Public Relations is a dynamic field with increasingly varied opportunities and roles. From the days when one “in-house journalist” would write stories on behalf of a corporation, the field has rapidly grown and now whole departments and firms are devoted to specific activities like crisis management and investor relations. This growth certainly has been as unpredictable as recent technological advances and the only certainty seems to be that the profession is going to change. Where do you see the public relations profession going in the next 20 years? What do you think successful students can do to cope with a rapidly changing profession?