MASTERS OF PUBLIC RELATIONS: In an effort to increase their understanding of the industries they serve, PR folk are heading back to school in droves. But, as Michele Foster asks, should they pursue a general MBA, or actually get a master's in PR?

The familiar story goes something like this: a king hears that he may be the target of an attack from a neighboring kingdom. He calls his advisor and says, 'I have prepared a message for the king who is thinking of attacking us. How do you think I should deliver this?' Many years later, the same thing happens again, and the king asks his advisor, 'What should I say?' Years later still, the same thing happens, and now the king asks, 'What should I do?'