Chapter One introduces a number of fundamental terms used in public relations and describes oft-observed occurrences that accompany its practice. Emphasis is put on PR techniques which various companies and organizations adopt in order to curry favor with the general public, after which university and library public relations are explored in-depth. Chapter Two is a broad rundown of librarianship theory which illuminates the key contributions the latter makes to preserving and promoting such things as mankind's legacy, works of art and civilizational milestones. The closing paragraphs are dedicated to the hurdles university as well as other libraries face in light of today's technological advances. Chapter Three sheds light on the ongoing heated debate among academicians, media workers and other stakeholders about the implications of university rankings. How reputable ranking methodologies affect higher learning and inform universities' behavior is briefly summarized. Subsequently, stakeholders' thoughts on the foregoing issue are enumerated whereas towards the end the paper chronicles the events surrounding the most widely-cited academic ranking (to wit: the Shanghai ranking). The results of the content analysis carried out on the top five universities' library web pages as per the aforementioned ranking indicate there is little overlap in page design. The same holds true for the quantity, subject and journalistic form of both the respective libraries' published news items and social media posts (obtained from Facebook and Twitter). In statistical terms, it was found that 90% of Berkeley's library news articles were aimed at library users unlike Stanford's library, 40% of whose articles addressed the general public. Moreover, the findings showed that a vast majority of the analyzed libraries predominantly wrote about proprietary services and holdings. By contrast, Cambridge Library's news feed also prominently featured literature and history (totaling 5 articles each in a sample of 30). With respect to social media engagement, the data on the libraries' Twitter accounts suggests that there is less than one reply to a tweet on average with the exception of Cambridge Library's account.