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A career in public relations offers challenging opportunities to create vision, build understanding, and solve communications problems in dynamic environments. Public relations professionals deal with media relations, investor relations, political communications, corporate counseling, marketing communications, opinion research, crisis management, commercial sales promotion, and international relations.

Public Relations Program is designed primarily for individuals exploring entry or career transition into the public relations field in a corporate or public-sector environment, a nonprofit organization, or a public relations firm. The program may also be appropriate for individuals who are in early stages of their careers in the public relations field.

Acting as the voice of an organization or company, public relations representatives talk to the media and the public on behalf of organizations and individuals. They also organize publicity campaigns, advertisements and special events to enhance a company's image. While they often work for a large company, they also can work for an individual in the public eye, such as a politician, actor, or athlete. Some work for non-profit organizations and others work in government offices. Many work in large public relations firms that handle many different clients. Wherever they work, public relations people always seek to improve a client's image. When bad things happen at an organization (think Enron) public relations representatives attempt to put a good face on things, minimizing the damage. When nobody has ever heard of a client, public relations representatives work to get the client known by "pitching" story ideas to reporters and staging publicity events. Their goal is always to put the client in the best possible light.

Much of their work revolves around planning and coordinating their clients' public appearances. They also write press releases for newspapers and television and write speeches for their clients to deliver. They often appear on radio or TV on behalf of their clients, attempting to "spin" a particular message that they hope will alter or bolster public opinion.