Pursuing PR? Master these 5 soft skills

 

Managing media relations and writing press releases.

 

Gone are the days when these were the main skills PR professionals needed to master. As the industry evolves, especially in the age of rapid digital transformation, people skills as well as technical ones are more important than ever.

 

The PR pros of today wear several hats – from event organisation and influencer relations to media training and harnessing AI to produce impactful results.

 

Like we mentioned earlier, PR is evolving at lightning speed (as it always has, and like most other sectors). And chances are what you learned at university is already getting a little dusty. So here’s a roundup of 5 key soft skills to boost your employability in PR in Dubai and beyond.

 

PR soft skill #1: Communication mastery

 

This applies to both written and verbal communication, and your skills should ideally span being able to write a pitch email that editors can’t help but reply to, to presenting in a way that keeps your audience hooked until the final world.

 

Now, we know this sounds like a tall order. And there’s no amount of industry books and online courses you can do to soak up these skills immediately. While strengthening your knowledge base is always a good thing, on-the-ground experience will help sharpen your skills over time too. So deep breaths…

 

And because PR isn’t just limited to the media, and is instead part of an omnichannel communications strategy, it helps to know how to adapt your core message for multiple platforms – internal networks, social media, blog posts, and media briefs.

 

Communication is also more than just delivering information. A big part of it is effectively taking in information, and by that, we mean active listening.

 

And while it sounds easy enough, the constant distractions that come with living in the modern age make active listening an acquired skill. So practice makes perfect.

 

PR soft skill #2: Creativity muscles

 

Just like being consistent with the gym builds fitness over time, creativity is a muscle that takes regular exercise. But don’t worry, you already have the best tool in the world at your disposal – your beautiful brain. 

 

With consistency and creative input, you’ll be blown away by what your brain can help you achieve. And in PR in Dubai and around the world, you’ll find that you’re tasked with campaign ideas, influencer engagement angles, media pitch approaches and more. You might even need to extend your creativity to social media.

 

Creativity is a lifelong journey, so you’ll need to water that plant often. The good news is that you don’t need to work hard, just smart. Keep the workings of the attention economy in mind, and be mindful of where you invest your attention.

 

Doom-scrolling can mess with your mental health and emotions, leaving your creative energy levels depleted. So reclaim your mental power, strategically subscribe to the right industry newsletters and keep your eyes peeled for brands making game-changing moves (because you’re not just a consumer, but a creator too). 

 

PR soft skill #3: Emotional intelligence

 

Emotional intelligence (IQ) is the buzz-term of 2024 and 2025, and with good reason.

 

As AI gets increasingly better at human tasks, emotional intelligence is what gives humans a competitive edge. And no, it won’t turn you into a doormat that people walk all over. 

 

So, what does emotional intelligence call for? The ability to recognise, understand, and manage your own emotions – and those of others too.

 

Active listening falls into this category. Empathy, compassionate communication, and mindful flexibility go here too. Even if you were to just develop emotional intelligence for yourself (which you’ll likely start to share with others eventually, because that’s just the nature of this skill), you’ll find that managing stress becomes so much easier. 

 

And since PR is one of the most stressful sectors in the world, knowing how to keep your head above the water while also keeping your heart from sinking will serve you well in your career. And by the time you reach managerial, or entrepreneurial, level – you’ll be able to share the wealth by spreading emotional awareness.

 

PR soft skill #4: Abundant mindset

 

Culturally, we’re shifting. Scarcity tactics might have worked in the past, but it’s now time for us to collectively liberate our minds. And this is where abundant thinking comes in.

 

And while the term feels fancy, it’s basically about focusing on the wealth (creativity, skills, resources, support) you already have, rather than basing all your attention on what you don’t have yet (your goal salary, a role at your dream company).

 

This style of thinking doesn’t just apply to thinking, but also extends to how you design your marketing strategies. Abundant thinking has the power to shift your perspective for the better, channelling your energy into staying open and bringing exciting opportunities your way. 

 

Consider this – if you’re feeling demotivated by applying for roles and not being invited to an interview, and you spot an opening but let the feelings of demotivation win, then you might not even apply for the role. And who knows, you might have been the perfect fit. 

 

PR soft skill #5: Balanced thinking

 

Being a detail-obsessed perfectionist is a handy trait to have in this industry, but if that’s all you rely on, your career growth is at risk of stalling in the long-term.

 

As you gather experience from your internships and entry-level roles, stay intentional about what you’re learning on the job. Businesses are busy places, so raise your hands and ask questions regularly. Be proactive, and ask your senior if you’re welcome to oversee certain creative processes and sit in on client meetings. Make sure you offer value too, by offering to pitch in with your own ideas or take notes during meetings (a bonus for you too, since writing helps you remember better).

 

Vision building is something you should aim to strengthen early in your career as well. The time will come when you’re ready for a more senior role, so you need to be able to consider the big picture and how it trickles down into the little details.

 

Do it right and you’ll mould yourself into leadership material, boosting your chances of landing significant promotions in your career. Curious about strategic thinking? Check out these eight great tips from Forbes.

 

Go forth and flourish

 

At every stage of your career, there’s a learning curve waiting for you. We know that it can feel like you’ve got to cram everything into your brain as soon as possible, but effective learning takes a much more natural course. So, trust the process.

 

Looking to add to your PR skill set? At SOCIATE, we’re always open to more hands on deck so explore our PR department and internship programme.