Soft skills are just as important as technical skills.
Last year was not easy for PR and comms pros. Mass layoffs, agency mergers and pressure to quickly adapt to AI created dark clouds.
The bright side is that a new year brings new opportunities. Numerous talented professionals are on the hunt for their next role. Employers will focus on those whose skillsets show impact.
“Today, communicators are strategic business partners,” said Jessica Bayer, managing partner of corporate affairs and communications executive search at consulting and recruiting company DHR Global. “(Employers want) to align communications with business outcomes — HR, legal, government affairs, the CFO the CEO. It’s about moving the needle on corporate reputation and impacting the bottom line.”
If you’re looking for the right fit now, here’s what you need to know about what employers are looking for in 2026.
Digital, integrated and AI-savvy
Gone are the days of separate “traditional” and “digital” comms roles, Bayer said.
Employers now want fully integrated communicators who understand the interplay of media, social platforms, creators and owned channels.
“It’s about thinking strategically about the whole ecosystem, especially in a crisis or when managing risks,” she said. “It’s no longer just about posting content or writing a press release. You need to consider how every channel can support a message, shape perception and reach different audiences effectively.”
AI literacy is also becoming essential, she said. SEO, SEM and AI-powered online reputation tools are all part of the toolkit, but staying curious about emerging trends is critical, Bayer said.
“Employers want people who can see the bigger picture, connect the dots across platforms and use digital tools strategically, not just tactically,” she said.
To showcase these skills on a resume or interview, highlight measurable results. For example: “I developed an integrated campaign across social, media and owned channels that increased brand awareness by 35% in six months.”
Share examples of using AI tools for media monitoring, content creation or audience targeting and how you did it, Bayer said.
Discuss moments when you bridged digital and traditional channels, such as: “During a product recall, I coordinated press releases, influencer responses and internal comms to ensure consistent messaging and maintain stakeholder trust.”
Emotional intelligence and optimism matter
In 2026, soft skills are just as critical as technical ones. Emotional intelligence is at the top of every employer’s wish list for communications leaders, Bayer said.
“Communications leaders must be credible, trusted advisors to the C-suite,” she said. “They need to know when to push the company and when to pump the brakes. That’s what separates a good communicator from a strategic leader.”
EQ shows up in many ways, like navigating sensitive corporate situations, advising executives during a crisis or managing internal communications with empathy. When interviewing, carry this emotionality with you, Bayer said.
“When you come into an interview with doom and gloom, the company sees right through it,” she said. “They want people who see opportunities, who can find solutions and who remain calm under pressure.”
Online and during an interview process, rather than focusing on layoffs or market uncertainty, highlight your problem-solving mindset, your ability to navigate complex situation and how you’ve influenced outcomes positively, Bayer said.
Stand out strategically
2026 will be a highly competitive year for hiring, Bayer said. Teams are smaller, budgets are tighter and expectations are higher than ever.
That makes knowing your niche and targeting your job search more critical than just sending out resumes, she said.
“Instead of blasting your resume to 100 companies, focus on 10 where you can really excel,” Bayer said. “Take the extra step to network strategically. Get someone to refer you or find an internal champion. Applying online alone often goes into a black hole.”
Employers will be looking for those with specialized skills so it’s important to emphasize what those are, Bayer said. Be very specific about areas of expertise and provide examples or specialized training, she said.
“Ultimately, standing out strategically is about clarity, focus and demonstrating impact,” Bayer said. “Employers want candidates who know their strengths, can communicate them effectively and bring real, measurable value from day one.”
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The skills employers want from PR and comms pros in 2026 appeared first on PR Daily.
