The times, and the PR industry, are a-changing. Keep up by not only learning about these trends, but also the skills needed to stay ahead of the competition.
Yay -- storytelling/story selling is listed as #1! Along with content curation :) (whew...I'm doing something right!)
The other skills listed are just as critical for businesses as they are for PR professionals. So go grab the rest of the list and see where you stand. My biggest weakness? #2, Quantification and spreadsheet skills. I can analyze the data just fine, just keep me away from the guts of Excel!
If you are NOT a PR professional, read this article through the lense of your business to see where your strengths are, and what you may need to bolster to keep up with emerging trends.