As world trade, free market systems, trading blocks, and industrialized, industrializing, and subsistence economies attempt to reposition themselves regionally and internationally, a new energetic and vibrant ethos permeates world order. Simultaneously, reflections at the onset of the third millennium of most nations have created new visions, directions, and challenges. With this has come an overwhelming responsibility on public relations as a part of strategic communication in accomplishing the goals and dreams of nations and its peoples. In the last decade India has undergone an initial audit, among others, on its economy, policies, operations, and style of governance; the impact of globalization, its economic reform policies of 1991, and Vision 2020 pressurizes and creates an imposition on public relations as part of strategic communication management. This article discusses India’s new direction and the persistent and insistent demand for public relations. The strategic plan of the professional body in running the gauntlet in this new milieu and the pertinaciousness and urgency of the challenges ahead for public relations are explained. Raveena Singh is program director of Public Relations at the University of Canberra, Australia, and coeditor of the Asia Pacific Public Relations Journal.