18 Soft Skills That Set Communications Professionals Apart
From Forbes
As collaboration becomes more cross-functional and AI reshapes day-to-day work, employers are looking for communications candidates who can adapt, build trust, think critically and communicate with sound judgment. Strong writing and technical expertise will always be essential for these roles, but interpersonal skills are what ultimately help teams succeed in the modern workplace.
Many of the qualities today’s hiring managers want are developed through intentional practice rather than formal training. Below, Forbes Communications Council members share which emerging soft skills matter most for today’s communications professionals and how you can continue developing them throughout your career.
1. Curiosity
Curiosity (problem-solving plus creative thinking) is the key factor we look for in candidates. With the increased use of AI, there’s an opportunity and a risk for brands. Today’s workforce can apply experience to AI to maximize the gains; newer candidates will need to think differently and push boundaries where they haven’t obtained that experience yet. Curiosity helps them to question AI and adapt. – Azlan Raj, Fynla
2. Strategic Clarity
I look for people to show up with strategic clarity. The ability to simplify complexity and drive action is becoming more critical. In fast-moving, information-heavy environments, the most effective communicators aren’t just sharing messages; they’re helping organizations understand what matters and what to do next. You have to consistently distill information into what matters most and what action it drives. You’re always trying to answer the “so what.” – Mary Renouf, PEMCO
3. Human-Centered AI Fluency
Technology has automated the tactical, repetitive work in communications. Research, copywriting and data gathering are no longer time-killers. The emerging skill is using that efficiency to embrace an expanded scope. Learn the tools, use them to handle repetitive work and focus your energy on creating human connections and original angles that move the needle. – Bisera Lakinska, M42 -Abu Dhabi Health Data Services
4. Dual-Perspective Thinking
Understanding how AI systems filter and reshape messages before they reach humans is what hiring managers are quietly prioritizing. Messages now pass through social feeds, email filters and AI summarizers before anyone reads them. Writing only for people means working with half the map. The real skill is holding two perspectives simultaneously: the reader’s emotional experience and the system’s structural logic. – Erika Rosenstein, Cast AI
5. Relationship Building
The most underrated communication skill is relationship building. Effective communication starts with trust. Strong relationships lead to better information, more honest feedback and greater influence. Before you focus on messaging, focus on earning credibility with the people you serve. – Caroline Johns, Saatva
6. Critical Thinking In AI Use
AI fluency is table stakes. What separates great communicators is critical thinking—the discipline to question, fact-check and not just ship what AI hands you. Anyone can generate content now; not everyone can validate it. My advice is to become a true subject matter expert. Learn the product, the customers and the competition. Talk to your internal experts. That depth is what turns fluency into real impact. – Bindu Crandall, Syntax
7. Strategic Courage
The emerging soft skill isn’t storytelling. It’s courage. Communications professionals are expected to be strategic advisors, not human megaphones. The people who create the most value are willing to challenge assumptions, raise uncomfortable truths and question decisions before they become headlines. If you want to build courage, start speaking up before you’re comfortable doing it. – Angela Sanchez, NiSource
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