From 1983 through 2008, he was a public relations professor in the Department of Communication Studies at the University of Northern Iowa and was coordinator of the Public Relations Degree Program and of the Mass Communication Division in that department from 1983 through 2003.  

Kruckeberg is co-author of the book, Public Relations and Community:  A Reconstructed Theory, which won the first annual PRIDE Award from the Speech Communication Association Commission on Public Relations (now National Communication Association Public Relations Division), and he is the author and co-author of many book chapters, articles and papers dealing with international public relations and international public relations ethics.  Dr. Kruckeberg is co-author of the 10th (2010), 9th (2006), 8th (2004), 7th (2000) and 6th (1996) editions of This Is PR: The Realities of Public Relations, a major public relations textbook that has a global English edition and translation editions in several languages. He was co-researcher of a two-year study that was released globally in 2003 that ranked 66 countries according to the likelihood that their daily newspaper reporters were seeking or accepting bribery for editorial coverage. This study received worldwide attention in the leading news media and in the professional press and marked the beginning of a longitudinal study of these countries’ journalists’ propensity toward bribery. 

Dr. Kruckeberg was the 1995 national "Outstanding Educator" of the Public Relations Society of America.  He was awarded the Jackson Jackson & Wagner Behavioral Research Prize at the International Conference of the Public Relations Society of America in Salt Lake City in November 2006.  This national award and a $1,000 prize recognize individual behavioral science researchers whose scholarly work has enhanced the understanding of the concepts and theories that contribute to the effectiveness of public relations practice. He was the 1997 recipient of the Pathfinder Award presented by the Institute for Public Relations, which is the other leading award for public relations research.  He also was awarded the 1997 State of Iowa Regents Faculty Excellence Award.  In fall 1998, Dr. Kruckeberg was awarded the Wartburg College Alumni Citation that recognized his accomplishments as one of the nation’s leading public relations educators.   

Since 1997, Dr. Kruckeberg has been Co-Chair of the Commission on Public Relations Education.  This consortium, which has representatives from major national and international professional and scholarly associations, determines and recommends guidelines for public relations curricula and pedagogy in the United States; its October 1999 report was used as a benchmark for public relations curriculum and instruction in the United States and in several foreign countries.  Its latest report, which was released in November 2006, is used as an public relations professional education benchmark worldwide. Dr. Kruckeberg is a Fellow of the Public Relations Society of America and 2010 chair of the PRSA International Section; he is a member of the PRSA Advocacy Advisory Board; from 2000 through 2002, he served a two-year term as director-at-large on the national board of this 20,000-member professional association.  Dr. Kruckeberg was 1993-94 Midwest District Chair of PRSA; was 1996 national nominating committee member, representing the Midwest District; has served on the executive committee and was newsletter editor of the PRSA International Section; was newsletter editor of the PRSA College of Fellows; and is former National Faculty Advisor of the Public Relations Student Society of America and former Advisor to Forum, the national newspaper of PRSSA.  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 and was one of two candidates in 1997 for president-elect of AEJMC. Dr. Kruckeberg is former Chair of the Public Relations Division of the National Communication Association; was 1997 Chair of the PRSA Educators Section (now Academy); was 1997 Co-Chair of the Educational Affairs Committee of PRSA of which he continues as a member; was a member of the Research and Educational Advisory Board of the Institute for Public Relations; and is an active member of several other professional associations. He is a charter member of the Commission on Global Public Relations Research and is a Senior Fellow of the Society for New Communications Research.  

