Beyond the Degree: The Skills That Define PR Success in 2026

The public relations landscape is evolving, and while formal education remains valuable, a growing body of evidence suggests that a specific skillset—often honed outside traditional PR programs—is increasingly crucial for success. A recent survey of 57 PR professionals reveals the core competencies that will define effective PR practitioners in 2026, and surprisingly, many are not explicitly taught in university coursework.

The Core Four: Resilience, Judgement, Curiosity, and Listening

According to responses collated by PRmoment’s editor, Elizabeth Giles, the top four skills identified by PR professionals are resilience, good judgement/instincts, curiosity, and listening.¹ These foundational abilities appear to be universally valued across all levels of experience, from junior account executives to senior leadership.

The Expanded Skillset: A Ranked List

Beyond the core four, the survey revealed a broader range of essential skills. Here’s a ranked list based on the number of mentions from PR professionals:

1. Resilience (11 mentions)
2. Judgement (9 mentions)
3. Curiosity (8 mentions)
4. Listening (7 mentions)
5. Empathy (6 mentions)
6. Adaptability (6 mentions)
7. Confidence/bravery (6 mentions)
8. Emotional intelligence (5 mentions)
9. Cultural awareness (5 mentions)
10. Prioritisation (5 mentions)
11. Storytelling (5 mentions)
12. Networking (4 mentions)
13. Writing skills (3 mentions)
14. Proactivity (2 mentions)
15. Digital fluency (2 mentions)
16. Pattern recognition (1 mention)
17. Attention to detail (1 mention)

Where Do PR Professionals Acquire These Skills?

While PR-related degrees and training are valuable pathways into the industry, the survey data suggests that skills are often developed through diverse experiences. Competitions like PRmoment’s Rise Up, in partnership with The Romans, aim to bridge the gap between PR education and industry requirements.¹ Apprenticeships, such as the one undertaken by Jessica Kirby, head of B2B at Cirkle, through the PRCA, are also proving effective in building practical skills.

The Value of Non-Traditional Degrees

Interestingly, a LinkedIn poll conducted by Elizabeth Giles revealed that over half (56%) of PR professionals without a PR degree hold humanities and arts degrees.¹ Other common backgrounds include:

• Journalism (12 mentions)
• English Literature (10 mentions)
• Modern Languages (8 mentions)
• English Language & Linguistics (4 mentions)
• History (4 mentions)

PR professionals with backgrounds in these fields emphasize the transferable skills they bring to the table, such as nuanced communication, cultural understanding, and storytelling ability. Katy Powell, PR director and co-founder of Bottled Imagination, highlights how studying languages honed her ability to communicate effectively with diverse audiences.¹

Unexpected Pathways to PR Success

The PR industry demonstrates a willingness to embrace talent from a wide range of disciplines. Even degrees seemingly unrelated to PR, such as mechanical engineering and music industry practice, can provide valuable skills. David Bullock, founder of Blue Chip PR, argues that his engineering background has been surprisingly beneficial in the age of AI.¹ Ben Burwell, account executive at The Hoffman Agency, credits his music education with developing his confidence and storytelling abilities.¹

The Importance of Attitude and Work Ethic

many PR professionals emphasize the importance of attitude and work ethic. Henrietta Beldham-Owen, social media manager at Midnight, credits her determination and willingness to learn for her success, even without a formal PR qualification.¹

A Call for Inclusive Hiring Practices

Paul MacKenzie-Cummins, MD at Clearly PR, advocates for agency leaders to reconsider their hiring preferences and recognize the value of diverse experiences.¹ He argues that embracing candidates from non-traditional backgrounds can give agencies a competitive edge.

As the PR industry continues to evolve, a focus on core skills, adaptability, and a willingness to learn will be paramount. While formal education remains a valuable asset, it is no longer the sole determinant of success.