The Most Underrated Skill in Communications Isn’t Writing—It’s Asking Better Questions
By Anmol Harjani
Ask someone what makes a great communications professional, and you’ll probably hear answers like:
“They’re an excellent writer.”
“They’re creative.”
“They’re great storytellers.”
And those qualities certainly matter.
But there’s another skill—one that receives far less attention—that often determines the success of a campaign before a single word is written.
It’s the ability to ask thoughtful questions.
Whether you’re developing a communications strategy, preparing a media interview, writing a speech or planning an internal campaign, the quality of your questions often shapes the quality of your work.
Great communicators aren’t simply people with the right answers.
They’re people who know how to ask better questions.
Curiosity Is More Powerful Than Assumption
Imagine receiving a request that says:
“We need to promote our new initiative.”
Many communicators would immediately begin thinking about social media posts, media outreach or content ideas.
But experienced professionals pause.
Instead, they ask:
- What problem are we trying to solve?
- Who are we hoping to reach?
- Why does this initiative matter right now?
- What would success look like?
Those questions often reveal opportunities—or challenges—that weren’t visible at the start.
Sometimes the real need isn’t promotion.
It’s education.
Sometimes it’s reputation.
Sometimes it’s employee engagement.
The better the questions, the stronger the strategy.
Questions Build Better Relationships
Communications is built on relationships.
Whether you’re working with executives, clients, colleagues or community members, people want to feel heard before they want to hear your advice.
Asking thoughtful questions demonstrates something important:
That you’re listening with the intention to understand—not simply waiting for your turn to respond.
Simple questions like:
“Can you tell me more about that?”
“What concerns you most?”
“How do you think your audience will respond?”
can transform conversations from transactional to collaborative.
People are far more likely to trust communicators who show genuine curiosity.
Better Questions Lead to Better Stories
Every compelling story begins with curiosity.
Behind every campaign, media profile or employee spotlight is someone who took the time to ask meaningful questions.
Instead of asking:
“What happened?”
Try asking:
“Why did this matter?”
Instead of:
“What did you accomplish?”
Try:
“What challenge did you overcome?”
The difference is subtle.
The impact is significant.
Thoughtful questions uncover experiences, emotions and insights that audiences remember.
Listening Is Part of the Question
Asking a question is only the beginning.
Listening is what gives it value.
In fast-paced workplaces, it’s easy to focus on preparing the next question before someone has finished answering the first.
But meaningful communication requires presence.
Sometimes the most valuable insight comes from a brief pause, a follow-up comment or an unexpected perspective.
The best communicators don’t rush conversations.
They create space for them.
Learning Never Stops
One of the most valuable habits communicators can develop is approaching every interaction with curiosity.
Every meeting.
Every project.
Every campaign.
Every conversation.
Each offers an opportunity to learn something new.
Experienced professionals often aren’t the ones asking fewer questions.
They’re the ones asking better ones.
Curiosity isn’t a sign of inexperience.
It’s a sign of growth.
A Skill That Grows With Your Career
Early in your career, questions help you learn.
As you gain experience, they help you lead.
They help teams think more strategically.
They uncover risks before they become problems.
They encourage innovation.
They strengthen relationships.
And perhaps most importantly, they remind us that communication has never been about having all the answers.
It’s about helping people find them together.
Final Thoughts
Communications is often associated with speaking, writing and presenting.
But before any of those skills comes something quieter.
Curiosity.
The willingness to ask.
To listen.
To understand.
Because the strongest communication rarely begins with a statement.
It begins with a question.
As communications professionals, our greatest value doesn’t always come from what we know.
Sometimes, it comes from what we’re willing to learn.
And that learning begins with one thoughtful question at a time.
Key Takeaway
Great communicators aren’t remembered for having every answer. They’re remembered for asking the questions that lead to better conversations, stronger relationships and more meaningful outcomes.
Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.