Although there are many useful definitions for public relations, we stress that public relations is a management and relationship-building function based on effective two-way communication with publics or those affected by organizations. The duties of public relations practitioners involve a wide range of writing and planning skills. At advanced levels public relations managers and leaders design and execute communication campaigns, contribute to organizational strategic planning and decision making, and assume responsibility for maintaining the organization's long-term reputation.

To learn more about the public relations profession watch the interview with John Puluszek, Clip #13 on the book's CD-ROM.