Public relations as a profession is changing rapidly. Globalization of worldwide markets and organizational restructuring are two major influences on the practice of public relations. Practitioners are no longer technicians who shape and distribute the messages from their organizations, they are demanded professionals who shape the relationship of the organization with its various constituents.

Public relations practitioners are to bring not only all traditional and conventional communication skills, but to be recognized in the boardroom, they must bring the ability to research, to understand problems, to plan the public relations programs, to create effective messages and to evaluate the effectiveness of the programs. To achieve these, he or she must posses the communication expertise and social sensitivity to enable organizations to adapt to the changing business and social environments.

Here are some specifications in practice :

Counseling – Research – Employee Relations – Media Relations – Community Relations – Public Affairs – Government Affairs – Issue Management – Crisis Management – Reputation Management – Financial and Investor Relations – Legal and Litigation – Industrial Relations – Fund Raising and Special Events – Minority / Multi cultural Relations – Marketing Communications.

A multi discipline approach has characterized the practice of public relations. We believe that with a blended working experience in journalism, business management, psychology, and communication a person can acquire a comprehensive knowledge to enter into public relations world. Basically, public relations training falls into four categories : Knowledge, Business Skills. Public Relations Planning and Programming, Public Relations Implementation.