I have the privilege of meeting many different communications professionals through my role as president of the Chartered Institute of Public Relations. In April, I attended the Maggie Nally Lecture at the House of Lords, given this year by Bessie Lee, CEO of WPP China. Lee spoke about the impact digital technologies are having in China. She said there are now more opportunities for public relations professions because of the changes in technology. China is a fast-paced ‘impatient’ environment, and organisations must develop the core skills of gaining customer insight, listening and having a quick response “war room mentality” – all skills of a public relations professional.

We know, through our State of the Profession research that public relations professionals are being asked to bring those core skills into many different areas. Inter-departmental convergence is a clear trend. The majority of PR professionals are now working more closely with every single department in their organisations, compared to data from two years ago. This is because communicators are seen to have an overview of the organisation; we can represent the views of the customer or service user and we are able to respond quickly because of those core skills. Public relations professionals are also being asked to work in more areas. It’s not just our insights that are valued by other teams, but our area of responsibility is growing to include: responsibility for branding and traditional marketing disciplines, such as copywriting, sponsorship, print and design, as well as new technical tasks such as web development. This all paints a picture of PR professionals who are being asked to do much more with their time and their money.

We need to have the skills and knowledge within our teams in order to fulfill these new areas of responsibility. Money is still tight in many corporate communications departments.

But, PR professionals are always resourceful, looking for new ways to do more with less.

Here are some ideas: There are many blogs and websites with resources you can access for free, as well as events run by the CIPR and other organisations offering training, networking and short seminars at cost-effective prices. I am also still amazed by the number of PR professionals who do not have a mentor. Find one. Or more than one. No one I have ever asked to mentor me has turned me down. Sometimes people will not have as much time you may request; but if you ask someone to assist you in getting to grips with a current issue, or challenge, a change in practice or a new area of responsibility – and you are asking them because you think they are an exemplar, in my experience they will say yes.

PR folk have a habit of doing things for free. Especially those of us who work in-house. Just be aware of the difference between taking full advantage of new areas of responsibility and work to develop yourself and your team; and being taken advantage of. Don’t be afraid to ask for more budget, but be sensitive to budgetary issues within the organisation and be creative. I find asking for project support can be more successful than permanent. Look to other departments to jointly fund something and always look to see if there are free resources that may be of use.

Work in partnership – we know that PR and communications people are being asked to work this way. It’s a good thing and should be embraced, as long as it does not dilute the main tasks and strategic objectives you had. A great PR person is fleet of foot and adaptable. They are never gullible. Most important, if you are being asked to do something, or offered something in return for your additional roles and responsibilities and it seems too good to be true, it probably is.