Organisations increasingly need to be concerned about more than just their trading relationships with their target markets. They cannot function effectively without the cooperation and support of a wide range of external bodies. Public Relations (PR) is the business function charged with explaining what an organisation stands for and creating a strong, positive corporate image with the aim of gaining understanding and support. The PR professional’s role is to act as a conduit for external communications in response to both positive and negative triggers, including interacting with the media, and planning and organising events. Practical experience is integral to this degree.