Abstract In these trying economic times, the need has arisen for public relations practitioners to take a pivotal role in corporate governance. They shoulder the responsibility of helping their organizations maintain acceptability and profitability whereas the norm seems to be anachronism and bankruptcy for many establishments. This paper analytically examines these and other challenges facing public relations (PR) in this new century and suggests a broadening of PR education to equip aspiring and current practitioners with requisite skills for meeting them. The suggestions include proficiency in advanced computer-mediated-communication (CMC) and research, a stricter ethical-cum-corporate social responsibility orientation and diplomacy. Key Words: PR Practitioners, New Century Challenges, PR Education. Computer-Mediated Communication, Diplomacy. JCMRJournal of Communication and Media Research, Vol. 3, No. 1, April 2011, 55 – 66. © Delmas Communications Ltd. About the author *Miss Edith Ugochi Ohaja is a Senior Lecturer in the Department of Mass Communication, University of Nigeria, Nsukka, Nigeria. Full Article Words: 6,046; Pages: 12
EDITH UGOCHI OHAJA, PH.D., (Sat,) studied this question.