How to Hire Public Relations Professionals: A Step-by-Step Guide for Recruiters

As a recruiter or hiring manager, finding the right Public Relations (PR) professional can be a game-changer for your company's image and communication strategy. Many organizations underestimate the impact of a skilled PR team, often focusing solely on credentials without considering the nuanced skills required for effective reputation management and stakeholder engagement. The key is to look beyond the resume and identify candidates who can navigate the ever-evolving media landscape while aligning with your company's values and goals.

This comprehensive guide will walk you through the process of hiring top-tier PR talent, from understanding the role to structuring effective interviews. We'll cover essential skills for PR professionals, where to find them, and how to assess their capabilities accurately. Whether you're building a PR team from scratch or expanding your existing department, this article will equip you with the knowledge to make informed hiring decisions.

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What does Public Relations do?

Public Relations (PR) professionals are responsible for managing and shaping the public image of an organization. They act as the bridge between the company and its audience, ensuring clear and positive communication is always maintained.

Day-to-day tasks of a Public Relations specialist include:

• Crafting and distributing press releases that effectively communicate company news.

• Building relationships with media outlets to secure press coverage.

• Monitoring media channels to track coverage related to the organization.

• Managing social media platforms to engage with audiences directly.

• Organizing events to create or reinforce a positive image of the organization.

For those involved in hiring Public Relations specialists, understanding the specific skills required can be crucial. Our blog on public relations interview questions provides insights into what to look for during the recruitment process.

Public Relations Hiring Process

The Public Relations hiring process typically spans 4-6 weeks. Here's a quick overview of the timeline and key steps involved:

1. Create and post a detailed Public Relations job description
2. Review resumes and portfolios (1-2 weeks)
3. Conduct initial phone screenings (3-5 days)
4. Administer skills assessments or case studies (1 week)
5. Schedule in-person or video interviews (1-2 weeks)
6. Check references and make an offer (3-5 days)

This timeline can vary based on your organization's needs and the candidate pool. In the following sections, we'll dive deeper into each step, providing checklists and helpful resources to streamline your Public Relations hiring process.

Key Skills and Qualifications for Public Relations Professionals

Hiring for a Public Relations role can be challenging due to the broad range of skills involved. Recruiters often overlook the balance between essential and nice-to-have qualifications, which can lead to misaligned expectations.

It’s important to differentiate between what is required and what is preferred for this position. For instance, while experience in media relations is crucial, familiarity with a specific industry may enhance a candidate's fit but isn't mandatory.

Top Platforms to Hire Public Relations Professionals

Now that you have a solid job description in place, the next step is to source candidates by listing your job on reputable job listing sites. This can help you reach a wide array of talented PR professionals ready to take on new opportunities.

LinkedIn Jobs

Ideal for posting full-time PR positions and reaching a wide pool of professionals. Offers robust search and filtering options for recruiters.

Indeed

Versatile platform for posting various PR job types. High visibility and large user base make it suitable for most hiring needs.

PRSA Job Center

Specialized job board for PR professionals. Best for targeting candidates with specific PR qualifications and industry knowledge.

For your remaining options, consider using platforms like Upwork for freelance PR experts or Glassdoor if you're focused on employer branding while attracting talent. ZipRecruiter uses AI to find you the right candidates swiftly, and AngelList is perfect for startups seeking innovative PR professionals. If remote work is your goal, FlexJobs specializes in flexible jobs, and Dice is great for tech-focused PR roles. Lastly, Mediabistro caters to those with strong media connections, making it a valuable resource for PR roles specific to media and communications. For a more streamlined hiring process, consider utilizing an enterprise recruitment software to integrate these platforms into your strategy.

Keywords to Look for in Public Relations Resume

Screening resumes is a practical way to narrow down a large pool of applicants and identify candidates who meet the basic requirements for a Public Relations role. It allows hiring managers to focus their energy on evaluating the most promising candidates who are likely to succeed in the Public Relations interview.

When manually screening resumes, it's important to identify key terms that align with your job description. Look for keywords related to essential skills like "Communication Skills," "Media Relations," and "Crisis Management". Also, check for qualifications such as a Bachelor's degree in Public Relations and experience with successful PR campaigns. These keywords can help you quickly filter through resumes and spot potential fits.

