Why being “emotionally tuned” might be the secret weapon of PR professionals

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Being emotionally tuned might not be the first skill that comes to mind in PR. It is rarely listed alongside strategy, media relations or crisis management. But perhaps it should be. For a long time, particularly for women, being described as “emotional” has been framed as a weakness. But what if it is actually a strength?

We sat down with Jess Schon, Managing Director, and Alessandra Natale, Consultant at Schon&Co, to discuss why being emotionally tuned might be one of the most valuable and overlooked skills in PR today, and why, at Schon&Co, it is seen as a core strength in helping our clients’ stories get the attention they deserve.

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Q: What does being “emotionally tuned” mean to you in a PR context?

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Jess Schon: For me, it’s about awareness and understanding. It’s the ability to read people, situations and dynamics, and to respond in a way that feels considered and human. PR is ultimately about communication, and communication (when resonating well with audiences) can often evoke emotion. Being emotionally tuned allows you to anticipate how messages will land and adapt your approach accordingly.

Alessandra Natale: I see it as being in tune with both your own emotions and those of others. It helps you go beyond surface-level communication and really connect with people. Whether it’s with clients, colleagues or journalists, it shapes how you listen, respond and build relationships. It’s something that influences every interaction, often without you even realising it.

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‍Q: Emotionality is often seen as a weakness, particularly for women. Has that been your experience?

JS: There has definitely been a long-standing bias, particularly for women, where being described as emotional can be seen as lacking objectivity or professionalism. But I think that perception is shifting. Emotional intelligence is increasingly recognised as a leadership strength, especially in industries like PR, where relationships and communication are central.

AN: Absolutely. I’ve often been told I’m “too emotional,” and for a long time, I internalised that as a negative. It made me question whether I needed to change how I showed up at work. But over time, and especially at Schon&Co, I’ve realised it’s actually one of my biggest strengths. It allows me to empathise more deeply, think more creatively and connect with people in a more meaningful way.

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Q: How does being emotionally tuned impact your work day to day?

JS: It shapes how we advise clients, how we manage teams and how we approach storytelling. Understanding ‘what’ matters to people and ‘why’, allows us to create more relevant and impactful comms. It also helps in navigating more complex or sensitive situations with care and clarity.

AN: For me, it plays a role in everything I do. It helps me understand clients’ needs beyond what they say and approach stories with a greater sense of empathy. I think it also helps in coming up with ideas that resonate externally, because you’re thinking about how people will actually feel when they see or read something.

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Q: Do you think emotional awareness makes PR work more effective?

JS: Without a doubt. The most successful PR work is not just seen, it’s felt. Emotional awareness helps you identify the right angles, tone, and timing. It ensures that communications are not only strategic but also meaningful and engaging.

AN: Yes, completely. It’s what makes the difference between something being technically correct and something actually landing. It also helps build stronger, more trusting relationships with journalists and clients, because you’re able to understand their perspectives and communicate in a way that feels genuine.