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How Introverts Can Succeed in Digital PR and Leverage Their Unique Strengths

Writer's picture: Charlotte WashingtonCharlotte Washington

Picture of newspapers with an ipad on top

In our latest blog post for The PR Insider, Charlotte Washington, Senior Digital PR Executive at Flaunt Digital, shares her expert advice on navigating a career in Digital PR as an introvert. Drawing from her own experiences and professional journey, Charlotte explores how introverts can not only adapt to the demands of the industry but also use their unique strengths to excel.


From building meaningful relationships with journalists to embracing introspection and preparation as tools for success, Charlotte’s insights offer a fresh perspective on thriving in a field that often seems geared toward extroverts.


What you’ll learn in this blog post:



Whether you’re an introverted PR or curious about the value introverts bring to the industry, Charlotte’s insights will inspire you to approach Digital PR with confidence and creativity.


 

Being an introvert in a Digital PR career can be quite a minefield, in an industry so heavily focused on communication, relationship building, and sharing creative ideas. Digital PR is often high-energy and fast-paced and requires an ‘always-on’ approach, which can be even more challenging for introverts who take more time to re-charge their social battery. 


However, there are endless ways introverts can use their unique capabilities to their advantage, and adopt new and strategic methods to allow them to thrive in their Digital PR career. 


What Strengths Can An Introvert Bring To A Career In Digital PR?


While introverts might feel at odds with certain expectations in PR, their natural traits can actually provide a powerful advantage. These strengths can be applied to everyday tasks, helping introverts stand out and succeed in their careers.


Here are just a few examples of how these qualities can shine in the industry:


  1. Empathy and Thoughtfulness 


Introverts are naturally empathetic and thoughtful, which is perfect for positioning yourself in the perspectives of your clients, your team and your audience. Introverts are strong listeners and take particular care and attention when speaking, meaning that whilst they may not speak as frequently as other team members, their ideas are calculated and well-thought out, which can be applied to client comms right through to brainstorms.


  1. Meaningful Connections 


For introverts, it’s not about collecting endless contacts but about nurturing a handful of deep, meaningful relationships. This approach works brilliantly in PR, where journalists value genuine engagement over transactional exchanges. Introverts often take the time to understand a journalist’s work, preferences, and style before reaching out, which can help build stronger, long-lasting relationships. This focus on meaningful connections ensures that campaigns land in the hands of people who truly align with the story being told—a skill that can make or break media outreach.


  1. Attention to Detail 


Introverts often excel at spotting the little things that others might miss. This can be anything from catching a typo in a press release to finding an unexpected angle that reenergises a campaign. Their analytical mindset means they’re constantly picking up on nuances, whether it’s identifying a journalist who’s perfect for a niche topic or spotting a creative opportunity that others may overlook. This extra level of care can be the difference between a campaign that performs well and one that falls flat.


  1. Introspection 


The introspective nature of introverts allows them to spend time reflecting on their work and constantly improving. While some might see this as overthinking, it actually means that introverts are incredibly thorough in their approach. They’re likely to consider every possibility before taking action, ensuring that no detail is left unchecked. In a fast-paced industry like PR, having someone who can slow down, evaluate, and come up with innovative solutions is a huge asset.


Strategies For Success As An Introvert In Digital PR


While Digital PR can feel overwhelming at times, especially for introverts, there are plenty of strategies that can make the day-to-day more manageable. These methods focus on leaning into introverted strengths, while also finding ways to navigate situations that may feel outside of your comfort zone.


  1. Preparation as the Foundation


Introverts can strategise their skillset to thrive in their Digital PR career, and for me, preparation is the one thing that keeps me on top of my workload and prevents me from feeling overwhelmed. Being able to organise my thoughts in advance and have something that provides direction for what I’m going to discuss means I can spend my time sharing my thoughts, rather than stressing about developing ideas on the spot. This applies to meetings, pitches, and even brainstorms, being prepared can never be a bad thing!