In January 2011, Kruckeberg was the keynote speaker and made an additional presentation at the first conference of the Middle East Public Relations Association in Dubai, United Arab Emirates.  In June 2010, Kruckeberg made two presentations at the International Communication Association pre-conference program in Singapore, Global Strategic Thinking—Managing Public Relations in a 21st Century Global Society.  In spring 2010, he taught UNC Charlotte’s London International Public Relations Seminar at Regent’s College, and in fall 2009, he was a keynote speaker at the 20th Anniversary Celebration of the College of Journalism and Communications at the University of Bucharest, Romania and at the 8th Baltic PR Weekend in St. Petersburg, Russia.  He was a guest lecturer at a public forum at Auburn University in fall 2010.  In summer 2009, Kruckeberg made several presentations at “PR Hunting,” in which seven Siberian Universities’ public relations education programs participated in seminars for their students in Barnaul, Altai Krai Region, and in the Altai Region of Russia and made a presentation in Moscow for the Government Relations Section of the Russian Public Relations Association. In fall 2007, Kruckeberg was a keynote speaker at the European Public Relations Congress, in Kiev, Ukraine, sponsored by the Ukrainian Association of Public Relations, where he also participated in a panel, press briefing and was a judge of the Pravda Awards, co-presenting the “Grand Prix Award” at the Pravda Awards—2007 Gala Ceremony.  Also in fall 2007, he presented the Annual Walker Fund Lecture at the University of Northern Illinois.   

In summer 2006, Kruckeberg was the keynote speaker at the international conference, Municipal Social Policy and Publics:  Realities and Perspectives, sponsored by Ulan-Ude City, Buryatia (Autonomous Republic), Siberia, Russia, and he presented a workshop in Moscow for Niccolo M, a leading Russian international political consulting and public relations firm, and for the Governmental Affairs Section of the Russian Public Relations Association. He was an invited speaker presenting the paper, Kruckeberg, D., and Vujnovic, M. “The Imperative for an Arab Model of Public Relations as a Foundation and Framework for Arab Diplomatic, Corporate and Nongovernmental Organization Relationships:  Challenges and Opportunities,” spring 2004 at the Public Relations Conference of the College of Communication, University of Sharjah, United Arab Emirates.   

In May 2002, he was invited to speak to the Swedish Public Relations Association in Stockholm, to faculty and graduate students at Orebro University, and he was a keynote and a session speaker at the Communicare 2002 Seminar at Mid Sweden University in Sundsvall.  Dr. Kruckeberg was a speaker at the Teaching the Teachers workshop that was designed to prepare communication faculty in the Baltic States and Russia to teach public relations, which included a presentation at the Third Annual Summer School in Russian Media in St. Petersburg, Russia, July 3, 1998, and a presentation at the workshop program in Riga, Latvia, July 7, 1998. The workshop was funded by the Soros Foundation and by USIA.  Also in summer 1998, Dr. Kruckeberg was invited by USIS-Sofia to present information about the U.S. Freedom of Information Act to Bulgarian news people, government officials and leaders of nongovernmental organizations (NGOs) and to teach sessions related to media relations for press secretaries of the various governmental ministries.   

Dr. Kruckeberg's consulting work has included a review of the public relations and mass communication programs at the United Arab Emirates University in fall 1993.  During summer 1994, he was part of the project team that developed the public relations degree program at that university.  He also has been external reviewer for public relations education programs or their home departments at the University of North Dakota; Southwest Missouri State University; Illinois State University; Eastern Illinois University; Minnesota State University–Moorhead; Capital University, Columbus, Ohio; and Coe College, Cedar Rapids, Iowa, as well as Public Relations Society of America CEPR Certification Reviewer for Rowan University, Valdosta (Georgia) State University, Eastern Kentucky University, Seneca College in Toronto twice, Radford University in Virginia.   

Dr. Kruckeberg has a bachelor of arts degree in English with a journalism minor from Wartburg College, Waverly, Iowa (1969); a master of arts degree in journalism in the public relations sequence from Northern Illinois University, DeKalb (1974); and a doctor of philosophy degree in mass communications from the University of Iowa, Iowa City (1985).  He has worked professionally as a public relations practitioner 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.   

He 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 at Northwest Missouri State University; and for 25 years as an assistant, associate and full professor at the University of Northern Iowa before assuming his present responsibilities as a full professor and executive director of the Center for Global Public Relations at the University of North Carolina at Charlotte. 

SNCR Research Reports

No Research Reports have been listed for this Fellow.

Recent Tweets

Dean Kruckeberg 10 weeks 6 days ago
@simoncollister @MrsSRB Thanks, Simon! You make some interesting and provocative observations. I'd sure enjoy visiting with you about them.

Dean Kruckeberg 17 weeks 2 days ago
@haydenascott @dkruckeb @LCCLondon Yes, I wish we could have visited a bit. Everyone had profound questions and observations.