Strategic Public Relations (PR) involves creative planning, media research and strategic approach in designing a PR campaign. Unlike the present, PR programs used to be very media relations-centric and based on personal relationships with journalists and columnists. Because of intense competition in the present print and electronic media, research is getting higher priority. PR consultants with their research expertise try to deliver quality content to attract media fitting their clients communications.

The trend is also the core reason for acute shortage of consultants in the PR industry. Strategic approach requires high level of business intelligence and analytical skill with editorial understandings. Quality MBAs are required to maintain this positive trend in the industry.