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This chapter explores the perceived changes in core knowledge and skills demanded by the public relations industry. Through a series of interviews with senior PR practitioners based in the UK it assesses key questions such as what are the emerging skills required by contemporary PR teams and agencies; how are PR practitioners addressing the transition from traditional PR skill-sets to new ones; and whether this process is smooth and linear or represents a disruptive break that is challenging the industry. It concludes that despite predictions practitioners unable to adapt to PR's digitally-driven transformation will be forced out of the sector, core PR skills such as client and relationship management and a strong understanding of business and media strategy still play an important role in the industry. industry