The more I know, the more I do not know. So development is essential for everyone. The same is with PR people. Our environment with the appearance of social networks has changed dramatically: we have a lot of new tools. But, on the other hand, the background - trust, credibility, reputation - are as old as a man. So try to balance your development between learning new (tools) and learning old (background). If you go too deep into tools, you lose the essence and roots; if you go too deep into the background, you become an old-school guy. Marshall Rosenberg was an American psychologist, mediator, author and teacher.