The world of Public Relations is changing at a meteoric rate and plays an instrumental role in many of today's progressive corporations and nonprofit organizations. Managing communications between a company, a nonprofit, a brand, a product, a service, a celebrity or a politician and its ''publics'' is critically important in this digital age requiring speed, transparency and engagement all with a 24/7 news and information cycle in mind. The Public Relations industry requires skilled practitioners with a demonstrated understanding of the dynamic between organizations, individuals, the growing number of media outlets, and of course, the consumer. The practice of Public Relations also demands rigorous thinking and analysis, proficiency in writing, the ability to appropriately present and share ideas, and importantly, to create messages for a variety of audiences. This is the evolving realm of Public Relations. Public Relations professionals are key employees in government, academic institutions, nonprofit organizations, corporations, team sports and media/entertainment outlets.