Using AI-based tools can streamline this process further. AI language models like ChatGPT can help identify relevant keywords and score resumes based on how well they match your criteria. This not only saves time but also provides a standard procedure to ensure no good candidates slip through the cracks.

Here's an example prompt you can use with AI tools to assist with resume screening:

TASK: Screen resumes to match job description for Public Relations role

INPUT: Resumes

OUTPUT: For each resume, provide the following information:
- Email id 
- Name
- Matching keywords
- Score (out of 10 based on keywords matched)
- Recommendation (detailed recommendation of whether to shortlist this candidate or not)
- Shortlist (Yes, No or Maybe)

RULES:
- If you are unsure about a candidate's fit, put the candidate as Maybe instead of No
- Keep recommendation crisp and to the point.

KEYWORDS DATA:
- Communication (Writing press releases, Speech writing)
- Media Relations (Building media contacts, Story pitching)
- Crisis Management (Crisis communication planning, Damage control strategies)
- Digital Marketing (Social media strategy, Content creation)

Which skills tests should you use to assess Public Relations professionals?

Skills tests are valuable tools for evaluating Public Relations candidates beyond their resumes. They provide objective insights into a candidate's abilities and readiness for the role. Here are some recommended tests to assess your PR candidates:

Communication Test: This communication test evaluates a candidate's ability to convey ideas clearly and effectively. It's crucial for PR professionals who need to craft compelling messages and interact with various stakeholders.

Marketing Aptitude Test: A marketing aptitude test assesses understanding of marketing principles, which is important for PR professionals to align their strategies with broader marketing goals.

Content Strategy Test: PR often involves content creation, so a content strategy test can help evaluate a candidate's ability to plan and execute effective content campaigns.

Digital Marketing Test: In today's digital landscape, PR professionals need to understand online platforms. A digital marketing test can gauge their knowledge of digital PR strategies.

Customer Service Test: PR often involves managing public perceptions and handling inquiries. A customer service test can assess a candidate's ability to handle various stakeholder interactions professionally.

Structuring the Interview Stage for Public Relations Hiring

After candidates pass the initial skills tests, it's time for technical interviews to assess their hard skills in-depth. While skills tests are great for initial screening, technical interviews are key to finding the best fit for your PR role. Let's look at some sample interview questions to help you evaluate candidates effectively.

Consider asking: 'How would you handle a PR crisis for our company?', 'What metrics do you use to measure PR campaign success?', 'Can you describe a successful media relations strategy you've implemented?', 'How do you stay updated on industry trends and news?', and 'What's your approach to crafting compelling press releases?'. These questions help assess a candidate's crisis management skills, analytical abilities, strategic thinking, industry knowledge, and writing proficiency - all critical for a PR professional.

What are the ranks of Public Relations professionals?

Public Relations (PR) roles are often misunderstood, as they can overlap with other communication positions. However, knowing the hierarchy can help you identify the right candidate for your specific needs in an organization.

• PR Assistant: This entry-level position supports the PR team with administrative tasks, such as organizing press materials and maintaining media lists. They often perform research and help coordinate events.

• PR Specialist: A PR Specialist is responsible for executing PR strategies and campaigns. They write press releases, manage media inquiries, and develop relationships with journalists to enhance the organization’s public image.

• PR Manager: At this stage, professionals oversee a team of PR specialists and coordinate larger campaigns. They create strategic plans, manage budgets, and ensure that communications align with the overall business objectives.

• PR Director: A PR Director leads the PR department and is responsible for strategic direction. They work closely with top management to shape public perception and may also handle crisis communication.

• Vice President of PR: This is a senior leadership role focusing on high-level strategy and decision-making. The VP collaborates with executives across the organization to align PR efforts with corporate goals.

• Chief Communications Officer (CCO): The CCO is an executive position overseeing all communication aspects, including PR, marketing, and internal communications. This role ensures a cohesive message across all platforms.

Hire the Best Public Relations Professionals

In this guide, we've explored the various facets of hiring Public Relations professionals, from understanding their roles and necessary skills to navigating the hiring process effectively. We've also identified key platforms and discussed how to craft compelling job descriptions that attract the right candidates.

Remember, the primary takeaway is to utilize well-crafted job descriptions and skills tests to make informed hiring decisions. Consider using role-specific tests for a more structured evaluation of candidates' abilities. This approach will ensure you hire professionals who have the skills and qualities your organization needs.

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