The way business schools function has made it difficult tointegrate communications studies. But many MBA programs believe inteaching PR, and are finding ways to do it. However, that's only thebeginning, finds James Burnett.
Paul Argenti, a professor at Dartmouth College's Tuck School ofBusiness, and the author of a textbook on corporate communications,likes to say that "top managers don't all need to know statistics, butthey all do need to understand how to communicate.
If he had his way,every MBA program in America would ...