Why Soft Skills Matter in PR
When preparing for an internship or job, it is easy to hyperfixate on the skills you can list on your resume; writing, social media, graphic design, research, Microsoft Office—they are all valuable skills especially for a career in public relations. However, some of the most important skills I have developed are harder to measure or put into a bullet point. These are soft skills, and I have learned just how important they are to building a successful career in PR.
Soft skills include qualities like communication, teamwork, active listening, problem-solving, time management, and empathy. While these skills may not always have a specific class or certification attached to them, they play a major role in how we work with others and handle challenges.
The Lessons
My first internship at Fortz Legal Support gave me experience working in a professional legal environment where communication and attention to detail were especially important. As the Communications Intern, I worked on social media content, copywriting, SEO research, and wrote blogs and articles. I quickly learned that good communication is about more than simply knowing how to write. I had to understand the audience, communicate ideas and information clearly, and ask questions when I needed clarification.
This summer I wrapped up my second internship in sports marketing with Michigan Elite Hockey, which gave me a different perspective on teamwork and adaptability. As the Media Relations Intern, I worked on press releases, game-day coverage, social media outreach, graphics, and other projects. Sports can move quickly, so I have learned to adjust when plans change and be comfortable working in a fast-paced environment. I have also seen how important it is to work as part of a team and communicate with different people, from coaches and players to other staff and members of the community.
Both experiences have shown me that technical skills can help you get started, but soft skills can make a major difference in how you work and build relationships.
One soft skill I have found especially important is adaptability. Things do not always go exactly as planned. A project can change, a deadline can move, or you may be asked to take on something you have never done before. Instead of seeing these situations as setbacks, I have learned to approach them as opportunities to learn.
The Growth
As Ad/PR students, we spend a lot of time developing our writing and research skills. Those technical skills are important, but our experiences outside the classroom can teach us just as much. Internships, student organizations, jobs, and volunteer opportunities all give us chances to practice the soft skills we will carry into our careers.
For me, my internships have been a reminder that professional growth is not just about adding another skill to my resume. It is also about becoming someone who can communicate effectively, collaborate with others, adapt to change, and confidently take on new challenges.
As you prepare for your next internship or job opportunity, think beyond the skills you can list on your resume. What are you learning about yourself? How are you becoming a better teammate, communicator, and problem-solver? Those skills may not always fit neatly into a bullet point, but they can make a lasting impact on your career.
Erica is a senior studying Advertising and Public Relations with a minor in Digital Studies. She is a former Account Associate for GrandPR. Outside of PRSSA, she works for Grand Valley’s Housing and Residence Life. After graduation, Erica wants to travel and work in marketing, hospitality, or event planning.