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In a time of increased competition and decreased budgets, improving your communications with students can be an inexpensive and efficient way to bolster your success. Whether we know it or not, every graduate admissions professional is acting in a public relations capacity through our interactions with students, attendance at events and the way we communicate our graduate programs. There are a number of critical public relations skills that we can apply to be more effective in the field. Learn about perfecting your message, maintaining credibility, building relationships, understanding your audience and engaging new audiences in both traditional and untraditional ways.