A common question among people in the PR industry (indeed, people in any industry) is, “How do I succeed in my job?”

Mark Ragan, publishers of PR Daily, posed this question to Deirdre Breakenridge, CEO of Pure Performance.

“Skills so that you can use new technologies and platforms and tools and resources,” she told Ragan, adding: “We have to change our skills and our ways—we need a new mindset.” Breakenridge also said PR pros should be adaptable and flexible to the online environment. “As a communications professional, technology is probably you’re most strategic way to make the right connections, build the relationships, [and] manage the conversation—make sure they don’t go in a negative direction,” she explained. “There’s so much we can do.” Watch the full interview with Breakenridge below: