17 Unconventional Soft Skills To Hone

This article was initially published on Forbes.

Beyond crafting compelling messages that position their clients in the desired light, novice public relations practitioners must learn how to intuitively read room dynamics, anticipate potential communication challenges and pivot strategies in real time with grace and strategic insight. An array of soft skills, from emotional intelligence and adaptability to active listening, enable the most successful PR professionals to navigate complex interpersonal and organizational dynamics so that they can understand the real needs of their clients and stakeholders.

As the members of Forbes Agency Council know, PR is all about building genuine relationships. Below, 17 members explore different soft skills that enhance a PR pro’s traditional communication skills, transforming technical proficiency into authentic, resonant storytelling that creates meaningful connections and builds trust across diverse audiences and platforms.

Problem-Solving Agility

One crucial soft skill I prioritize is problem-solving agility—a prospective candidate’s ability to adapt and pivot effectively in dynamic situations. Aspiring PR pros should highlight and demonstrate a learning mindset, intellectual curiosity and the ability to ask insightful questions to showcase their alignment with our values of continuous growth and support. - Stefan Pollack, The Pollack Group

Motivation And Drive‍

Motivation and drive are so important. PR isn’t rocket science, but it is what you make of it. You need to have the determination to constantly learn what works with media and be proactive in seizing opportunities when they appear. Aspiring PR pros should be prepared to demonstrate that they have a passion for PR by sharing past achievements and how they’ve gone out of their way to assist clients. - Ayelet Noff, SlicedBrand

Adaptability‍

In today’s fast-paced world, where lines between communication pillars increasingly blur and new platforms and activation formats quickly appear, it is crucial that your team is willing and able to meet those emerging challenges. A versatile skill set and eagerness to learn and do things you “weren’t hired for” is key to successfully navigating the fluid communications landscape. - Nhu Khue Ngo, OSK New York Inc.

Self-Awareness And Curiosity‍

We’ve found that people who appear less qualified on paper but show self-awareness, curiosity and an entrepreneurial spirit are more likely to thrive than even the most skilled comms professionals. Candidates shouldn’t limit answers to comms examples; sharing insights from other areas of life provides a stronger response and shows me they understand how to think critically about what I’m asking. - Starr Million Baker, INK Communications Co.

Perseverance‍

Perseverance is a vital, yet often overlooked, soft skill. In today’s noisy landscape, initial efforts to get a fledgling client noticed may fall short. We value those who stay committed, creatively adapt their strategies and demonstrate true grit until they achieve a successful, impactful client campaign. - Susan Thomas, 10Fold Communications

Systems Thinking‍

Systems thinking—the ability to see how organizational elements interconnect and influence each other—is crucial. Beyond traditional PR skills, this enables one to anticipate ripple effects across stakeholder groups and identify potential issues early. We value professionals who can create holistic strategies and build cross-functional relationships to drive integrated solutions. - Kathleen Lucente, Red Fan Communications

Letter Writing‍

Letter writing is an old-fashioned skill that goes a long way toward building lasting relationships. I encourage my employees to send thank-you notes, birthday cards and holiday cards to clients on a regular basis. People tend to save things they receive in the mail much more than they save emails or texts. Writing and sending letters and notes through the mail is a way to differentiate yourself and be memorable. - Nancy Marshall, Marshall Communications

Remembering Milestones And Birthdays‍

PR is all about relationships. If you can create a system to remember the dates that are important to people and express the right sentiment when the time comes, you won’t be easily forgotten. People remember kindness, and recalling birthdays, anniversaries, workiversaries, cancer-free dates—it matters. - Peter Boyd, PaperStreet Web Design

Flexibility‍

In public relations, it’s essential to hire highly motivated employees who are ready and willing to work flexible hours. Quick response times are critical when stories break, requiring immediate attention rather than adherence to a standard work schedule. - Jessica Hawthorne-Castro, Hawthorne Advertising

Audience-Focused Comms Tailoring‍

A vital soft skill in public relations is adapting communication styles to different audiences. Professionals can build trust and strengthen their brand’s connection with key audiences by crafting clear, audience-focused messages. Aspiring PR practitioners should highlight experiences where they have tailored messaging to resonate with specific groups, showcasing their ability to foster empathy. - Jason Mudd, Axia Public Relations

Decisiveness‍

Decisiveness is essential in PR. There’s an unpredictable element of PR that isn’t always accounted for in strategies or timelines. Confident decisions drive momentum, seize opportunities and manage crises before they escalate, ensuring timely results. While decisiveness often comes with experience, it can be the difference between earning a headline and missing an opportunity. - David Racine, Punch PR

Conflict Management‍

It is inevitable that stress will surface between agency and client, most often related to miscommunication. Nevertheless, conflicts cannot always be resolved by bringing in the owner or founder. That’s not scalable. Client leads must know how to separate their emotions from the situation, get beyond right and wrong and navigate what is in the best interest of both the client and the agency. - Dean Trevelino, Trevelino/Keller

Empathy‍

Today, people highly value empathy as a soft skill. In the field of public relations, knowing and interacting with varied audiences on a true level is essential. Aspiring public relations professionals may emphasize this expertise by presenting instances of how they effectively negotiated delicate circumstances or created messages that connected profoundly with a certain audience. - Christena Garduno, Media Culture

Purpose And Mission‍

We seek purpose-driven professionals who act with intention and align their work with a greater mission. Standout applicants demonstrate this by sharing projects where they made strategic, impactful choices for clients or brands. Describe your thought process and results to show that your work is effective and resonates with deeper values. - Kelly Ehlers, Ideas That Evoke

Emotional Intelligence‍

Emotional intelligence, or EQ, is a key soft skill in PR today. The ability to read the room, empathize and adapt communication styles is invaluable. Aspiring PR pros can highlight EQ by sharing examples of resolving conflicts, building relationships or handling high-pressure situations with empathy. Show you understand people as well as strategy—it’s what sets top candidates apart. - Anthony Chiaravallo, Vallo Media

Resourcefulness‍

Resourcefulness is a valuable soft skill that job seekers should highlight. PR professionals face challenges and obstacles every day, and the ability to independently identify solutions and take action is crucial. Candidates should provide examples of situations where they encountered difficulties and show how they found creative ways to overcome obstacles to get the job done. - Shay Pantano, Pantano Media & Marketing

Strategic Thinking‍

One soft skill we prioritize is strategic thinking—understanding how PR integrates into the entire marketing process and aligns with company goals. PR can be a powerful tool when used strategically. It’s not just about tactics; it’s about asking, “What are we trying to achieve? And how can we move the needle for the company?” Aspiring PR pros should emphasize this big-picture mindset to stand out. - Valerie Chan, Plat4orm PR