If you are searching for a new gig or if you are in line for an in-house promotion at your current job. Or maybe you are trying to publicize a fundraiser for your organization or charity. Maybe you want right a wrong. And it's possible you want to be a local celebrity and want your own headline in the paper.

What ever it is you do, you probably need your voice to be heard. Some might call it your personal "spin."

The art of relating to your particular audience ? be it a small one or big -- is a crucial social skill we all must develop to some extent.

Undoubtedly those who sometimes utilize PR skills for selfish gain at great social cost have defiled the profession. But those who seek to achieve nobler ends should strive to better understand and utilize PRtools, as well.

Quite a few great causes were lost in vain because they were not able to relay their message sufficiently. And often times it was because their adversaries were more skilled at it.

This is why it's important that the skills of public relations are learned by everyone, not just the PR professionals.