THE ORGANIZATION HAS TWO PRIMARY MISSIONS AS IT SEEKS TO HAVE ITS PROFESSION, ORGANIZATION AND MEMBERSHIP TAKE A LEADERSHIP ROLE WITHIN THE DECISION-MAKING LEVELS OF THE INTERCOLLEGIATE ATHLETICS COMMUNITY: 1) ASSIST COMMUNICATIONS AND CREATIVE CONTENT PROFESSIONALS AT ALL COLLEGIATE LEVELS WITH PROFESSIONAL DEVELOPMENT AND CONTINUING EDUCATION, HELPING ITS MEMBERS DEAL IN A STRATEGIC AND EFFECTIVE MANNER WITH THE VARIOUS ISSUES, CHALLENGES AND OPPORTUNITIES THAT EXIST WITHIN THE FAST-PACED AND EVER-CHANGING COLLEGIATE COMMUNICATIONS ENVIRONMENT. 2) PLAY A SIGNIFICANT LEADERSHIP AND RESOURCE ROLE WITHIN THE OVERALL COLLEGIATE ATHLETICS ENTERPRISE, THUS HELPING OTHER MANAGEMENT GROUPS AND THEIR RESPECTIVE MEMBERSHIPS DEAL WITH THE SET OF COMMUNICATIONS-BASED ISSUES THAT IS THE MOST COMPLEX AND CHALLENGING IN HISTORY.