Radiation reaction (RR) terms at the third post-Minkowskian (3PM) order have recently been found to be instrumental in restoring smooth continuity between the non-relativistic, relativistic, and ultra-relativistic (including the massless) regimes. Here we propose a new and intriguing connection between RR and soft (bremsstrahlung) theorems which short-circuits the more involved conventional loop computations. Although first noticed in the context of the maximally supersymmetric theory, unitarity and analyticity arguments support the general validity of this 3PM-order connection that we apply, in particular, to Einstein's gravity and to its Jordan-Brans-Dicke extension. In the former case we find full agreement with a recent result by Damour obtained through a very different reasoning. (C) 2021 The Author(s). Published by Elsevier B.V.