AS communicators, we never stop learning. Based on Forbes Agency Council insights, the most essential skills for public relations that professionals focus on are a mix of proactive ‘soft’ skills and digital adaptability.
While hard skills-which involve technical training that’s important in this age of AI, soft skills also have their place. These are interpersonal ‘people skills’ that shape how you interact with others, manage tasks and fit into a work culture.
Here, Forbes lists top 10 skills for professionals, reflecting the evolving landscape. It also lists advice from members from members of the Forbes Agency Council, who know that PR is all about building genuine relationships.
1. Adaptability and Flexibility. This is the ability to pivot quickly in a fast-paced environment, platforms, and shifting demanding client needs. ‘A versatile skill set and eagerness to learn to do things you weren’t hired for is key to successfully navigating the fluid communications landscape,’ says Nhu Khue Ngo, of OSK New York, Inc.
2. Proactive Motivation and Drive. This is a passionate, proactive approach to seizing opportunities, going beyond the basic job description to secure results. After all, as Ayelet Noff of Sliced Brand observes, ‘PR isn’t a rocket science, but it is. You need to have the determination to constantly learn what works with media and be proactive in seizing opportunities when they appear.’
3. Strategic Thinking and Systems Thinking. ‘PR can be a powerful tool when used strategically,’ says Valerie Chan of Platform PR. It’s not about tactics it’s about asking ‘What are we trying to achieve.’
At the same time, Systems Thinking is also crucial. Beyond traditional PR skills, this enables one to ‘identify potential issues early, as well as create holistic strategies, and build cross-functional relationships to drive integrated solutions’ says Kathleen Lucent of Red Fan.
4. Emotional Intelligence (EQ) and Empathy. The ability to read the room, understand audience emotions, and build meaningful, empathetic relationships is invaluable, says Anthony Chiaravallo of Vallo Media.
Likewise, Empathy is highly valued as a soft skill today. Cristena Garduno of Media Culture says one can emphasize this expertise by showing how they effectively negotiated delicate circumstances or created messages that connected profoundly with a certain audience.’
5. Perseverance and Resilience. Maintaining ‘grit’ and creative persistence in a noisy media landscape may initially not always succeed.
These are vital, yet often overlooked soft skills. ‘We value those who stay committed, creatively adapt their strategies and demonstrate true grit,’ says Susan Thomas of 10Fold Communications.
6. Audience-Focused Communications. Tailoring messaging to specific audiences helps build trust and ensure the message resonates profoundly. We would talk differently, for example to boomers and GenZs, and that makes all the difference.
7. Decisiveness and Problem-Solving Agility. Things can be unpredictable for PR pros as they navigate their daily work. That’s why it’s important to confidently make decisions to manage crises, seize opportunities, and solve problems without constant oversight.
‘Confident decisions drive momentum and manage crises before they escalate ensuring timely results,’ says David Racine of Punch PR. ‘It can be the difference between earning a headline and missing an opportunity.’
Likewise, Stefan Pollack of the Pollack Group believes that aspiring PR Pros should ‘highlight and demonstrate a learning mindset, intellectual curiosity, and the ability to ask insightful questions to showcase their alignment with values of continuous growth and support.’
8. Digital Literacy and Technological Savvy. Yes, this matters. Proficiency in navigating new digital tools, platforms and AI enhance productivity and strategy is essential for communicators.
9. Curiosity and Lifelong Learning. It’s important to never stop learning. A commitment to continuous learning allows one to stay updated with media trends and new technologies.
10. Relationship Building and Maintenance. Fostering long-term connections, including old-fashioned relationship building skills like personalized follow-ups, remembering birthdays make one stand out.
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PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (IPRA), the world’s premier association for senior professionals around the world. Millie Dizon, the Senior Vice President for Marketing and Communications of SM, is the former local chair.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
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