Organizations exist to serve customers and other stakeholder interests. In a time of increasingly rapid change any organisation must continually appraise the changing needs of its stakeholders, the shifting priorities in its environment and the tactics that it uses to influence key stakeholders.  Public Relations has become complex due to changes in the environment. The changes in operating environment has made stakeholder engagement a legal imperative in the public sector and public relations practitioners have to align their organizational plans to this new but growing phenomenon. This programme is designed to enhance skills and knowledge of practitioners in this emerging reality.