Skills In Demand: Comms, Creativity, Connection With new technologies reshaping how PR work gets done, apart. When asked about the skills that will get PR professionals ahead in 2026, 59% named "storytelling and content creation," making it the top answer, followed by "media relations" (44%). These findings indicate that, despite the they do. The ability to illustrate what a what it stands for, will remain critical in individual contributors, media relations