-Challenge of PR is multifaceted.

-60 national and regional pr associations exist representing 160,000 members.

-PR : is a process involving many subtle and far reaching aspects.

-Key words that define PR: Deliberate, Planned, Performance, Public Interest, 2 Way Communication, Management Function.

-PR as a process relates to an acronym, RACE (Research, Action, Communication, Evaluation)

-5 essential abilities for PR members: 1) writing skills 2) research ability 3) planning expertise 4) problem solving ability 5) business/economics competence