The mission of University Relations is to build public understanding of and strong public and private support for North Dakota State University and to continue to attract and retain outstanding students. The mission can be accomplished through an on-going series of activities designed to inform, educate and persuade the citizens of North Dakota, the region and the nation about the areas of excellence at NDSU. In addition, the program is intended to recognize the contributions of the citizens to the university.

The University Relations office provides the technical means and professional services involved in facilitating two-way communication between the university and diverse array of publics it serves through the use of mass media, publications, online technologies and audio and video productions.

Internally, the mission of University Relations is to assist the president and other administrative officers of the university in making appropriate decisions in moving toward achieving goals as set forth in the university's mission and its strategic plan.

This involves the process of better shaping, influencing and coordinating the university's image and identity, with both its external (i.e., community residents and business leaders, legislators, news media, prospective students, parents, alumni, major contributors, friends, taxpayers) and its internal publics (i.e., faculty, staff, students). These various publics have differing needs and expectations. How they perceive North Dakota State University will determine how fully they support the university, or, if they are potential students, whether they choose to attend the university.

University Relations pursues its mission by providing high-quality professional services to the university in the areas of news reporting and writing, editing, graphic design, still photography, broadcasting, video and communications counsel.