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Being knowledgeable with video editing, coding and website development as well as data analysis and research are critical skills for those seeking career advancement, according to more than a dozen millennials in PR and communications who gathered last month for PR News’ inaugural Millennial Roundtable.

video is expected to grow to 84% of Web traffic in the U.S. by 2018, up from 78% this year, according to Cisco.

PR agency support is vital for forward-thinking businesses, providing an external solution for just about every communications need.

Those skills deemed the most important for advancement within an organization are the kind of skills that brought PR pros to the dance in the first place: writing and pitching the media.

For Jeff Kuhlman, VP of global communications for Nissan Motor Co., it’s crucial to get out the company message as it relates to the three biggest challenges facing the automotive industry: autonomous driving; zero emissions; and the connected car.

Airbnb sends a strong message and Walmart’s insult to injury.

“My parents taught me quitting is not an option. My mom is an educator and my dad was a forester. They were all about giving back to the community. Although I’ve had great jobs and some not-so-great jobs, I’ve never quit a job.”

In the current climate—with technology a major driver in getting your message out to the right audience at the right time—communicators execs need to work closely with their IT counterparts.

Although I wanted to stay in San Francisco and was fearful of the unknown, I just knew that this was an excellent career opportunity, so I made the move.

Good PR writing does not happen naturally. There are some key rules that can guide your writing and make your PR communications fresh and exciting.