Public relations is the values-driven management of relationships between an organization and the publics that can affect its success. Elements common to any comprehensive definition of public relations are:

• Public relations is a management function.
• Public relations involves two-way communication.
• Public relations is a planned activity.
• Public relations is a research-based social science.
• Public relations is socially responsible.

There is one other important aspect to public relations: It plays a critical role in the free flow of information in democratic societies. Consent cannot occur without the exchange of information and ideas, a process public relations can encourage.

Because public relations practitioners are not licensed in the United States, no one knows exactly how many people practice it. According to the U.S. Bureau of Labor Statistics, 110,000 people held what were classified as "public relations specialist jobs" in 1996. Another 482,000 people were employed that year under the much broader classification of "marketing, advertising and public relations managers." In recent years, the field has been dominated by women. The number of women in public relations rose from 27 percent in 1970 to nearly 59 percent in 1989. Women also constitute more than half of recent graduates of journalism schools. One government publication suggested that public relations was growing faster than most occupations at the start of the 21st century. Public relations is also a very profitable business, with an estimated $9.5 billion spent on it in the United States each year.

In a broad sense, public relations is practiced within one of five organizational structures: public relations agencies, corporations, government, nonprofit organizations or trade associations, and independent public relations consultancies. In addition to managerial duties, practitioners engage a broad spectrum of communication skills, including news release writing, brochure design, creation of annual reports, Internet web site development, satellite teleconferencing, and the creation of interactive CDs.

Public relations skills are transferable across a broad range of career opportunities. It is a profession that demands and rewards creativity and integrity. Public relations is a career in which one can make a difference.