An organization's well-developed strategic plan and reputation can crumble in minutes if it mishandles key communications, particularly during crises. Today's leaders need to appreciate the value of professional public relations and how it helps organizational effectiveness by building strategic relationships, maintaining a favorable reputation, minimizing damage from crisis, and generating revenue. Graduate business schools, educating future business leaders, need to include strategic communication and public relations as part of the required curriculum. This paper makes a case for educating business leaders on the importance of public relations as a critical management function.