Deirdre Breckenridge has it right: public relations is an increasingly demanding, hybrid craft: “The integrated PR/communicator,” she writes, “should work cross functionally with other groups. He or she should be skilled in social media, SEO, web, video and the current technology while practicing traditional and social communication.”

Think that’s a challenging array of capacities? Sure it is, but today’s is a relationally challenging world, both on-screen and along the avenues of daily opportunity.

Deirdre extolls the “hybrid PR professional,” an identity to set your sights on. There are three crucial roles: PR and social media policy, avoiding crises and analyzing and understanding relationships.

A full plate indeed. But don’t turn away from the table if you want to succeed in the craft. Work on mastering it all – starting with time and focus management.