Listen below: There's always room for improvement. When it comes to PR, there's no escaping this fact. So what can PR people do to ensure they're upping their game? Well, as ever, adding new skill strings to your professional bow is always a good way to start. We spoke to Stephen Waddington, digital and social media director at Ketchum, about how the skills set in PR is changing. He believes that the core facets of a good PR professional, such as planning and measurement, still need to be maintained. Yet as new technology continues to come into light, he feels PROs need to recognise the emergence of digital opportunities and that they need to consider this when it comes to creating engaging campaigns.