  1. Leveraging Tools


As a lot of the tools and approaches are digital, you can optimise your ability online, to improve your expertise offline. I’ve found that connecting with journalists and other PR’s on LinkedIn and X has given me that sense of community without actually having to attend loads of in-person networking events, which can be daunting. Also, having digital tools such as BuzzStream, ActiveCollab, and Roxhill means I can keep track of my work and streamline as much as I can, allowing me to process tasks at my own pace, according to my own schedule. Having these tools that make a lot of day-to-day tasks more automated reduces energy drain, meaning I can focus more energy on additional tasks. 


  1. Expanding Comfort Zones


One key strategy that has allowed me to progress is adopting a more positive approach when taking on new challenges. As an introvert, I have found myself in situations throughout my PR career where I have needed to step out of my comfort-zone, and I’ve found the best way to approach this is taking on the ‘fake it til you make it’ mindset. Approaching situations like big client meetings with the attitude that everything is going to go wrong and I’ll slip up somewhere is almost like I’m speaking it into existence, so instead, preparing in advance and approaching a situation with positivity has meant that I’m more focused on the content rather than what could go wrong. 


  1. Learning Through Observation


Alongside this, observing and taking in as much as you can from different meetings, brainstorms, online resources, and general everyday tasks is going to make approaching them a lot more painless. It’s much easier to put yourself in a scenario once you’ve experienced it, so before taking on a task outside of your comfort zone, try observing it first-hand. For example, if you want to develop your interview skills when gathering expert insight for a press release, ask to sit in on an interview led by another team member to get an idea of different strategies to take. Going into a task with an understanding of how it will pan out takes away that area of uncertainty, and allows you to focus your energy on the task at hand.

In turn, this may assist you in finding your career ‘niche’ and the aspects of the job you enjoy the most, which is perfect for future career progression, and allows you to develop credibility and focus in the area you thrive. 


How To Navigate Common Challenges As An Introvert In Digital PR


With the right tools and approach, overcoming common challenges faced in your day-to-day work can feel so much easier. 


  1. Public speaking and Client Communication - I am still no expert in this, but the only way I’ve found myself improving is quite literally by giving it a go. Visual aids and not overcrowding slides help massively, as it means you’re not focusing too much on just reading what’s in front of you, and instead using the slide as a support to the story you’re telling. Practice and preparation is vital, but I think following too much of a word-for-word ‘script’ can cause more stress if you stray from it. 

  2. Brainstorms and Sharing Ideas - Brainstorms can be tough for introverts, not knowing the best time to jump in and share their ideas. I’ve found going in with some pre-prepped ideas or even keywords helps me bounce off of others' ideas, as well as contribute any further ideas on a shared document afterwards. I recently learnt that I am a ‘think to speak’ person, which essentially means I take more time processing my thoughts before vocalising them, and that’s completely okay! 

  3. High-Energy Environments - Digital PR requires a lot of communication on and offline, and I’ve found taking time after big meetings to reset and reflect on any notes or discussions helps me recharge before starting another task. I’m very fortunate to work in an agency that allows me to grow and develop at my own pace and also work on a hybrid basis, so I always know I have days to recharge at home after busy days in the office. 

  4. Handling Imposter Syndrome - It can be tough when everyone around you seems so confident and out-spoken, but in reality I don’t believe there is a single person who hasn’t felt imposter syndrome at least once in their career. Try collecting positive feedback as you receive it along with tracking specific goals and development tasks you have completed, which helps when it comes to reviews and 1-1’s. Without having it written down to reflect on, it can be hard to vouch for yourself.  


Key Takeaways for Introverts in Digital PR


If there is one tip introverts can take for navigating their career in Digital PR, it is that preparation is key, and taking time to process your thoughts and ideas at your own pace and in your own way is not a weakness, but actually a strategy for success. 


You may be faced with hurdles that require you to step outside of your comfort zone, but adopting methods to take on these challenges and navigate a high-energy Digital PR environment will allow you to achieve new goals, and utilise your personal qualities to your advantage. 


Do not stay in an environment that makes you feel bad for being an introvert, as the unique skillset you carry can actually be the missing link that allows your team or PR strategy to thrive, whether that’s through your attention to detail, introspective nature, or high regard for meaningful connections.


Being the quietest in the room does not make your opinion any less valid, and being an introvert can actually be one of your biggest strengths in your career.   


Make sure you go and give Charlotte a follow on LinkedIn.


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