x201C;This profession has changed significantly. Earlier it was all about writing, but today we need to be outspoken, positive – and show passion. Coaching has become one of the key skills for us,” she said. “Let’s not forget that this profession cherishes dialogue between personnel, various stakeholder groups and media. We need to coach both the management and personnel in order to maintain dialogue. The pleasure and duty of active dialogue belongs to everyone. “It is not self-evident that management sees this the same way we do, Pieski says. We, PR and communication professionals, need