Why Is Curiosity an Important PR Skill?
I’ve been doing quite a few informational interviews lately. One common question I get asked is what skill I look for when hiring a public relations professional. I know they are expecting me to say writing, media relations or strategic thinking. Those are certainly important. Strong writing is the foundation of everything we do, and understanding AP Style still matters. But my answer is almost always the same: curiosity.
Curiosity is an incredibly powerful skill, not just in public relations but in leadership. Curious people don’t settle for the first answer. They ask another question. They look for context. They want to understand not only what happened, but why it happened, who it affects and what comes next. That mindset changes the quality of conversations, decisions and ultimately the results.
Our work as communicators isn’t simply about sharing information. It’s about discovering the story worth telling. That requires us to dig deeper than the facts in front of us. Why does this matter? Who benefits? What’s missing? What assumptions are we making? The most meaningful insights often come from the questions that no one else thought to ask. Those are the moments that lead to stronger messaging, more authentic storytelling and better counsel for our clients.
I wrote a post not too long ago on the cost of assumptions. Assumptions are one of the greatest obstacles to good communication. When we assume we already know the answer, we stop listening. We miss perspectives. We overlook opportunities. Curiosity is the antidote. It invites us to stay open, to seek understanding before offering solutions and to recognize that there is almost always another layer beneath the surface.
Curiosity also builds trust. Whether you’re talking with a client, interviewing a community member, meeting with a reporter or leading your own team, asking thoughtful questions demonstrates respect. It tells people that their experiences and perspectives matter. In my experience, people are far more willing to share meaningful information when they know you’re genuinely interested in understanding them rather than simply checking a box or moving on to the next agenda item.
The best part is that curiosity is a skill anyone can develop. Read about things outside of your industry. Meet people with different experiences. Listen more than you speak. Resist the urge to have all the answers. Instead, become known as the person who asks thoughtful questions. Those habits don’t just make you a better communicator. They make you a better leader.
And the next time you’re faced with a challenge, whether you’re developing a communications strategy, leading a meeting or navigating a difficult conversation, ask one more question. Sit with the silence a little longer. Challenge your own assumptions before you challenge someone else’s. You may discover a better story, a stronger solution or a new opportunity that was there all along, waiting to be uncovered.
Writing skills may open the door to a career in public relations, but curiosity is what will keep opening doors long after you’ve walked through the first one.
