Public relations has emerged as a fastest growing field in the last few decades. One reason may be the rapid pace of change that is occurring in today's competitive market. However, this did not change the scope of public relations much. The primary role of public relations in maintaining and exploiting the relationship between an organization and its public remains the same (Johnston 1993). This is one of the main reasons why public relations today has become the guardian of an organization's reputation. Therefore, public relations professionals play an important role in creating and maintaining an organization's reputation. To achieve this goal, a high level of professionalism is required from professionals. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay However, the introduction of professionalism into the discipline of public relations has been a gradual process. Lovell (1982) points out that public relations is a slowly growing discipline. However, most colleges and universities today offer undergraduate and graduate programs in public relations. Statistics from the Institute of Public Relations (IPR) (1999) show that there are between 400 and 500 public relations graduates 11 each year entering the industry in the UK. Today, organizations need the services of public relations professionals because they are professionally trained for the job (Cutlip, et al., 2000). For example, nowadays, public relations professionals are doing extensive research on their target audience before launching a public relations campaign. According to professionals, public relations is the only generally recognized function in almost every area of ​​human activity, business, religion, education. , government and social and civic welfare (Reilly, Deny Griswold, 1981). It is the main reason why public relations has the propensity to influence the opinions, thoughts and views of the public. Cutlip, Center and Broom (2006), stated that without effective public relations, organizations are unable to conduct their operations appropriately and are likely to be impervious to changes occurring around, which makes them dysfunctional with the passage of time (Cutlip, Center and Broom (2006), & Broom, 2006, Pg-25).Cutlip, et al. (2006) further informed their readers by stating that organizations need public relations because public relations expects and responds to public perceptions and opinions, new values, and other changes in the environment. Consequently, the whole organization, large or small, private or public, local or international, needs public relations to achieve the long-term success of the organization (Seitel, 1998). It is often seen that, nowadays, organizations make their major management decisions based on public needs and any negative opinion of the customer will negatively affect the overall performance of the organization, that's why all the organizations want to reflect on this particular problem rather than anything else. Organizations, like any other industry, need to communicate with their audiences to survive. This is one of the main reasons why organizations should establish a set of public relations objectives. An organization's success in achieving these goals can be understood against the backdrop of the roles performed today.