Innovation and Practice of Public Relations Teaching Models in the Digital Media Era

Constructing a teaching model that meets the professional requirements and market demand has become an urgent task of teaching reform and innovation breakthrough. This paper proposes a PPCA teaching model for public relations based on the current and potential demand for public relations talent in the digital media era. Based on the proposed teaching model, the teaching practice is carried out at O University of H City. The research data was collected through questionnaires, and then the experimental data was statistically analyzed using two independent samples of t-tests and regression analysis to verify the effectiveness of the proposed model. The results show that the evaluation of the learning process based on the PPCA teaching model is between "good"and "excellent", and the class that applies this model improves 3.64% more than the class that applies the traditional model in terms of the overall grade, learning attitude and interest, class participation, learning ability, and ability to acquire knowledge. Classes applying this model have higher scores in terms of overall achievement, learning attitude and interest, class participation, learning ability, and ability to acquire knowledge than classes in the traditional model by 3.646-17.856 points, which is superior to some extent. Meanwhile, the student's active learning initiative (0.147) has the greatest influence on the teaching effectiveness of the PPCA teaching model in public relations. The study provides data that supports the innovation and practice of teaching public relations studies. © 2024 Yangheng Zheng., published by Sciendo.