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This commentary examines the emerging role of public relations as a strategic management tool for universities. She argues that the almost ubiquitous introduction and adoption of new communications technologies has affected the ways in which organizations operate, how work happens and the roles that people play in these evolving arrangements. She argues that communications professionals now face not only the challenge of working effectively in environments where the mechanics of the profession are changing rapidly, they must also find ways of explaining the nature and the increasing importance of the work they do.

The role of communication in governance: Universities and (new) media