Colombian public relations professionals face an environment shaped by a government-declared war against guerrillas, paramilitaries, and drug traffickers. Practitioners explained the implications of this conflict-laden environment for the practice of public relations during 10 in-depth, highly structured interviews. Findings include how regionalism has marked the evolution and practice in Colombia, the need for organizational representatives to keep a low profile because of security concerns, encroachment on the profession by other disciplines, and lack of trust in institutions due to the country's critical situation, demanding nation-building campaigns. © 2004 Elsevier Inc. All rights reserved.