The sharp decline in the number of male undergraduates registering for public relations (PR) courses has created concern that public relations is becoming a "woman's field" and will experience a concomitant drop in salaries and prestige. Studies indicate that male undergraduates perceive PR as being not well respected, as offering little or no chance for advancement in the business world, and as paying low salaries. Current public relations educators should put a new emphasis on training students (women in particular) to take leadership roles in complex organizations; should strive for a balance of the sexes so that "gender" is not viewed by anyone in management as an important determinant of the character of the field; and should actively recruit male undergraduates for the study of public relations, with an eye toward maintaining parity of the sexes. When Rutgers University (New Jersey) discovered that its undergraduate PR courses were composed of 25% males, it adopted an affirmative action approach, labeling males a minority in the PR program, and taking the following steps to attract them: (1) requiring a written application from every student to enter courses, (2) recruiting from the introductory classes, (3) using only "managerial type" teachers, (4) using teaching assistants who are good role models for males, (5) using internships and a "mentor" program to match males with role models in the field, and (6) selecting "clients" for class projects that will interest males. Following the concerted effort to make the profession appeal to males, the male/female ratio in PR at Rutgers returned to almost even. (NKA)