• The core competencies include the ability to research and plan, apply strategies to business goals and objectives, handle issues and crisis communications, manage organisational communication and upload the ethical behaviour.• Hence, in the age of new media, public conversations has expanded.• Back in the day, PR professionals would give a statement on air,release it in print, or publish it online.• Social media has disrupted the field, making public relations a faster- paced and more delicate matter.