Public relations is a management function that uses the tools of communication to manage the flow of information between an organization and its publics. Although much maligned and often misunderstood, the professional practice of public relations is rooted in ethical and responsible behaviors towards all parties and concern for the public good. Spin doctors who twist the truth have no place in the professional world of public relations.
Responsible practice is at the heart of a solid public relations education.
Because today's jobs won't be tomorrow's jobs. But one factor won't change. In our increasingly interdependent world, the ability to gather, create, process and manage information will only become more important. The future belongs to those who can create powerful, persuasive, and productive messages. Those who know how to use these tools, and equally important, how to communicate strategically to precisely defined target audiences, will have the power to influence others and to shape the decisions which will affect us all.