Relationships are key to the success of everything higher education hopes to accomplish, from recruiting the next class to retaining them, guiding them to graduation, creating successful alumni, and fostering satisfied donors. Creation of those relationships can be engaged and facilitated by the technology, communications tools, and ideas addressed in this commentary. This article explores the fulfillment of some strategic enrollment management (SEM) goals through the application of a public relations lens in terms of marketing, communications, technology, and data. It surveys what is being utilized, how it is being utilizing, who is using it, and what is on the horizon of the possible.