Inside PR : Why Listening Matters Most

Public relations is often described as the art of storytelling. Campaign messages and brand narratives usually take center stage, but behind every strong communicator is a skill that often gets less attention: listening.

For leaders in public relations, listening goes beyond hearing the feedback. It requires one to take a moment to internalize what is being told to them, rather than letting something go in one ear and out the other. It defines how teams collaborate, how organizations understand their audiences and how communication strategies evolve.

To explore what listening looks like in practice, I spoke with two industry leaders. Today, you’ll learn how Chrissy Cruz and Robert Judin guide teams, build trust and stay connected to the audiences they serve. At the heart of both perspectives was the same belief: Great communication starts with understanding people.

Different Paths, Same Passion

For Cruz, public relations became meaningful through her work in international higher education marketing. In developing global communication strategies for universities, she saw firsthand how clear, audience-aware messaging was key to expressing and distinguishing these unique identities.

“Strategic messaging, audience insights and culturally aware storytelling were essential to helping institutions communicate their unique value proposition,” Cruz explained. Working to connect universities with students across the world strengthened her belief that PR has the incredible power to unite global communities.

Judin’s path into PR was less direct. While studying at the University of Florida, the field wasn’t on his radar.

“It wasn’t until I got to the Charlotte Hornets and saw different departments working together that I started to develop a passion for branding,” said Judin, reflecting on his early career as a corporate partnerships intern. “The strategy and creative possibilities are what won me over.”

Despite their different entry points into the industry, both leaders ultimately discovered that public relations sits at the intersection of strategy, relationships and communication.

Listening is an Intentional Leadership Skill

Hearing and listening are often used interchangeably, but as Cruz and Judin explained, listening is an active process, while hearing is passive. Cruz describes it as a deliberate practice, one that requires attention to both verbal and nonverbal cues.

“Listening as a leader is an intentional practice,” she said. “It involves gathering stakeholder insights, paying attention to tone and nonverbal signals, and understanding the broader context in which communication is taking place.”

Judin shares the same philosophy, expressed in only 12 words.

“It’s listening with the intent to understand, rather than listening to respond,” Judin said. His phrasing echoes the thinking of Stephen R. Covey, who popularized this idea in “The 7 Habits of Highly Effective People.”

That distinction matters. Even the most convincingly contemplative nod or furrowed brow fails if leaders are mentally rehearsing what they’re going to say next instead of concentrating on what’s being said.

When leaders truly listen, they open themselves to insights that elevate their ideas, inviting more creative solutions to unfold.

Empowering People to Speak Up

Trust in PR is often associated with the public, but exceptional leadership depends equally on earning the confidence of internal teams. For Cruz, that begins with building psychological safety.

“When leaders demonstrate curiosity, empathy and openness toward new ideas, it signals that collaboration is valued,” she explained.

Team culture thrives when members feel their ideas are genuinely welcomed and respected. Cultivating an environment where they feel seen, heard and safe is key to gaining and keeping their trust.

Judin approaches the challenge by understanding and adapting to each individual’s preferred communication style.

“Some people don’t like talking in group settings, and others do,” he said. “You have to facilitate communication through the methods and channels in which they feel most comfortable.”

By encouraging open dialogue and recognizing each person’s contributions, leaders like Cruz and Judin ensure that every voice molds the conversation.

Listening Beyond the Team

Of course, listening in PR doesn’t stop with internal communication. It extends to audiences, stakeholders and the broader public.

Cruz explained that skilled leaders constantly gather feedback through research, social listening tools and audience analysis. But she also noted that numbers alone don’t tell the whole story.

“Effective communicators interpret those insights within the broader social and cultural context in which audiences interact with organizations,” she said.

Judin relies on careful observation to gauge how messages are received.

“When I shut up and let others talk, I listen to what they say and how they say it,” he explained. “I watch their body language. If it all pays homage to my message, then I know it’s landing.”

Through active listening, communicators can understand whether a message is hitting the mark or falling flat.

Leadership Under Pressure

Listening becomes even more critical during moments of crisis or high pressure, when communication decisions can have significant consequences. It allows leaders to understand how stakeholders perceive the situation before responding.

“Monitoring public sentiment, listening to employee concerns and paying attention to media narratives helps communicators identify the most pressing questions,” Cruz said.

Judin compares the process to evaluating a chessboard before making a move.

“In a high-pressure situation, I listen to understand where all the pieces are on the board before I make my move,” he said.

Taking time to listen first helps leaders respond in ways that are both accurate and empathetic.

Why Listening Still Matters

In a profession built around communication, it’s easy to assume that success comes from knowing exactly what to say. But leaders like Robert Judin and Chrissy Cruz remind us that it often stems from tuning in to the voices around us.

Impactful communication is about curiosity, attention and a willingness to understand the people around you.

Whether guiding a team, responding to a crisis or developing a campaign, the most effective PR leaders start in the same place: by listening first.

Advice for Future PR Leaders

When asked what advice they would give young communicators who want to grow into leadership roles, both Cruz and Judin focused on the importance of relationships.

Cruz encourages emerging professionals to develop a strategic perspective while staying curious about how communication influences organizational reputation and public trust.

Judin emphasizes the human side of leadership more directly.

“The technical skills will get you well-paying jobs midway up the ladder,” he said. “The soft skills and the ability to connect with people are what get you to the C-suite.”

Leadership in PR isn’t just about strategy or messaging. It’s about people.