We all benefit from a unique set of soft skills gathered throughout our career journeys. These skills aren’t easy to measure, but make a huge difference in how we tackle our jobs. In the world of digital PR, having specific soft skills can greatly impact the success of your career and the effectiveness of your campaigns. Let’s explore five must-have soft skills for digital PR that extend beyond technical know-how. These skills are about building relationships, connecting with your audience and achieving your goals. 


In the digital sphere, things move fast. What worked yesterday might be old news today. Embracing change and quickly adapting to new tech and trends is a big deal. For instance, social media and search engine algorithms are changing all the time. Being adaptable means you’ll be able to quickly adjust your strategies in line with these changes. This ability to pivot can make the difference between a campaign that thrives and one that fizzles out. If you welcome change with open arms, you’ll find it brings exciting opportunities.


Curiosity is the secret to creativity and innovation. In digital PR, showing genuine interest in your field, your audience and the latest trends sets you apart. Don’t be afraid to ask questions, explore new ideas and look at things from fresh angles. Curiosity can lead you to unique stories that have the potential to captivate your audience.


Digital PR isn’t just about spouting facts; it’s about crafting narratives that resonate. A great story makes your content memorable, shareable and relatable. It’s no surprise that storytelling is a huge aspect of what makes a campaign work so well. Journalists want to know that there’s a hook and audiences want to relate to the piece they’re reading. Good storytelling can make or break the success of your work.


Empathy is a digital PR superpower. It’s the ability to step into someone else’s shoes and understand their perspective. When you approach your work with empathy, you can create messages and strategies that resonate on a personal level. People appreciate engaging with professionals who not only get their needs but genuinely empathise with them; that’s how lasting connections are built. On top of this, audiences are more likely to engage with a compelling story that showcases their perspective on the subject. Empathy can also help with finding new and interesting angles on a story in order to craft a compelling piece.


Digital PR often calls for persistence and resilience. It’s the resilience to keep going, even when faced with roadblocks, rejection or tough deadlines. In such a dynamic field, obstacles can crop up unexpectedly, so persistence can aid you in overcoming difficult challenges. Stay committed to your goals, learn from hiccups and adapt.

Bottom Line

These five crucial soft skills serve as the foundation for success in the dynamic world of digital PR. They go beyond technical knowledge, enabling professionals to navigate a fluctuating digital landscape. These skills empower those in digital PR to embrace change, spark creativity, craft compelling narratives and persevere through challenges. Incorporating these soft skills into your career could make a significant difference to the effectiveness of your work in the long run.

To find out more about our digital PR services, get in touch. For more information and advice, visit the It Works blog.