Public relations involves planned and deliberate two-way communication between an organization and its publics to benefit the public interest. It is a management function that utilizes research, counseling, media relations, publicity and other components to support marketing. The chapter discusses definitions of public relations, challenges for PR professionals, the RACE process model, components of PR work, and careers in public relations. It emphasizes communication, research, problem solving and other key skills for the future of the PR field.